Max Goldberg

TPMA Outlook: Do Shoppers Plan Their Impulse Buys?

March 2, 2010

FROM RETAILWIRE:
Do shoppers plan their impulse buys? Maybe not, but they do in many cases budget for them, according to a new research study that will be published in the Journal of Consumer Research this summer. Are shopper marketing and other in-store programs adequately set up to appeal to consumers who make 'planned' impulse buys?      [more...]

Well-crafted promotions can appeal to consumers and cause unplanned in-store buys. Whether it's switching from one brand to another or purchasing an item not on the original shopping list, promotions can have an impact. Promotions can add value, link the purchase of one product to another, allow consumers to sample a product and encourage immediate action.