A new university study around drivers of unplanned purchases found ample opportunity for grocers to increase impulsive buys or at least drive higher-margin ones.
The findings were based on in-store video tracking to observe grocery shopping from the shopper's point-of-view in conjunction with an entrance survey of purchase intentions. The study found:
In a statement, Sam Hui of the NYU Stern School of Business and a co-author of the study cited a number of ways retailers could further convert shoppers from passive browsers to buyers.
"One tactic is to position categories with high-profit margins closer to the store entrance, so shoppers see the items before their budget for 'extras' is depleted," said Prof. Hui. "Another strategy for store managers is to distribute store circulars and/or coupons, not only at the entrance, but also at different in-store locations, so that shoppers are more likely to take advantage of them. Offering product samples or highlighting certain store displays that encourage shoppers to stand physically closer to the shelf is another good tactic."
Co-authors of the study included Jeffrey Inman at the University of Pittsburgh's Katz Graduate School of Business, Yanliu Huang at Drexel University's LeBow College of Business and Jacob Suher at the University of Texas at Austin.
Which of the suggestions for driving unplanned purchases mentioned in the article is most beneficial?