Hershey figures out what drives impulse purchases in stores
Through a special arrangement, presented here for discussion is a summary of a current article from the monthly e-zine, CPGmatters.
The Hershey Company’s research team recently came up with “eight human truths” to help retail partners execute in-store promotions to support impulse purchases.
Renee Balliet, senior manager, shopper insights for Hershey, discussed these human truths in a workshop at the Shopper Insights & Retail Activation Conference recently in Chicago.
- Indulge. Shoppers seek permission to “give in” to the guilt. They know they can’t be good all of the time and really don’t want to be. Where can retailers and CPG companies capture consumers inside the store to make them stop and savor?
- Delight. New flavors? New packaging? An exciting retail display? Offer something that breaks up the sometimes mundane or noisy shopping excursion.
- Score. Help shoppers feel they’re beating the system by giving them a sense that they’ve found a great deal. Make it fun to follow an impulse.
- Recharge. Sometimes the consumer needs a break to boost energy or improve his or her mood. As an example, Ms. Balliet suggested selling Cliff bars at the front end.
- Remind. Suggestions can be made for items shoppers neglected to pick up that were on their shopping list or forgot to put on.
- Inspire. Savvy merchandisers may try to cause customers to stop in front of a product or category that they might not normally visit. How do they do this? By inspiring shoppers with a mental picture of what they could do with this product. “It’s about what you want rather than what you need,” Ms. Balliet noted. “Amplify that want.”
- Gesture. A retailer who can suggest a smart way for parents to prevent a tantrum from one of their kids and the accompanying stress will win their gratitude.
- Incent. Customers appreciate the opportunity for an impulse purchase that offers a small yet touching way to connect with their loved ones. “We need to come up with different conceptual plans for what happens when the front end goes away,” Ms. Balliet said.
DISCUSSION QUESTIONS: What advice do you have for using in-store promotions to drive impulse purchases? Which of the eight human truths do you see as most important in this regard?