The rate of unplanned purchases has been negatively affected by growth in ecommerce, self-checkouts, click and collect and shifts in consumer shopping behaviors. In this evolving retail environment, there are new strategies to incent plus one purchases.
“The more commerce evolves, the more we’ve got to pay attention to make sure that we understand the occasions that are eroding,” said Leigh O’Donnell, head of shopper and category insights and solutions at London-based market research firm Kantar at the Sweets & Snacks Expo in Chicago.
Impulsive shopping behaviors were analyzed in a July 2022 study by Kantar—Retail in Transformation: Impulse—which collected data on the triggers, sentiments, actions and conditions that are present when an impulse purchase occurs.
To conduct the study, two pieces of location-based research, plus U.S. and global best practices shaped this content, according to the company. Kantar collected audits of 500 store shoppers and 200 online shoppers.
The study found that confectionery impulse is highest in the convenience and drug channels but struggles at grocery, mass, dollar and club channels relative to other categories.
How has impulse purchasing changed?
The physical layout of stores have transformed, O’Donnell said, with wider aisles since the pandemic began. Products high in fat, salt and sugar (HFSS), in fact, are not allowed on end caps in England, and laws like this are beginning to emerge on the west coast.
But new protocols like this are all the more reason to be dynamic in creating impulse purchase opportunities. “It doesn’t have to be on display or at the checkout to be an impulse purchase,” O’Donnell said.
Interruptions
Sixty-one percent of impulse purchases came from the aisles, a study by Kantar found.
Retailers can take advantage of this by interrupting shoppers’ routines with deal messaging hanging out from shelves. Magic price points, signs that call out prices simply, are another eye-catching strategy. Magic price point signs showcase flat dollar amounts with just one number ($3 instead of $3.00).
While impulse products don’t have to live in traditional spots like checkout, plan locations wisely.
‘When you can get an end cap or a display, keep fighting the good fight for that, too,” she said. And it doesn’t have to be on sale to be impulsive.
Solution selling
Solution selling, pairing ingredients together for recipes, is also worth fighting for, O’Donnell said. For example, shoppers love the combination of marshmallows, graham crackers and chocolate together on a display, she said.
Emotional buying
“The impulsive brain is very ancient and moves very fast,” she said. The rational brain takes control after the initial impulse comes.
Price, sustainability and ingredients all take a backseat to impulse. Those characteristics do not come to mind fast enough to beat the impulse brain.
Packaging
“When people are coming into the environment thirsty or hungry, packaging has the opportunity to speak to the customer,” O’Donnell said.
Desire for immediate consumption is often aligned with consumers’ moods.
“The ability to lift mood through packaging is a huge opportunity to drive impulse,” she said.
In-home impulse
Impulsive snacking decisions don’t end at the store. People are spending more time at home, which means products that lend well to merchandising at home have become attractive.
The Reese’s pantry pack, for example, is a pack of individually wrapped Reese’s made with several access points, ideal for easy access in the refrigerator, countertops or pantry.
“People want to have experiences that they used to have outside of the home, inside of the home,” said O’Donnell.