Impulse Buying Alive and Well at Retail
It may be that consumers are clipping coupons
and making shopping lists that they stick to more closely than ever before.
But, new research claims, it is also true that almost all shoppers go off
their lists to make unplanned purchases.
According to the research conducted by Miller
Zell, nearly two-thirds of consumers make shopping lists before going to
the store. Once in the store, roughly 90 percent make a decision to buy
something on impulse.
Curt Johnson, SVP for Miller Zell, told Marketing
were surprised. Because while we’ve been hearing so much lately about
how careful shoppers are being, making lists and doing research on purchases
beforehand, there’s still a lot of impulse buying.”
The group most likely to
make unplanned purchases is Gen Y, which is particularly drawn to advertising
messages (in-store and out) and end-caps.
talk so much about this generation researching everything online before
they buy it,”
Mr. Johnson said, “but this study showed that they actually index much
higher than other age groups in terms of finding all advertising — both
in-store and outside the store — as ‘very effective’.”
Y is, in fact, a lot more malleable inside the store than many marketers
think,” he added.
Discussion Questions: What do you take from
the Miller Zell research in terms of what retailers can be doing inside
and out of stores to drive unplanned purchases with Gen Y and other demographic
groups? What in your experience are the most effective tactics for driving
unplanned purchases in (you name the channel) stores?