Granulated sugar is an impulse purchase product. Merchandising is the formation of a buying impulse. Provocateurs of impulse purchases of goods

Many items in the store today fall under the impulse category. This category of products includes chocolate, chocolates, chocolate bars, all kinds of muesli, nuts, seeds, chips, chewing gum, as well as coffee, tea, alcohol (non-premium brands) and many other products.

The market for impulse-demand goods is constantly evolving. At the same time, the crisis, which has affected many aspects of our life, practically did not affect this market in any way.
The principle of unplanned consumption of goods of impulse demand is very actively exploited by the manufacturer, which introduces new brands to the market.

Great variety gives a wide scope of activities in the field of advertising. After all, the specificity of consumer behavior and consumer properties of impulse demand goods dictate tough competition conditions: if there is no favorite brand on the shelf, then the consumer will take another preferred one.

The level of spontaneity of purchases in our country is 82%, this is the percentage of buyers who decide what to buy at the very last moment (in Europe this figure is 64%).

Promotion methods
Impulse purchases make up the most attractive group in terms of application opportunities for merchandising and BTL technologies.

Especially important for unplanned (impulse) purchases is the exposition (exhibition, display of the assortment position) at the point of sale. According to the theory of psychology, a person makes 70% of decisions under the influence of reasons that almost exclude the participation of logical thinking. Making an impulse purchase is a process of clear dominance of desire over reason, when a decision is made instantly, without understanding the strengths and weaknesses of the product.

More and more product manufacturers are adopting BTL technologies, and their number will grow as competition grows. The growth of BTL is also facilitated by the increase in the level of professionalism of the agencies offering their services in this area.

For retail, impulse purchases are of no small importance today. The number of impulse-demand goods in mini-market chains can be up to 50% of turnover, in super- and hypermarkets - up to 20%. Therefore, retail chains should be interested in cooperation with manufacturers of goods in carrying out activities related to promotion.

Work in retail
Work in a retail network to promote impulse-demand goods begins with merchandising. The first to apply merchandising techniques in our country were marketers of large multinational corporations such as Wrigley, Coca-Cola, Pepsi, whose product belongs to the category of impulse demand goods. It was these companies that brought into use the worldwide perception that two-thirds of consumers make a purchase decision on the sales floor, at the counter. Moreover, if the required brand is not in the store, an alternative one will be purchased with a greater opportunity.

Western experts came to the conclusion that the correct calculation alone gives an increase in trade turnover by 12-18%.

Optimal use of the sales area is of great importance:
80-90% of buyers bypass all points of sale located along the perimeter of the sales area, 40-50% of buyers bypass the inner aisles;
The most "demanded" from the point of view of attracting the attention of buyers are the entrance area and the cashier area.

Zoning
The desire to buy something unplanned is especially strong at the beginning of the movement of the buyer through the store. If the competing product is located in the direction of travel earlier, then there is a very high probability that the consumer will acquire a personalized one without reaching the favorite brand.

Buyer's funds are limited. The more goods in the cart, the less amount he has left for purchases and, if the goods are located further away, there is a possibility that the buyer will not buy it, because he will not be sure that he will have enough money after purchasing the planned purchases.

The buyer spends most of the time near the cash register. The checkout is the ideal place for goods that are purchased on impulse. The buyer, being in the checkout line, is not busy with anything and is more exposed to advertising materials.

The main criterion for allocating space in the sales area is the increase in income per unit of space in the sales area.

Layout
The location of the goods in the right area is not the key to success. In relation to impulse demand goods, the golden principle of merchandising is felt very sharply: when the goods are rearranged from floor level to eye level, sales increase by 78%, from hand to eye level - by 63%.

In addition to the cash register, the end parts of the shelves, which are clearly visible in the direction of travel, serve as an attractive place for spontaneous purchases and advertising. It is recommended to place additional places of sale, promotional items or product information here.

When displaying goods on the trading floor, it is important to take into account the principle of seasonal rotation, which also allows optimal use of the trading space.
So, for example, honey on the top shelf in summer can be replaced with juices, sweet soda water or kvass.

Cashier
The checkout area is a tasty morsel for impulsive goods, but not every product is appropriate to place here. Many retailers, in pursuit of super profits, forget about this and overload checkout racks very much, thereby creating inconvenience for customers.

The ideal products to be located in this area are chewing gum, chocolate bars, small sweets, cigarettes. But often there are boxes of chocolates, shaving accessories, books. There was one retailer who even managed to place a rack with juice in the checkout area.

Placing CDs with movies and music in this area is also not very convenient. The consumer likes to choose from the proposed for a long time, creating an additional crowd of people in addition to the checkout line.

Ignorance of the specifics of the product and the merchandiser's conviction that anything can be sold here, lead to the fact that the assortment in this zone is very chaotic.

Among the suppliers, there is a struggle for the shelf in the checkout area, and this is actively used by retailers who set appropriate conditions for suppliers to place their products.

This is almost the most expensive area in the supermarket. “Pay per shelf” is the highest here, which does not necessarily manifest itself in ruble terms. In order to be accommodated in the checkout area, the supplier must offer the retailer the most favorable conditions: bonuses, discounts on goods, budgets for product promotion, and so on. The final decision is made by the retailer.

“Everyone forms the checkout assortment in their own way. Ideally, it should be verified as much as possible: the optimal number of product groups, a product of only impulse demand and, most importantly, no surplus. If there is oversaturation, the efficiency of this zone is greatly reduced. And the money that the manufacturers paid for placing the goods near the checkout loses its meaning, ”says Anton Bychenko, Business Development Manager in Russia at Spectrum Brands.

Seasonality plays a significant role in the formation of the checkout area: hearts for Valentine's Day, chocolate gifts for the New Year, etc.

The range needs to be constantly updated, warming up the interest of the buyer, but the tops of sales should always be present.

"Dead zone
In the everyday life of retailers, you can often hear the term "cold" or "dead" zone. These are shelves that are least noticeable to customers, which means they are very unprofitable for displaying goods. These include:
Entrance zones that remain behind the consumer's back;
The far part of the store (according to statistics, only 40-50% of consumers enter the farthest self-service zone);
Bottom left corner of the rack;
The beginning and end of a shelf or rack;
Nooks and corners;
Narrow aisles and dead ends isolated from the main consumer flow.

The turnover of goods in these zones is much lower than the store average. This is bad for both the retailer, who is losing profits, and the manufacturer, whose turnover is very low.

It turns out to be a very interesting situation. In fact, it is unprofitable for a store to give "bad" shelves with low turnover to consumer leaders. This means that these places go to goods, the demand for which is low. Such goods are doomed to a miserable existence or even to leave the store's assortment matrix.

To solve such problems, there is a standard set of methods, such as the location in the back of the store and in the corners of the "anchor" consumer goods that buyers deliberately seek (milk, bread, groceries), or special demand goods (expensive alcohol, baby food, animal feed, etc.).

“These“ Anchors ”will definitely be found. For their sake, the buyer is ready to travel the longest way, and on the way will put impulse demand goods into the basket, ”says Albina Mikalova, merchandising specialist of the Magnolia chain of stores.

You can try to get rid of "dead" zones at the stage of store planning. “The location of some product groups, the redirection of the store's customer flow to Vidnoye allowed us to increase the turnover,” states Larisa Dumanskaya, chief specialist in the organization of retail trade in food products of the 12 Months chain.

The disadvantages of the "dead" zone cannot be completely eliminated. Some of the manufacturers spend money on additional means of communication: POS materials, signs, wobblers, pointers, or holding promotions.

In Europe, for example, retail chains allocate problem areas not for racks, but for a permanent point for promotions from various manufacturers. This is what the 12 Months network does, which has successfully adopted the experience of its foreign colleagues.

POS
For the correct organization of the retail space, POS materials are used that attract the attention of consumers to the goods. These are dispensers, wobblers, stickers, trays for change, light boxes.

In the conditions of total congestion of the place of sale with advertising materials, POS-materials are engaged in a forced competition with each other, trying to win a place in the sun, instead of actually promoting trade marks and brands.

If we look at mobile POS stands (Mobile display systems), we can note that they have a number of significant advantages over conventional POS materials: mobility and portability.

The mobility of stands allows solving such problems as distinguishing branded products within a product category, ensuring the possibility of applying the practice of point marketing, and, consequently, increasing the frequency of impulse purchases.

Useful qualities of such stands:
Cheapness;
Quick assembly and disassembly;
Durability;
High presentability;
Great design;
Compactness;
Invariance.

What can be achieved with mobile stands?
Increase in sales volume without exceeding the amount of POS materials used and without increasing the number of points of sale;
Increasing the effectiveness of promotions by quickly repositioning the promoted products on the trading floor;
Opportunities to integrate into changing customer flows by changing the topography of the sales area. Optimal immobilization of impulse sales zones.

Packaging
When working with a product of impulse demand, we must not forget that merchandising, as well as the quantity and quality of POS materials, will not help in any way if the packaging of the product is completely unattractive to the consumer. A catchy promotional packaging can increase sales by an average of 20%.

The product presented in good "correct" packaging is the face of the company, enhances its image and the level of loyalty to it.

Merchandising Wars
The larger the outlet, the more positions of goods are presented in it, the fiercer the competitive war, including the war of merchandisers.

In this war, many, especially start-up companies, do not behave quite correctly.

For example, they can, without the knowledge of the administration, transfer a competitor's product from a favorable place to a warehouse, and instead put their own. Or move a competitor's products to another shelf, sometimes even to a "dead" zone. It's even easier to push a competitor's product into the back of the shelf and fill the front row (facing) with your own products.
This behavior of merchandisers inflicts heavy losses on the networks. Therefore, they take appropriate action.

Some require suppliers to provide a list of merchandisers who have the right to access the product. The time of their arrival at the point and leaving it is recorded in order to identify violators.

The Metro network does not allow merchandisers of suppliers whose products are classified as FMCG to operate. This product group includes category merchandisers, independent employees of merchandising agencies, displaying one category (for example, "beer, juice, water").

However, battles between merchandisers are not easy to stop.

Although impulse buying syndrome is not recognized as a disease by most specialists now.
However, there are objective diagnostic criteria that have been proposed for this disorder:

impulsive preoccupation with buying (characterized by overwhelming, mindless preoccupation)
buying more than you can afford by buying unnecessary things,
shopping trips for a long time, more than originally planned
preoccupation with shopping interferes with social or professional activities and leads to financial problems.

In one study of 2513 adult shoppers randomly selected, 5.8% of those surveyed had all of the diagnostic criteria for impulse buying.

Purchased items are often left unused, given away or returned to the store.
Although impulsive purchases are initially enjoyable, later this feeling is replaced by feelings of guilt, embarrassment and shame, but only until the next impulse of another, most often useless, purchase.

Today's consumer activity is based on impulse purchases and is already a generally accepted behavior. Our culture of consumption allows us to succumb to temptation and buy something without considering the consequences of the purchase. This is bad? Is this an indicator of not health? In my opinion, yes. Impulse buying is associated with increased anxiety and indicates a person's lack of mental well-being.

To understand the essence of impulsive buying from a psychological point of view, we must ask the question: "What prompts us to buy impulsively groceries or a thing?"
There are a number of answers to this question, and knowing them will help you make rational decisions.

Impulsive buying violates the normal buying decision-making model. The logical sequence of human actions is replaced by the irrationality of the moment of self-satisfaction. Items purchased at moments of impulse purchase relate to the emotional side of consumers and are often used by store managers. Preventing impulse buying is often helped by methods such as setting budgets before buying and time out before making a purchase. However, such methods do not help everyone. People who have a mental disorder are unable to combat the urge to shop.

Reasons for impulse purchases

The reasons, at first glance, may seem innocent, but there are a number of points that are inferred along with this behavior, reflecting its harmful effects.
Firstly, people who make impulse purchases from the outside appear to be successful, successful, and this may well characterize them in the eyes of others. However, such purchases are not always made by well-to-do people, more often it is a disguise of internal contradictions, which indicates the instability of higher nervous activity.
Second, it has been scientifically proven that impulsive buyers tend to have more anxiety and have difficulty managing their emotions. This once again proves that these buyers have some kind of mental disorder.
Third, it has been found that impulsive shoppers tend to experience less joy in buying, even though they are making a purchase to boost their mood. However, they only experience the joy of buying for a short time. Such people, at the time of making an impulsive purchase, do not take into account the real consequences of the money spent, which indicates a loss of situational control, a violation of mental health. In the future, they become disappointed in her and experience disappointment, depression, remorse, etc.

When introducing the method of intensive purchases, it is possible to recommend the formation of sections on the basis of combining goods into the following three groups:

♦ "consumer goods" ("essential goods", "appeal goods", "barker goods", "software goods", "habitual purchases");

♦ "pre-selection products" ("deliberate purchase products", "purchases with a high level of involvement");

♦ "goods bought under the influence of impulses" ("impulsive demand goods", "purchases without a pronounced degree of involvement").

Consumer goods- consumer goods that the buyer purchases relatively often, without hesitation, with minimal effort and time. Louis Bucklin defines this group as follows: "Products for which the consumer has a preference map even before a specific need arises, which indicates a willingness to purchase any of a number of substitutes known to him, instead of spending the extra effort required to purchase a specific product. ". They can be defined as products for which the consumer often visits specific retail outlets.

The buyer pre-selects the most accessible retail outlet. Consequently, for the successful sale of FMCG goods, the geography of the store location and its status for the buyer acquire particular importance. Such goods form the basis of the consumption program and satisfy utilitarian needs (functional and practical benefits), are characterized by purchase habit and low level of customer involvement, relatively low prices, large consumption volumes, fast turnover of goods and provide the main flow of customers in stores. Products in this group include, for example, certain vegetables, bread and bakery products, meat and sausages and other products that are not exotic or non-traditional for the market (sturgeon caviar, tropical and subtropical fruits, etc.).

Pre-selection products,according to Louis Bucklin's definition, - goods for which the consumer does not have a complete map of preferences before a specific need arises, which means that it needs to be supplemented (ie, searched) before buying. "Goods purchased after" thinking "are distinguished by the exclusivity of purchase , which is expressed in the fact that:

♦ they are rarely purchased;

♦ hedonic (subjective and emotional) benefits prevail in them;

♦ these are durable goods;

♦ cognitive dissonance is associated with their acquisition, i.e. the discomfort that the customer feels after making a purchase and forms the basis of psychological risk;

♦ their purchase is preceded by an extensive information search, that is, it is characterized by a high level of involvement;

♦ they require a lot of psychological and financial efforts associated with doubts of buyers about quality, fashion, price, etc., as well as with the correctness of decisions. Sufficient information about the product is necessary to overcome doubts. At the same time, the significance of the product itself for the buyer is higher than the significance of the place of its sale.

If a potential buyer is well informed, then he buys the desired product after preliminary study and comparison of prices, quality and other characteristics. After such preparation for the purchase, he does not need much attention to find the necessary goods on the sales floor or other places of their sale.

Impulsive demand goods- goods bought under the influence of impulses and related to unplanned purchases. Such goods are characterized by low prices, so their purchase is not associated with financial risk, for example, chewing gum, scotch tape, ice cream, etc. Decisions on the purchase of these goods are made very quickly, i.e. impulsively. Impulsive needs are characterized by the fact that the buyer ignores them until the moment the prevailing need is satisfied, based on Maslow's theory of needs. This suggests that you need to follow a certain sequence in the placement of departments in the sales area and goods on the shelves.

Impulse buyingis a purchase made on the basis of sudden decisions, without thinking and calculating.

There are the following types of impulse purchases:

· Impulsively planned purchase - goods for which the buyer made a decision in advance, and its implementation depends on the price, time, place of the offer and some other factors;

· Impulsive-reminiscent purchases - products, the discovery of which reminds the customer to make a purchase;

· Impulsive-incentive purchase - goods that the consumer sees for the first time in the store, but their purchase is stimulated by his desire to try and know them.

The composition of impulse purchases can be influenced by the structure and composition of essential goods and pre-selection when they are associated with them as concomitant impulses. In addition, the continuous improvement of information technology makes the needs more individualized and the buyers sufficiently informed. At the same time, they require less concentration of attention than before, which allows an increasing number of products to be positioned in the "adaptation zone". In other words, there is a redistribution of the functions of goods in the merchandising process.

The merchandising approach to assortment formation is also justified by the fact that the number of segments is increasing and the need for individual interaction with potential consumers increases. The efficiency of such interaction can be increased as a result of direct "communication" between the product and the buyer himself without intermediaries in the person of traditional sellers and consultants. Modern information technologies make it possible to advise buyers before they visit the sales area. The individuality of direct "communication" between the product and the customer is also determined by the fact that the boundaries between fashionable, emotionally significant and ordinary goods are gradually blurring, therefore, more and more problems arise with their identification by means of a trademark.

The impulse buying method relies on the impulsiveness of the subject (the buyer) himself. Impulsiveness is a specific feature of an individual's behavior or a stable trait of his character or temperament, which consists in the fact that in certain circumstances he acts on an initial motivation, under the influence of certain sensory-emotional phenomena or emergency circumstances (exterosituation). Often, an individual acts unconsciously, does not think about his actions, actions, purchases and other acts of behavior, and quickly reacts to certain actions of those around him, weakly reflexively and poorly considered.

The method of impulse purchases is based on the allocation of little-visited and not covered by active attention of visitors to the zones of the sales area and placing "thoughtful purchase goods" in them, as well as on the use of attractive areas of the sales area and "essential goods" to regulate the movement of buyers, purposefully distribute them in space of the trading floor and an increase in "impulsive goods" as a source of additional profit.

To implement the impulse buying method, you must:

o classify goods depending on the behavior of the buyer in the store and combine them into groups: "essential goods"; "goods purchased after deliberation"; "goods of impulse demand";

o divide the area of \u200b\u200bthe trading floor into zones depending on the structure and size of the visitor's cognitive resource at individual stages of the route of his movement;

o distribute goods to the appropriate zones, taking into account the compatibility of the visitor's behavior with the characteristics of the goods:

♦ "deliberate purchase goods"(" preselection "," high engagement purchases ") -\u003e "adaptation zone";

♦ "essential goods"(" everyday demand "," habitual purchases "," low engagement purchases ") -\u003e "buy area";

♦ "impulsive goods"(" purchases without a pronounced degree of involvement ") -\u003e "return zone"(Fig. 3.1).

Not all visitors have the same attitude and identify products as "necessary", "special" or "impulsive". Each visitor evaluates them depending on the status of the goods and their own status in each case.

Merchandising requires from marketers not only the ability to correctly identify individual needs and segment the market, but also form combinations of product groups, types and brands so that they:

♦ made the most compatible combinations from the point of view of buyers who seek to satisfy their complex of needs;

♦ combined with the interests of the seller who wants to use the effect of connected purchases to attract additional customer flows and increase profits.

When classifying and placing goods in the sales area in an adequate manner to the behavior of buyers, it is probably necessary to proceed from the fact that the same goods (brands) in different stores can be perceived by visitors in different ways, have different status and perform completely different functions in the trade and technological process. This is due to many factors, among which the following can be distinguished:

♦ product specialization and policy;

♦ the selected assortment policy;

♦ location of the store;

♦ consumer traditions and nature of demand;

♦ pricing strategies of manufacturers of trade marks and pricing policy of a trading company;

♦ the level of income of the population and the purchasing power of buyers.

It is necessary to determine the classification group of goods in each specific case. To do this, you can use the research method "before and after", the essence of which is as follows.

The first stage - the collection of information is carried out at the entrance to the store, when the visitor is asked the question: "What do you intend to buy in our store?" The response received is recorded in a special journal, and the buyer is indicated in a separate cash desk specially designated for this purpose. To stimulate the cooperation of clients with representatives of the company, they are called a gift (or use another form of remuneration), which they will receive after paying for the goods. After the completion of this stage, the next stage begins - the processing and analysis of the results obtained. They compare what was planned by the buyer and what goods were eventually purchased, in addition to those named at the entrance to the trading floor. Based on the results of such a survey, it is possible to establish the share of impulsively purchased goods (I) using the following formula:

where: N about - general population;

N s - the number of items of goods purchased by the studied set of buyers as planned.

Marketing practice shows that impulsively purchased goods account for over 45% of total sales and are a more sustainable source of profit for a retail trade enterprise.

In marketing, an indicator such as the degree of impulsiveness of a product can be important, which will help a merchandising specialist to correctly determine the role and status of each specific product or its brand, more accurately focus his activities on the psychological mood and behavior of the buyer in the trading floor and distribute it in the most optimal way. cognitive resource. To determine this indicator, we propose to calculate the coefficient of impulsivity of the brand of goods (/ m):

where n i . - the number of cases of impulsive purchase of the i-th product (brand).

However, the “strength of impulse” can also be of interest, which indicates the degree of participation of each brand in the formation of the general factor of impulsive sales of the enterprise. Based on their analysis, a rating can be established in order to use it to refine the functions of a given brand among all impulsive goods. "Impulse strength" is defined as the ratio of the number of impulse purchases of a given product (brand) to the total number of all impulse purchases in the form of the following formula:

where n i is the number of cases of impulsive acquisition of this brand;

n n - the number of names of all impulse purchases.

The closer I vm to one, the higher the impulsiveness of the purchase and the status of the given product in the "return zone". However, marketers and sales floor specialists should not limit themselves to a single identification of the values \u200b\u200bof these indicators, but to investigate the dynamics, geographical and other factors of their formation. It is necessary to proceed from the fact that the "strength of the impulse" and other characteristics of goods are dynamic, that is, they change over time. As a result, some goods can move from the category of "impulsive demand" to the category of "essential goods" as a result of changes in the purchasing power of the population, the formation of new preferences among buyers, seasonal fluctuations and other reasons. Such analysis is necessary when servicing different segments that differ in socio-economic and other characteristics.

The problem of placing goods according to the principle of their purchasing compatibility is of interest on the basis of the fact that in the merchandising approach a special place is given to goods as "sellers", therefore it is important to correctly determine the appropriate neighborhood of the "seller-product" and "slave product". To determine the compatible neighborhood, you can use the "related purchases" method, the essence of which is that the purchase of one product stimulates the purchase of a certain amount of related other product.

The key to the success of any outlet is the correct choice of assortment. First - its foundations, the "backbone", for the sake of which, in fact, the client goes to the store, then - those goods that can be called an optional accompanying part - toys, sweets, squid for beer, kinder surprise for delivery. It's funny to say and scary to think, but the number of impulse purchases in small stores can be up to 50% of turnover. Which makes this part of the assortment extremely important.

Monetary impulse.

According to statistics, 65% of decisions a person makes under the influence of reasons that are rather indirectly related to logic. Making an impulsive purchase is a process of clear dominance of desire over reason, an instant decision to purchase without understanding the strengths and weaknesses of the product. Most impulse purchases are made:

under the influence of an instant desire to use (I smelled fresh bread - really wanted to try)
under the influence of associations caused by the product itself (saw beer - remembered a feeling of slight relaxation - bought to taste it)
influenced by the associations created by the advertisement (saw the Pringles chips - remembered the elation that arose while watching the commercial - bought to experience the same in reality).

The main zone of impulse purchases is supermarkets and stores of personal daily consumption products (for example, household goods). In order to be included in the range of impulsive goods, products must have one or more of the following qualities:

Have a relationship with pleasure.
Be attractive on the outside.
Have a small size or imply "divisibility" (the possibility of small packaging or small packaging "for sample")
Have maximum demonstration capabilities.

People and pleasure.

All goods can be divided into two unequal groups: those that are, for a given outlet, goods of exclusively impulsive purchase (for example, magazines and books for a supermarket - few people come there for them) and goods that are most often bought as target ones, however in the case of competent work with the buyer, their sales can be increased due to impulse purchases. Most of the products, especially sweets, as well as condoms, cigarettes, alcohol, inexpensive household goods, household chemicals, candles, napkins, tablecloths, and so on, can be considered potential impulse buying products. In addition, all items of small size and low cost that can provoke a buyer due to their bright colors and attractive packaging can become impulse buying goods. For example, a batch of brightly colored mini-staplers, laid out in the checkout area, was successfully sold in the Komus chain of stores about a year ago.

The first thing that significantly increases the possibility of "random" consumer choice is the packaging and decoration of the goods in the showcase. We can say that for a supermarket, packaging and display play the role of a seller - they must tell about the attractiveness of the product and prove its necessity. The brightness of the packaging always helps to attract attention, but it is not always able to provoke a purchase. The most favorable design in order to increase impulsive demand are:

pastel colors associated with infantilism and creating the illusion of a "toy world": pink, light green, light purple, lemon - for everyday consumer goods (for example, the dairy group).
colors associated with coziness and a pleasant process of "consumption": brownish, beige, dark green with a brown tint - for all types of goods.

It should be borne in mind that the color of the design must correspond to the type of product and the conditions of its storage. So, cold tones in the design of sales areas (blue, white, gray, cold pink) contribute to a decrease in sales of products of the grocery group as a whole, but they can increase the number of impulsive purchases in the frozen food department (creates the illusion of freshness and cleanliness), brownish and greenish tones contribute to an increase in the selling rate of wines and reduce the sale of computing and computer equipment, etc.

How to upload?

The second factor that determines the number of impulsive purchases in the store is the proximity of product categories and the actual product units. The location in the immediate vicinity of goods that are related (the process of their consumption is inconceivable without each other - for example, razors and blades) or catalyst goods (can be used separately, but joint consumption improves the qualities of both - beer and fish, shower products, etc. body sponges), can increase sales by an order of magnitude. The M-Video chain of stores in the new hypermarket on Profsoyuznaya has placed a blister display of related products for video equipment (cords, headphones, adapters) in the immediate vicinity of the main ones - and in a month the record of the company's annual turnover for related products was broken.

And finally, the third is the use of a type of display and commercial equipment. The customer in the store subconsciously tries on the product for himself - he imagines the taste of sausage or sour cream, the position of his own body on the bed he chooses, he feels the surface of the handle he is going to buy. If the product is familiar, it recalls the emotions associated with the process of use. For example, chips associated with "eating" in a company with beer evoke memories of rest, a feeling of momentary relaxation - that is why laying out chips "in bulk", causing the same associations, helps to increase their turnover at the expense of buyers from among the "recollected". We can say that the increase in the number of impulse purchases is facilitated by two main methods of calculation:

Display of goods in accordance with the process of its use (see above)
Display of goods in accordance with the associations that it evokes

Layout type	Called associations	Examples of products for which this type is most often used
Horizontal	Quality and goodness	Any
Vertical	Abundance, solemnity	Wines, juices, dishes, tableware.
Single	Exceptional product value	Expensive stationery, jewelry, wine, dishes.
Horizontal single	Increased product value.	Appliances. Alcohol.
In bulk	Ease. Relaxation. Recreation.	Crisps. Sweets. Beer. Shower and bath accessories.
Palette	Reduced price and value.	Cheap products. Products. Appliances.

Additional opportunities to draw attention to a potential subject of an impulse purchase are provided by the location of the product at the beginning of the product line or on the end racks. The use of end racks with displaying goods for which the price is reduced or the most visually attractive, can increase both sales directly from the racks and, in general, increase the turnover of goods on the rack next to which such a rack is located.

According to statistics, the largest number of impulsive purchases are made by single people, in second place are married couples, and only in third are families with children. At the moment, in the United States, one in four is alone, in Russia the figures are still much lower, but they tend to the American level. This allows counting on the growth of the number of "cash impulses" in stores and encourages them to pay a little more attention than usual.

9 out of 10 people who visit stores make impulse purchases, study saysTheCheckout by Integer Group branding agency. How do retailers manage to lull shoppers' vigilance?

Retailers use an arsenal of tactics to get store customers to buy an item they don't like, don't need, and don't want to buy.

And their tricks often work: 9 out of 10 shoppers make impulse purchases by adding items to their shopping cart that were not on their shopping lists, according to the shopping behavior study The Checkout, conducted by Integer Group, a retail branding company.

These purchases account for the lion's share of the profits of retailers, even when it comes to knickknacks such as plastic wristbands and small candy bags lined up at the checkout lines.

The site talked to experts and found out how retailers encourage us to buy - so subtly that we do not always realize it.

Discounts, promotions and tastings

"The secret is hidden in the very definition of" impulse ", that is, a product that the buyer did not want to buy, but bought under some impression or reminder," says Elena Komkova, partner at Retail Training Group. The main tactics retailers use to generate the momentum they want are:

1. Mass display of goods in the so-called "hot zones" (ends of the handoll, pallets, collapses, promotional stands).
2. Significant price reduction or price registration with the words "promotion, sale, price reduced, etc.
3. For grocery products - tastings.
4. For non-grocery goods - the design of ready-made solutions for the use of a particular product, for example, the creation of interior compositions, so that the buyer has the thought: "Wow! And I want it that way!"
5. Duplication of the layout - the impulse product is laid out next to the main one (fish for beer, lemon for tequila, etc.)

"Firstly, the very concept of impulse purchase and the size of the value of the goods are important. Often, under the impulse purchase, there is an existing need of the client, but at the moment the client is not conscious of it. this very realization took place, "says Natalya Petukhova, an expert at Retail Training Group.

Special merchandising of a product is one way to get a person to make an impulse purchase. “Before summer comes, many people have a need for rest, and goods that cause associations with vacations, with vacations, can be purchased as the fulfillment of this need. That is, we buy emotions and associations,” the expert says. “Another example: universal the epic of losing weight begins in February, so people are ready to buy goods associated with slimness, sports, etc. In late autumn, you want warm colors ... ".

Another way to stimulate spontaneous purchases is loyalty programs and cross-sale offers at a bargain price. "On the Internet, for example, these are options" they often buy with this product "and" this product will be perfect ", and in retail it is checkout merchandising, when the client is already in the active phase of making a purchase and can purchase something else", - Natalia Petukhova concludes.

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