Granulated sugar refers to the goods of impulsive purchase. Merchandising is the formation of a buying impulse. Provocateurs of impulsive purchases of goods

Today, many products in the store fall under the category of impulse goods. This category of goods 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 goods.

The market for impulse goods is constantly evolving. At the same time, the crisis, which has affected many aspects of our lives, has practically not touched this market.
The principle of unplanned consumption of goods of impulse demand is very actively exploited by the manufacturer, which brings new brands to the market.

Great variety gives broad scope advertising activities. After all, the specifics of consumer behavior and consumer properties of goods of impulse demand 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 take at the very last moment (in Europe this figure is 64%).

Ways to promote
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, laying out the assortment position) at the point of sale. According to the theory of psychology, 70% of decisions a person makes under the influence of reasons that almost exclude the participation of logical thinking. Making an impulse purchase is a process of obvious dominance of desire over reason, when a decision is made instantly, without comprehending strong and weaknesses goods.

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

For retail, impulse purchases are of no small importance today. The number of goods of impulse demand in minimarket 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 trading network to promote goods of impulse demand begins with merchandising. The first to apply merchandising techniques in our country were the marketers of large transnational corporations such as Wrigley, Coca-Cola, Pepsi, whose goods belong to the category of goods of impulse demand. It was these companies that brought into use the prevailing worldwide idea that two-thirds of consumers make their purchase decisions on the trading floor, at the counter. At the same time, if the required brand is not available in the store, an alternative one will be purchased with a greater possibility.

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

Of great importance is the optimal use of the space of the trading floor:
80-90% of buyers bypass all points of sale located along the perimeter of the trading floor, 40-50% of buyers bypass the inner rows;
The most "demanded" in terms of attracting the attention of buyers are the entrance area and the cash desk area.

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

The buyer's funds are limited. The more items in the cart, the less money he has left for shopping, and if the item is further away, there is a chance 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 his time near the cash registers. The checkout is an ideal place for goods that are purchased on impulse. The buyer, being in line at the checkout, is not busy with anything and is more exposed to promotional materials.

The main criterion for allocating space on the trading floor is an increase in income per unit of trading floor space.

layout
The location of the product in the right area is not the key to success. With regard to impulse goods, the golden principle of merchandising is felt very sharply: when moving a product from floor level to eye level, sales increase by 78%, from hand level to eye level - by 63%.

In addition to the cash desk, the end parts of the racks, 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 points of sale, promotional products or information about the product here.

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

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

Ideal products for placement in this zone are chewing gum, chocolate bars, small sweets, cigarettes. But often there are boxes 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 offered for a long time, creating an additional crowd of people in addition to the line at the checkout.

Ignorance of the specifics of the goods and the conviction of the merchandiser that you can sell anything here, lead to the fact that the assortment in this area is very chaotic.

Among the suppliers there is a struggle for a shelf in the checkout area, and retailers are actively using this, setting up appropriate conditions for suppliers to place their products.

This is almost the most expensive area in the supermarket. The “shelf fee” is the highest here, which will not necessarily manifest itself in the ruble equivalent. In order to be located 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 retailer makes the final decision.

“Each one in his own way forms the checkout assortment. Ideally, it should be as adjusted as possible: the optimal number of product groups, goods of only impulse demand and, most importantly, the absence of an overabundance. If there is oversaturation, the effectiveness of this zone is greatly reduced. And the money that manufacturers paid for placing goods near the cash register is meaningless,” 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 St. Valentine's Day, chocolate gifts for the New Year, etc.

The assortment needs to be constantly updated, warming up the interest of the buyer, but the top sellers should always be present.

"Dead zone
In everyday retailers, you can often hear the term "cold" or "dead" zone. These are the shelves that are the least visible to customers, and therefore very disadvantageous for displaying goods. These include:
Entrance zones that remain behind the consumer;
The far part of the store (according to statistics, only 40-50% of consumers go to the farthest self-service zone);
Lower 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 customer flow.

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

It turns out a very interesting situation. In fact, it is unprofitable for the store to give "bad" shelves with low turnover to the leaders of consumption. 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 exit from the assortment matrix of the store.

There is a standard set of methods to deal with such problems, such as placing at the back of the store and in the corners of "anchor" mass-market products that customers are consciously looking for (milk, bread, groceries), or specialty products (expensive alcohol, baby food, animal feed, etc.).

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

You can try to get rid of "dead" zones at the store planning stage. “The location of some product groups, the redirection of the customer flow of the store in the city of Vidnoe allowed us to increase the turnover,” states Larisa Dumanskaya, Chief Specialist retail organization food products network "12 months".

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, signs, or promotions.

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

POS
For proper organization retail spaces use POS materials that draw the attention of consumers to products. These are dispensers, wobblers, stickers, trays for small items, light boxes.

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

If we turn to mobile POS-stands (Mobile display systems), it can be noted that they have a number of significant advantages compared to conventional POS-materials: mobility and portability.

The mobility of stands allows solving such problems as highlighting branded products within the product category, providing 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;
Fine design;
Compactness;
Invariance.

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

Package
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. Catchy promotional packaging can increase sales by an average of 20%.

Goods presented in a good "correct" package is the face of the company, increases 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, without the knowledge of the administration, they can transfer a competitor's goods from a favorable place to a warehouse, and instead supply their own. Or move a competitor's products to another shelf, sometimes even into a "dead" zone. It is even easier to push a competitor's product deep into the shelf, and fill the front row (face) with your own products.
Such behavior of merchandisers inflicts heavy losses on networks. So they take appropriate action.

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

The Metro network does not allow merchandisers of suppliers whose products belong to the FMCG category to work on their premises. In this product group, there are category merchandisers, independent employees of merchandising agencies who display one category (for example, “beer, juices, waters”).

However, the battles of merchandisers are not so easy to stop.

Although the syndrome of impulsive purchases 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, buying unnecessary things,
shopping trips for a long time, more than originally planned
preoccupation with shopping interferes with social or professional activity and lead to financial problems.

In one study of 2,513 adult shoppers randomly selected, 5.8% of those surveyed met all of the diagnostic criteria for impulse buying syndrome.

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

Today's consumer activity is built on impulsive purchases and is already a common behavior. Our consumer culture allows us to be tempted to buy something without considering the consequences of the purchase. This is bad? Is this an indicator of unhealthy? In my opinion, yes. Impulsive buying is associated with the presence of increased anxiety and indicates a lack of mental well-being in a person.

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

Impulsive buying disrupts the pattern of normal buying decision making. The logical sequence of human actions is replaced by the irrationality of the moment of self-satisfaction. Items purchased in moments of impulse purchase belong to the emotional side of consumers and are often used by various store managers. Techniques such as pre-purchase budgeting and pre-purchase timeout often help prevent impulse buying. However, these methods do not work for everyone. People who have a mental disorder are not able to fight the irresistible desire to make purchases.

Reasons for impulsive purchases

The reasons, at first glance, may seem innocent, but there are a number of points that are displayed along with this behavior, which reflects its detrimental effect.
First, people who make impulsive purchases look successful from the outside, and this can 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 masking of internal contradictions, which indicates the instability of higher nervous activity.
Second, it has been scientifically proven that impulsive shoppers tend to experience more anxiety and have difficulty managing their emotions. This once again proves that such buyers have some kind of mental disorder.
Third, it has been found that impulsive shoppers tend to be less happy with a purchase, despite the fact that they make a purchase in order to improve their mood. However, they experience the joy of buying only 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 are disappointed in her and experience disappointment, depression, remorse, etc. about this.

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

♦ "consumer goods" ("essential goods", "call goods", "barker goods", "program goods", "habitual purchases");

♦ "preselection goods" ("deliberate purchase goods", "high-involvement purchases");

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

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

The buyer chooses the most accessible outlet in advance. Therefore, for the successful sale of consumer goods, the geography of the store location and its status for the buyer are of particular importance. Such products form the basis of the consumption program and satisfy utilitarian needs (functional and practical benefits), are characterized by habitual purchase and low level of involvement of the buyer, relatively low prices, large volumes of consumption, fast inventory turnover and provide the main flow of buyers in stores. Commodities 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 goods, according to the definition of Louis Bucklin, - goods for which the consumer does not have a complete preference map before a specific need arises, which means that it must be supplemented (i.e., searched) before purchase. , which is expressed as:

♦ they are rarely acquired;

♦ they are dominated by hedonic (subjective and emotional) benefits;

♦ these are durable goods;

♦ Cognitive dissonance is associated with their acquisition; the discomfort that the buyer feels after making a purchase and is the basis of psychological risk;

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

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

If a potential buyer is well informed, then he buys the right product after a 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 trading floor or other places where they are sold.

Impulse goods- goods bought under the influence of impulses and related to unplanned purchases. Such products 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. impulsively. Impulsive needs are characterized by the fact that the buyer ignores them until the moment the prevailing need is satisfied, according to Maslow's theory of needs. This gives reason to assume that it is necessary to follow a certain sequence of placement of departments on the trading floor and goods on the shelves.

Impulse buying is a purchase made on the basis of sudden decisions, without reflection and calculation.

There are the following types of impulsive purchases:

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

Impulsive-reminding purchases - goods, the discovery of which reminds the client of the need to make a purchase;

Impulsive 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 goods in cases where they are associated with them as accompanying impulses. In addition, the constant improvement of information technology makes the needs more individual, and buyers - well informed. At the same time, they require less concentration 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 is increasing. It is possible to increase the effectiveness of such interaction as a result of direct "communication" of the goods and the buyer himself without intermediaries represented by traditional sellers and consultants. Modern Information Technology allow you to advise customers before they visit the trading floor. The individuality of the direct "communication" of the product and the buyer is also determined by the fact that the boundaries between fashionable, emotionally significant and ordinary goods are gradually blurred, therefore, everything arises. more problems with their identification by means of a trade mark.

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

The method of impulsive purchases is based on the allocation of areas of the trading floor that are little visited and not covered by the active attention of visitors and placing "deliberate purchase goods" in them, as well as using attractive areas of the trading floor and "essential goods" to regulate the movement of buyers, purposefully distribute them in the space of the trading floor and the increase in "goods of impulsive demand" as a source of additional profit.

To implement the method of impulsive purchases, 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 impulsive demand";

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

o allocate 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-involvement shopping") -> "adaptation zone";

♦ "essential goods" ("everyday demand", "habitual shopping", "low-involvement shopping") -> "buy zone";

♦ "impulse goods" ("purchases without a pronounced degree of involvement") -> "return zone"(Fig. 3.1).

Not all visitors feel the same about and identify products as "essential", "special" or "impulsive". Each visitor evaluates them depending on the status of the goods and his own status in each case.

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

♦ made up the most compatible combinations from the standpoint of buyers who seek to satisfy a complex of their needs;

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

When classifying and placing goods on the trading floor adequately to the behavior of customers, it is probably necessary to proceed from the fact that the same goods (brands) in different stores can be perceived differently by visitors, have different statuses and perform completely different functions in the trade and technological environment. process. This is due to many factors, among which are the following:

♦ product specialization and policy;

♦ selected assortment policy;

♦ store location;

♦ consumer traditions and nature of demand;

♦ price strategies of manufacturers of trademarks and price policy of a trading company;

♦ income level of the population and solvency 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 shown a separate cash desk specially designated for this purpose. To stimulate the cooperation of customers 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 finishing this stage the next stage is the processing and analysis of the obtained results. 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, the share of impulsively purchased goods (I) can be determined using the following formula:

where: N about - the general population;

N s - the number of items of goods purchased by the studied population 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 retailer.

In marketing, such an indicator 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 its activities on the psychological mood and behavior of the buyer on the trading floor and most optimally distribute it educational resource. To determine this indicator, we propose to calculate the coefficient of impulsivity of the brand of goods (/ m):

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

However, the "strength of impulse" may 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 to be used to clarify the functions of a given brand among all impulsive goods. "Momentum strength" is defined as the ratio of the number of impulsive purchases of a given product (brand) to the total number of all impulsive purchases in the form of the following formula:

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

n n - the number of items of all impulsive purchases.

The closer I vm to one, the higher the impulsiveness of the purchase and the status of this product in the "return zone". However, marketers and specialists of the trading floor should not be limited to a single identification of the values of 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 momentum" and other characteristics of goods are dynamic, that is, they change over time. As a result, some goods may 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 an 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 based on 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 proximity of the "seller goods" and "guided goods". To determine a compatible neighborhood, you can use the "reciprocal purchases" method, the essence of which is that the purchase of one product stimulates the purchase of a certain amount of another product associated with it.

The key to the success of any outlet is the correct choice of assortment. First - its basics, the "backbone", for 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 impulsive purchases in small stores can be up to 50% of turnover. What makes this part of the range extremely important.

Money 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 obvious dominance of desire over reason, an instant decision to buy without understanding the strengths and weaknesses of the product. Most impulse buying happens:

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

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

Be related to pleasure.
Be attractive in appearance.
Have a small size or imply "divisibility"
Get the most out of your showcase.

People and pleasure.

All goods can be divided into two unequal groups: those that are exclusively impulsive purchases for a given outlet (for example, magazines and books for a supermarket - few people go there just for them) and goods that are most often bought as targeted, however when competent work with a buyer, their sales can be increased through impulsive buying. 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 as potential impulse purchase goods. In addition, all items of small size and low cost that can provoke the buyer due to bright colors and attractive packaging can become impulse buying goods. For example, about a year ago, a batch of brightly colored mini-staplers laid out in the checkout area was successfully sold out in the Komus chain of stores about a year ago.

The first thing that significantly increases the possibility of a "random" consumer choice is the packaging and display of the goods in the window. It can be said that for a supermarket, packaging and display play the role of a seller - they are the ones who must tell about the attractiveness of the product and prove its necessity. The brightness of the package 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 routine consumption goods (for example, the dairy group).
colors associated with comfort 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 should correspond to the type of product and the conditions for its storage. So, cold tones in the design trading floors(blue, white, gray, cold pink) contribute to a decrease in sales of goods of the product group as a whole, however, they can increase the number of impulsive purchases in the frozen food department (the illusion of freshness and purity is created), brownish and greenish tones contribute to an increase in the sale of wines and reduce the sale of computer and computer technology etc.

How to post?

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

And finally, the third is the use of the type of calculation and commercial equipment. The buyer in the store subconsciously tries on the product for himself - imagines the taste of sausage or sour cream, the position of his own body on the bed he chooses, 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 relaxation, a feeling of momentary relaxation - that is why laying out chips "in bulk" that evokes the same associations helps to increase their turnover at the expense of buyers from among the "succumbed to memories". We can say that the increase in the number of impulsive purchases is facilitated by two main methods of calculation:

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

Display type	Callable associations	Examples of products for which this type is most often used
Horizontal	Quality and goodness	Any
vertical	Abundance, solemnity	Wines, juices, dishes, table accessories.
single	Exceptional product value	Expensive stationery, jewelry, wines, dishes.
Horizontal single	Increased product value.	Appliances. Alcohol.
in bulk	Ease. Relaxation. Relaxation.	Crisps. Sweets. Beer. Shower and bath accessories.
Pallet	Reduced price and value.	Cheap products. Products. Appliances.

Additional opportunities to draw attention to the potential subject of an impulsive 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 the display of 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, single people make the largest number of impulsive purchases, married couples are in second place, and only families with children are in third place. At the moment, in the US, one in four is single, while in Russia the figures are much lower, but they tend to the American level. This allows us to count on an increase in the number of "money impulses" in stores and encourages us to pay a little more attention to them than usual.

9 out of 10 shoppers make impulse purchases, study saysThe Checkout conducted by Integer Group branding agency. How do retailers manage to lull the vigilance of buyers?

Retailers use an arsenal of tactics to get shoppers to buy a product they don't like, don't need, and isn't on their must-buy list.

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 Checkout, a shopping behavior study conducted by Integer Group, a retail branding company.

Such purchases are the lion's share profits of companies operating in the field retail, - even if we're talking only about trinkets like plastic bracelets and small bags of candy lined up along the checkout lines.

The site spoke with experts and found out how retailers encourage us to buy - so subtly that we are not always aware of it.

Discounts, promotions and tastings

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

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

"Firstly, the very concept of an impulse purchase and the size of the cost of the goods are important. Often, an impulse purchase hides an existing need of the client, but at the moment it is not realized by the client. The focus of an impulse purchase, in my opinion, is that when the client sees the goods this very realization was happening," says Natalya Petukhova, an expert at Retail Training Group.

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

Another way to stimulate spontaneous purchases is through loyalty programs and cross-sale offers for favorable price. “On the Internet, for example, these are the options “they often buy with this product” and “they are perfect for this product”, 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,” concludes Natalya Petukhova.

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