In the article Packaged to seduce, it was extensively analyzed how it comes to impulse buying through packaging. However, there are significantly more factors at the POS that entice an impulse purchase. Numerous measures are taken, especially in food retailing. A good marketer incorporates these into his shopper marketing strategy. With this in mind, let’s take a little trip through the supermarket.

Customer guidance and its implications

The very first step into the store seduces the customer with the smell of fresh fruit. It is remembered the last vacation, relaxation is the result. The bright colors draw attention for a short time and a fresh apple is also spontaneously packed. The entrance of the supermarket tempts the customer to follow the aisle counterclockwise. Thus above all right-handers reach faster with their strong hand for articles at the “edge of the run way”.

The aisles in supermarkets are consciously narrower arrange. This forces the customer to stop in awkward situations; for example, when two shopping carts meet. Stopping allows time to look around the store. The thematic arrangement of the merchandise means that the customer’s shopping list is constantly being extended in his or her mind. Suddenly one gets appetite on bread and buys the jam or the spread chocolate from the compartment next door immediately in addition.

Also the size of the shopping carts is not coincidental. Large shopping carts give the customer the feeling that they are not buying much. There is room for unplanned products. Special offers and a good shopping atmosphere give the customer a comfortable feeling. Everyone wants to make snappers, right?

Goods placement on the shelves

Goods placement within the shelves also plays a major role in generating impulse purchases. Goods in the grasp and field of vision are perceived faster and thus also rather bought. Since the expensive commodity is placed additionally also on the right side, high-priced impulse purchases with still more attractive margin develop.

The human being is a habit animal, therefore the placement of the commodity is rearranged in regular distances. Thus, every now and then, there is still a surprise and inspiration for the regular customer in search of the proven products.

Accessing the last meters

The shopping is done, now just to the checkout. The so-called “Quengelzone” is probably the best known of all placement strategies. While waiting at the checkout, the eye usually wanders through the nearby shelves, and it is grabbed again on the home stretch.

B+D is clear: It is important to respond to the purchase decisions and the neurological processes of the customers, because only in this way the sale is increased sustainably.