- 1). Place impulsive items in view. Shoppers usually view merchandise placed at eye level (prime retail space), down to knee level. Items should catch the eye of consumers, without requiring any effort by the consumer. Better yet, items should be placed so that a passing consumer cannot help but see the item.
- 2). Position items in easily accessible locations. Consumers do not go looking for impulsive items. They look for the items they came to the store to buy, and they will take the path directly to those products. All buying customers will make it to the cashier; thus, the check-out counter is a key position for impulse purchases. This route defines the retailer's "window of opportunity" to grab the attention of the consumer with some "extra" items for her home.
- 3). Market impulse items with attractive displays and packaging. Displaying products within view is not enough. Customers are often busy or distracted; they are focused on looking for the items they plan to buy and ignoring everything else. Attractive items stop customers automated thought processes, instill curiosity or interest and draw attention to an unplanned item.
- 4). Price impulsive items so that consumers will not have to think about whether or not they can afford to buy the product. The price should be attractive for the type of item it is, the target customer base and economic conditions. The best approach would be to price the item so that it is actually a good deal — one that customers cannot afford to pass up.
- 5). Make the product appealing to the target audience. If an item is made for teenagers or is a child's toy, it should be attractive to these age groups. Items should also be appropriate for the retailer. Retailers often target a certain market niche and cater to specific demographics. Impulse items should appeal to this demographic as well.
- 6). Advertise impulsive items or offer impulsive items with obvious benefit or functionality. Impulsive items should not be complicated or require further research to understand an item's value. Impulsive items should have a clear, immediate benefit. This immediate benefit could satisfy a craving (candy or snacks); it could have a unique appearance to an otherwise functional item (such as a fancy pen); or it could be a commonly needed item (lip balm) that is priced right.
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