We’ve all been there. You promise yourself you’re going to “stick to the list” on this shopping trip, but you end up coming home with an entire cart of “great deals.” These aptly names “impulse buys,” bought on a whim and typically unplanned and largely unneeded, are a huge part of any store’s revenue. So how do you create custom floor displays that cater to the lucrative impulse buying behavior? Keep reading, and we’ll take you through the shopping psychology and product placement strategies that encourage your shoppers to toss a few extra items into their carts.
TEST IT OUT
Looking to unload extra stock and increase revenue? Customers are drawn to seeing your products unwrapped and in action. Create custom counter displays that show off what your products can do, and never underestimate the power of a free sample. Give demonstrations, let customers try out products and be sure to highlight the multiple functions of what you’re selling. The in-person tests and demonstrations, along with the instant gratification that comes from them, are something your customers can’t get in online shopping—so make the most of your brick-and-mortar opportunities.
KEEP COSTS DOWN
Impulse buys are just that—unplanned. Most often, customers aren’t going to buy an expensive product without at least some thought going into the purchase, even if it’s significantly marked down. Instead, a good rule of thumb is to stick to the $10 and under range for your impulse-friendly products, at least with those you place near the checkout lines and registers. Customers are much more likely to throw a few lip balms and phone chargers into their carts—and smaller items require much less of a hard sell than larger appliances or expensive gifts.
MAKE IT APPEALING
Another advantage of the brick-and-mortar store? The way you sell your products can make all the difference. Online, customers either already know what they want to buy and they’re looking for the lowest price, or they’re just mindlessly scrolling through stock photos of items where everything is pretty much on the same playing field. In a store, impulse point of purchase displays allow you to control which items customers are drawn to. Color, unsurprisingly, plays a big role in what sells. Customers usually associate the color red with sales, so even if your items aren’t technically marked down, a red sign that highlights a price like “3 pairs for $15” can still attract customers. Also consider products that are just, well, plain fun. Kids waiting in line are drawn to products with a variety of textures, especially those that make noise or talk. And parents, anxious to keep their children behaving well while waiting in line, are usually more than happy to toss an inexpensive stuffed animal or piece of candy into their bags if it means buying everyone a little peace and quiet in line.
STAY ON BRAND
Yes, customers like to see red signs, indicating a potential sale. But the actual text of your displays also matters. Believe it or not, smart marketing tactics can encourage immediate purchases—indicating that a sale will last for “Today Only!” or will go on “While Supplies Last!” can be the subliminal push that your customers need. Don’t be afraid to, quite literally, stick to your true colors as well. Items that are on a display consistent with your brand’s colors and logo will sell just as well. Make sure you place larger displays right up front—no customer wants to weave through your store to get to the “sale room” or “sale section.” Doing that can often make it look like you’re trying to hide bad merchandise.
By now, you’re ready to up the impulse buys in your store. Get ready to unload excess stock, increase customer excitement and see a difference in your profit margin as your customers add “one last thing” to their shopping carts. What’s not to love about that?