With the holidays approaching and the Christmas range already in the shops, consumers are increasingly tempted to make impulse purchases. How can we, as the fruit and vegetable sector, profit from this too? These five elements allow those extra (vine) tomatoes to end up in the shopping cart: product, presentation, placement, price and positive feelings.
To be filed under impulse purchases, products need to be recognisable. As soon as more information is needed, you have lost the attention of the consumers and they have probably walked off. Impulse purchases are all about quick decisions making. When consumers know what they have in front of them, they are more inclined to immediately place the product in their shopping cart. Careful consideration and impulse purchases do not go well together.
A pretty presentation is crucial to convince consumers. This counts for the product itself – a glossy, deep red (vine) tomato will be purchased quicker than a paler or even green version – as well as its packaging. Attractive packaging has the right balance in colour, typography and sometimes photography. As a whole, it needs to trigger the senses. Impulse purchases and emotions are closely connected.
Where in the supermarket, corner shop, kiosk, petrol station or other selling point do you present the impulse purchases? Choosing the right location along the shopping route of the consumer is crucial. It goes without saying that regular (vine) tomatoes can be found in the fruit and vegetable section. But what if you also present snacking tomatoes near the check out, as a healthy alternative to the chocolate bars that can be usually found there? This way, consumers are encouraged to make an extra – healthy – purchase while waiting in line.
As mentioned before, consumers should not think too long when it comes to impulse buying. A higher price – which could be seen as an investment – creates a sales obstacle. People stop, think and carefully consider their purchase which means that the moment of quick decision making has already passed. By presenting products at an attractive price, you leave no room for any doubt. Nine out of ten times, these impulse purchases will end up in the shopping cart.
Since impulse purchases are seen as a bonus, they should spark positive feelings. A container of snacking tomatoes might not be a necessary item, but it is nice and nutritious. And it is also easy to take with you. Impulse buying is extra encouraged by an element of surprise: consumers do not plan to purchase these products but will do so because the presentation, placement, price and positive feelings are a perfect match.
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