New Study Reveals Secrets to Increasing Unplanned Purchases
By Sam Hui, Jeffrey Inman, Yanliu Huang and Jacob Suher
Based on these findings, retailers can employ several strategies to convert shoppers from passive browsers to buyers.
The researchers use this new data set, in conjunction with an entrance survey of purchase intentions, to study consumer behavior. They found:
- Unplanned purchases tend to complement planned purchases. For example, a shopper who plans to purchase cheese is more likely to consider an unplanned purchase of sour cream.
- Products that are on promotion, that are higher in hedonicity (e.g., chocolate) or that need to be refrigerated are more likely to be considered as an unplanned purchase.
- Shoppers who reference coupons/in-store circulars or interact with the store staff when considering a product that’s not on their shopping list are more likely to purchase the product.
- Shoppers who stand closer to the shelf are more likely to make unplanned purchases.
- Promotions are effective in convincing consumers to consider a product, but they do not significantly affect a consumer’s decision to purchase that product.
- Consumers typically leave room for unplanned purchases in their mental budgets.
The paper entitled, "Deconstructing the ‘First Moment of Trust’: Understanding Unplanned Consideration and Purchase Conversation Using In-Store Tracking,” appears in the August issue of the American Marketing Association’s Journal of Marketing Research.