The challenge of the impulse purchase is unique for brands because it relies on enticement outside of a shopper’s existing plan. To achieve this, impulse purchases rely on incentives like captivating packaging, taste appeal, and ideal placement. The need-state for impulse purchase has to be created in the moment. This is like capturing lightning in a bottle.
But that’s not all. For both small and large format retailers, the front-of-store section is going through an accelerated period of change. The front end we historically shopped in grocery, mass, and convenience for the past 20 years will soon be a thing of the past. Contactless payment options, SCOs, digital wallets are all causing massive shifts in how retailers are designing the front of store, and consequently, how shoppers are interacting with this area. Additionally, inflation is impacting customers’ mindsets around unplanned expenses, as they are looking to reduce costs wherever possible.
Traditionally, market research has focused on brand-level or SKU-level analysis when evaluating front-of-store impulse purchases. These insights don’t sufficiently capture true shopper behavior, for a number of reasons. Because different brands have higher market share, the data isn’t always indicative of true performance.
To truly unlock the potential of impulse conversion, a more granular approach is required. At Explorer Research, our methodology utilizes Virtual Reality research and heat zones which allow for meticulous analysis of each section and row of the shelf. This allows us to gain a deeper understanding of the specific areas that drive visibility and conversion rates. This level of detail enables retailers to pinpoint their prime real estate and make data-driven decisions. The results provided by this research help maximize traffic flow efficiency and operational efficiency, reduce labor costs, and drive basket growth for front-end impulse.
One key finding from our research is the significance of optimal placement in driving impulse conversion. Strategically positioning products is the maximum point of impact that retailers can utilize to tap into traffic passing through the front of the store.
Driving impulse conversion presents both challenges and opportunities for retailers. By understanding the impulsive nature of purchases, tailoring strategies for different retail channels, and capitalizing on optimal placement, retailers can enhance their conversion rates. The significance of this VR research is not just in testing what’s available today, but testing for the future and rapid revolution happening in the front of store. By combining comprehensive research, granular insights, and innovative approaches, retailers can navigate the competitive landscape and unlock the potential of the front-of-store transaction zone.
Contact us today to find out how Virtual Reality can be used to unlock deeper insights to help your brand drive front-end impulse.
