Impulse sales is one of the ways to increase the value of each receipt and thus increase the shop's turnover. It is particularly well suited to the grocery shop. How does it work and how do you organise it to make it effective? We have gathered a few tips!

Impulse shopping - how does it work?

When going shopping, most customers have a fairly precise list of items that should be placed in their shopping basket. However, it is not uncommon for additional items to appear in addition to the pre-planned ones, often at the very end of the shopping process - right at the checkout. These are usually a variety of confectionery items - candy bars, wafers, lollipops, small packs of jelly beans or sweets - as well as chewing gum, ice cream or drinks. All of these can be categorised as impulse products, i.e. products that consumers reach for spontaneously. This decision is significantly influenced by their low price and accounts for a small percentage of the total receipt value. At the same time, it is worth noting that usually products from this category are characterised by high margins, thanks to which their sale brings a relatively high profit, and thus has a real impact on the increase of the shop's income. Translated with DeepL.com (free version)

Impulse products versus in-store display. Where to place impulse products?

One of the most important elements of impulse sales is the proper display of impulse products. The best place for this is the cash area, i.e. the area where purchases are finalised. Why? For at least several reasons:

1. Waiting for the cashier to clear their purchases gives customers time to look at the offer in sight and add additional products
2. Even very disciplined shoppers who pop into a shop 'for one thing' can't skip this stage of the buying process, so this is the last chance to get them to buy more,
3. Customers become accustomed to finding certain products in the cash area and sometimes when entering the shop they head straight there in search of a specific range, such as chewing gum. Of course, impulse products may also appear in other areas of the shop. This is especially relevant for promotional items, but it is in the checkout area that these sales are most effective.

How to display impulse products to achieve high sales?

It is not only where the impulse products are displayed that matters, but also how they are presented. The basic principle is to arrange them in such a way that they are clearly visible, even "eye-catching". The colour of the packaging is important in this case - the more intense the colour, the greater the chance of attracting customers' attention.

The second important element is the neatness of the display. It is important that it is clean and tidy. Products should be arranged evenly with clearly visible labels so that it is easier to locate a particular product. It is also important to ensure that the prices are correctly marked, so that the customer does not have to look for the right one for a long time and can quickly make a purchase decision.

Another aspect is the systematic restocking of the assortment, ensuring that the display is always full and that its contents correspond to the price labels on the shelf. It is also a good idea to attract customers' attention by highlighting current promotions or reminding them of various holidays and gathering themed products at the checkout.

Shop equipment useful for impulse sales

The principles of impulse sales organisation are easier to implement with the right shop furniture, which allows products to be properly displayed. The RAPA SiX line of LK-SiX, LK-SiX/X and LK-SiX IMPULS cash counters are ideal for this task, as they not only allow for an attractive presentation of impulse goods, but also for an elegant and coherent arrangement of the cash area. The individual models of the cash counters can be freely combined to create an aesthetically pleasing and functional customer service area.

Another type of equipment helpful for successful impulse sales is small POS-A refrigerated shelving units. They can accommodate products that require refrigeration, such as ready-made sandwiches, salads or desserts, as well as bottled and canned drinks. Their relatively small size allows them to be easily positioned close to the cash register in both small and large shops.

If you would like to find out more about RAPA furniture and devices for impulse sales, please contact our Customer Service Department at 81 742 53 10 or write to: rapa@rapa.lublin.pl. We will be happy to answer any questions!