We get lots of
shopping tips from avid oily rag readers, who espouse the
virtue of having a shopping list as a way to avoid the many
temptations that retailers cunningly put before their
customers. While there is no doubt that shopping lists are
crucial for oily rag shoppers, it is also helpful to
understand the research associated with impulse buying. Most
of this research has been carried out by retailers wanting
to increase sales by better understanding the impulsive
instincts of shoppers. We think that by being aware of the
tricks of the trade, oily rag shoppers will be better
prepared to avoid them!
About half (in fact research
varies from anywhere between 40% and 70%) of all grocery
purchases are spontaneous or unplanned! That is, the shopper
did not go into the store intending to buy the item at all,
or did not intend buying that brand of item.
Consumers were more likely to make an impulse buy when the
product is displayed at the end of the aisle or at the
checkout register than if it was displayed in-aisle. This
explains why we are confronted by mouth watering chocolate
bars and eye-catching magazines at the checkouts!
Those who like a deal (and that’s most is
us!) are more likely to be tempted by in-store specials.
Those with a well prepared and planned shopping
list are less likely to buy on impulse, and they tend to
plan their purchases down to the brand level. In other
words, they know exactly what they want to buy, like
Champion standard flour. Those without a list may still buy
flour, but they may buy what ever looks appealing at the
time and may end up paying more. This shows that list
shoppers have done their homework before entering the
turnstiles and know which products are the best buys.
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Those who go into a store to buy only a few
things were also less likely to buy on impulse. It was found
that the more shoppers needed to buy (larger households for
example) the greater the proportion of impulse buys in their
shopping basket. This is probably because the biggest
single factor leading to impulse buys was the number of
isles shopped. This explains why retailers are more likely
to have must-have items like milk located at the very back
of the store – past as many other categories as possible -
or displayed next to less frequently purchased products.
Those more inclined towards impulse buying are:
Women (we guess because most men
don’t like shopping, unless it’s for things like cars,
fishing tackle, or the latest electronic gadgets!)
Larger shopping parties, especially those with
an army of children saying, “can I have …..” and those
sneaking stuff into the shopping trolley.
Those
on higher incomes and more discretionary spending.
Those with a sweet tooth!
Let’s not forget that behind the very
innocent and very appealing in-store displays is a retailer
who wants you to spend more. Like politicians plotting and
scheming ways to win your vote, retailers spend a good deal
of time trying to figure out how to ensure you leave the
store with more of their stuff than you had planned. For
those who are interested in finding out more about the
research, see the Shopping Tips section of the oily rag
website at www.oilyrag.co.nz.
One last thing, we are
holding a “Win a Free Book” competition on
www.oilyrag.co.nz. The two minute survey asks you to pick
from two covers of a kids book we are about to release. All
those taking part will go into the draw to win a free copy
of the book.
You can contract Frank and Muriel Newman via
the oily rag website (www.oilyrag.co.nz) or by writing to
Living off the Smell of an Oily Rag, PO Box 984, Whangarei.
The book, Living Off the Smell of an Oily Rag, is available
from all good bookstores – and from the
website.
*************
* Frank and Muriel Newman are the authors of
Living Off the Smell of an Oily Rag in NZ. Readers can
submit their oily rag tips on-line at www.oilyrag.co.nz. The book is available
from bookstores and online at www.oilyrag.co.nz.
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