Impulse buying is a very common behavioural occurrence in the world we live in today. We are constantly tempted and tormented with the things we don’t need though we must have, in order to fill a certain emotion or feeling at that current time.
Consumers tend to experience a wide range of emotions when impulse buying, one of these emotions being ‘guilt’, as some had felt that they had “lost all self control”. (Mendenhall, 2014) However even when these emotions are experienced they continue to repeat the process of shopping and impulse buying because it led them to feeling the pleasure was significantly rewarding.
In recent studies, they found that consumers were doing and increasing amount of spontaneous and unplanned shopping that has led to use of advanced techniques being implemented by marketers to further influence impulse buying and purchases. (Stern, 1962) These techniques consist mainly of the Visual Displays of the merchandise and the Pricing methods and strategies used for the products.
In terms of Allen’s, aside from there visually bold and captivating packaging. There use of visual displays of there merchandise from supermarkets to social media is a sweet cocktail of constant innovation, uniqueness, slight subtleness and step ahead of competitors. The aim of visual displays is to communicate the retail and company value, quality and the opportunity to create separate identities in consumers. (Gregory, 2016) In super markets around Australia, Allen’s utilises the opportunity of Point of purchase displays to further enhance the likely hood of impulsive purchasing by consumers. These displays are part of Allen’s base marketing concept in supermarkets, they are generally located at or near the checkouts to draw consumers attention and create a last minute impulse buy. (Waters, 2017) Similarly, Allen’s lollies are strategically located in one section of the supermarket, ranging from the top shelf to the bottom shelf, this is done so that no matter the height or age of the consumer there is always the advantage of consumer acknowledgement and awareness.
In early 2016, Allen’s introduced the innovative social media campaign that allowed dedicated consumers to “vote for the lolly they wanted to be freed from the party mix”, (News, 2016) this encouraged consumers of all ages to take a greater interest in the company once more which stimulated the reminder impulse buyer theory. This is when an advertisement or other information regarding the product stimulates you to remember prior experiences with the product or knowledge of it which sparks the impulse purchase. Later that year Allen’s opened the first visually appealing pop up store in Sydney, with every consumers favourite sweet treats packaged in individual bags and the opportunity to create unique personalised lolly jars of there own. This was a smart marketing move by Allen’s as it boosted sales, and value of the company adding those two sweet words was essential : “Limited Edition” into the promotional efforts. It led the audience to make un rational and impulse purchase decisions in a positive manner that reminded them of experiences and memories from their past as well as being to be apart of personalisation and customisation of a large brand. (Nestle, 2016) (Hickman, 2016)
In the retail industry, a great way to influence a consumer is to implement pricing strategies such as forms of discounts, specials and unexpected cheaper prices. By doing this consumers are increasingly willing to purchase a product that is out of range of there evoked set, adding to the reasoning behind impulse purchasing. Pricing is described as an extremely percussive tool according to (Zimmerman 2012) as consumers feel a sense of attraction to products that they never intended to purchase. By introducing the consumer to the concept of a cheaper prices and the personalisation of prices for a product it disrupts there normal and programmed routine, having a major impact on the buying behaviour. Additionally, 88% of impulse buys are affected by the perception of lower prices when visiting both physical stores and online stores. In relation to Allen’s, implements the use of specials and discounts in supermarkets for example “2 for $4”. Encouraging target audiences to make un rational and quick decisions due to the price value.
The truth is that your unconscious mind is often driving your behaviour as a consumer under the influence of basic motivations and human drives.
Handy tips on how to stop and or reduce impulse buying, heres
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No author, 2016, ‘Lolly makers cave to social media campaign, again’, news.com.au, viewed 4 May 2017, http://www.news.com.au/lifestyle/food/eat/lolly-makers-cave-to-social-media-campaign-again/news-story/86a72c6b46aaae0222cae51802fd7cfd