Utilise Queuing Time With Impulse Merchandising

By Author: Robert Deans
Total Articles: 246
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It is ordinarily believed that once the consumer has entered the queue for a point of sale that their significance as a shopper has come to an end. The widely held belief is that a shopper in-queue is just anticipating a till assistant to become available so they are able to pay for their goods and then leave. Yet, this doesn't actually have to be the case as the time spent in the queue can be put to use to guarantee increased sales and turnover. Impulse merchandising affords the business a number of opportunities to increase their turnover and improve their image with the customer.

Above all, impulse merchandising offers the company a considerable chance to acquire further sales and consequently increase turnover. As consumers waiting in queues are usually weary and have got little else to occupy themselves with, sales displays within queues are a priceless opportunity. Shoppers that are waiting in a line will usually look at items that are around them, even if initially nothing catches their eye. They just use it as a way to pass the time. Consequently ...
... impulse merchandising in the form of sales displays inside the queue itself present a distinct opportunity for the business. By placing low worth items within such displays customers will think very little of adding these items to their purchase as a special treat. It's also a good idea to exhibit products of broad appeal, that shoppers may have intended to buy but have forgotten about until entering the queue.

Impulse merchandising can also be utilised as a way to amuse waiting customers, subsequently boosting customer relations with the retailer. As mentioned before, customers waiting to make their purchases are commonly in a state of boredom. Boredom can readily bring on frustration, which could cause consumers to exit the shop with an unfavorable impression of the business. However, exhibits inside the queue itself supply a distraction from the queue and reduce the boredom of the customer. Therefore, the waiting period before the shopper is served by a cashier will seem to be significantly less than if the customer were simply waiting without distraction. Impulse merchandising displays can often lessen customer stress and boost their all round perception of the company. Also, if the in queue displays incorporate products that are of daily use and that shoppers may have forgotten to pick up, the customers perception of the company may well be increased even more as they feel personally assisted by the store.

Impulse merchandising supplies retail companies with a distinctive chance to potentially increase sales and turnover but also improve the image of the company and the customer experience. By supplying sales items within the queue itself the business can guarantee further sales by taking advantage of the waiting period but can also pacify waiting shoppers by providing an appealing distraction. The two advantages of impulse merchandising are the boost in sales and revenue along with enhanced customer relationships. Exploiting this kind of opportunity provides many benefits to the business both now and into the future.

This article was written by R. Deans on behalf of Lawrence Metal Products, experts in crowd control solutions including impulse merchandising. For more info on impulse merchandising please visit LawrenceMetal.com