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Last Updated on June 29, 2023 by Packoi Team
Do you know what that means?
You have the power to encourage impulse buys. You can influence the emotions of your target market through impulse displays.
You see, impulse displays and purchases go hand in hand. With the right display boxes in brick-and-mortar stores, you can influence customers to make unplanned buying choices.
In this article, we’ll focus on using counter-display boxes to grab the attention of consumers so they’re encouraged to make impulse buys.
Understanding the Impulsive Buying Behavior of Customers
Did you know that more than 9 out of 10 millennials have admitted to making an impulse buy at least once while shopping? This is according to a survey done for CreditCards.com.
Not only that, a study published in the Journal of Consumer Marketing revealed that impulse sales account for 20% to 70% of the overall sales of a product. According to the Journal of Retailing and Consumer Services, some retail sectors even show an 80% contribution.
These are only a few of the reasons why you need to create an atmosphere that encourages impulse buying in any retail store.
But the question is how can you create an atmosphere to trigger unplanned buying decisions?
You need a deep understanding of a typical consumer’s shopping behavior, first.
Impulse purchases happen because of several factors. An article published on Gitnux.com reveals that 88% of respondents made an impulse buy because the item was on sale.
Apart from that, other factors that affect impulsive purchases include visual appeal, product placement, limited-time offers, and even the personal mood and disposition of the buyer at that particular time. Even the beliefs, sociocultural values, and demographic profile of customers influence their ability to make impulse buys.
What does this mean?
It’s not just about using impulse displays to trigger unplanned purchases.
It’s about being strategic with your retail displays so you can trigger impulse buys among your customers to eventually increase sales.
7 Must-Haves to Encourage Impulse Buying
The great thing about impulse buys is you can put triggers all over the store to increase the chances of it happening. But you don’t just dangle the product in front of the customer.
To encourage impulse purchases, you have to put the right display box with the right products at strategic places within the store.
The design has to call out to the subconscious of the customer and awaken a desire within. This is how you subtly convince them that the impulse purchase is justified. To make this possible your display box should have these 7 must-haves.
Use an Eye-Catching Design
The visual appeal of retail displays is crucial in catching the interest and attention of your customers. The Journal of Consumer Research reveals that impulse purchases are usually made within the first 30 seconds of seeing your product.
But the key idea here is “seeing the product.” There won’t be impulse buys if the customer doesn’t see your product.
This is why you need to create a design that stands out. It should make people look so their minds have the chance to process and decide to make an unplanned purchase.
Use vibrant colors, engaging images, and attention-worthy graphics. Make sure the designs you’ll choose are aligned with your brand identity.
Be Strategic with Your Placements
Ideally, you want to have impulse displays all over the store. But according to separate studies published in the Journal of Retailing and Consumer Services and the Journal of Marketing Research, the following places are prime locations for triggering impulse purchases:
- Point-of-purchase displays (e.g. checkout area of grocery stores or checkout line of retail stores)
- End-of-aisle displays (floor displays)
- In-store product demonstration counters
These are the perfect spots to trigger impulse buying in customers. In particular, the display boxes on a checkout counter add to the urgency of making a purchase. After all, the customer is at the end of their shopping journey in the store. After they pay, they’re going out so any last-minute buying decisions happen at the checkout counter.
Create a Sense of Urgency
Impulse purchases happen because the customer knows that they only have a limited time to buy the product.
This is why putting a sense of urgency in the design of your packaging can encourage impulse buys. Add texts like “limited offer” or “special edition” in the display box. Highlight bundle deals and mention that it’s time-sensitive.
Make the customer feel a fear of missing out (FOMO).
Impulse buying also increases when people know it’s an exclusive deal that will expire after some time. Even if they don’t need the product, they’ll choose to buy it because they don’t want to miss out on the discount.
Highlight the Product Value
The product arrangement also matters if you want to trigger the need for impulse buying. First of all, the product should be displayed in a way that highlights the product’s value.
Use tiered levels for your retail displays so people will see the product well. This makes it look neat and organized. It’s okay to experiment with different layouts to see if people will react better to the new arrangement.
If you’ve built a trustworthy reputation for your brand, make sure it’s highlighted as well. Some people won’t recognize a new product but once they see the brand, they immediately take interest in it. Sometimes, impulse purchases happen because loyal customers want to support their favorite brand.
Provide Engaging Product Descriptions and Benefits
Creating an engaging product box is a must-have to trigger impulse buying behavior. Highlight the description and the benefits so people will know if it’s something that they need.
What is the unique selling point of the product? Put that in big bold letters and make sure it’s the first thing that the customer will see. If that USP resonates with a lifestyle aspiration or desire of the customer, they’ll easily give in to the urge to make impulse purchases.
Be creative when you enumerate the features of the product. Once the USP gets the attention of the customer, make them read the whole description. The more they read about the product, the more they can convince themselves that the impulse buy is justified.
Add Interactive Elements
Another way to trigger an impulse purchase is by impressing customers enough to keep their attention on your product. The best way to do that is by making your display interactive.
An example is by putting testers in the display box. Entice customers to give your product a try. The more they stay and interact with your product, the more chances you get to impress them.
When they read the description and use the product tester, they get more information about it. Since the interaction is giving them a first-hand experience, there’s a better chance that the buying decision will tip in your favor.
This is how you establish a connection with prospects and eventually encourage them to become impulse buyers.
Put a Clear Call-To-Action
Even after you encourage impulse buying, if there’s no clear call-to-action, how will it lead to an actual purchase?
This is why it’s a must that your design includes phrases that encourage customers to ACT NOW. These include words like “Get Yours Today,” “Limited Stocks Only” or “Exclusive Edition” to get people to give in and make impulse purchases.
Put these words on the upper part of your display so your customers won’t miss it. Guide them to make the purchase immediately.
Why Is a Counter Display Box Ideal for Encouraging Impulse Purchases?
Impulse displays can come in many shapes and forms. But there’s one that’s considered to be the most effective in triggering the impulse buying habits of customers.
These are point-of-purchase displays. These are product boxes that you see on the checkout counter.
These counter displays have the right features that make them an effective tool to encourage impulse purchases. If you put the right design on it, these can improve the shopping experience of consumers. It can also stimulate impulsive buying habits that can eventually turn into customer loyalty.
Let’s take a look at why these boxes are effective impulse displays.
It Is Compact and Portable
Counter display boxes are compact because it’s designed to sit on countertops – sometimes, they’re right beside the cash register. It’s also portable so you can easily move and relocate it to be featured in different checkout areas.
Since they can fit right beside the cashier, it’s perfectly positioned to influence impulse buys. It doesn’t occupy a lot of space so it should be easy to move it where the foot traffic is heaviest.
It Is Meant for Impulse-Worthy Products
Counter display boxes don’t just feature any product. Because of its compact size, you can only fit small products in it.
Guess what? It’s the small products that are ideal for impulse purchases. These include small snacks, candies, chocolates, or cookies. It also includes trial-sized products.
In the buyer’s mind, it’s easy to justify impulse buying of small items compared to bigger ones. It won’t seem like it’ll eat up a huge part of the budget. So most likely than not, customers will go through with the purchase.
It Has a Visually Appealing Display
One of the key features of point-of-purchase displays is the ability to draw customers’ attention. After all, when a consumer stands in line, they’re not doing anything but look around and wait for their turn.
People are more likely to focus their eyes on the engaging descriptions, vibrant colors, and creative graphics of counter display boxes.
It’s a great opportunity to get people to know more about a product. They’re not distracted so they’re more likely to make an impulse buy.
It Provides Easy Access to Products
Counter display boxes highlight the products. It’s not just through text or images. These boxes carry the actual product. Sometimes, they even have space for testers so customers waiting in line can get the products to try them out.
This easy access to the product makes it easier to make impulse purchases. The boxes have open layouts so the products are on full display. Most counter displays have trays that allow products to stand. This makes it easy to display the different variants of the product – giving the customer the option to pick the one that interests them the most.
It’s Positioned to Promote Urgency in Buying
The thing about checkout counters is they feel like the end of the shopping experience for the customer. While they wait in line, customers tend to think about the things that they have to buy and cross-check if they need anything else.
Any last-minute buying decisions are done here.
The counter display box is in the perfect position to take advantage of the customer’s mental state. Customers make a lot of impulse buying decisions – especially if the display box highlights the sales promotions of the brand.
Start Encouraging Impulse Purchases through Your Packaging Design. Packoi Printing Can Help.
Encouraging impulse buying through counter display boxes is a great move to increase the revenue of your brand. By using eye-catching designs and taking advantage of its position in the checkout area, you’re increasing the chances that customers will buy your product.
Don’t ignore the potential of display boxes to grow the popularity of your brand and products. It’s not just the design that you have to think about.
Make sure you partner with the right company to create impulse displays.
Packoi Printing is here to help you with that. We have years of expertise and experience in providing businesses with effective packaging materials that serve as marketing tools as well.
Give us a call so we can talk about your packaging requirements. We’ll get back to you with a fair quote as soon as possible.
