As self-checkout, just-walk-out payment methods, click-and-collect and delivery have become a focal point in retail’s journey toward “frictionless” shopping experiences, traditional strategies and touchpoints for impulse purchases must be reworked, according to “The New Front End: Answering the Challenge of Impulse Conversion,” a report by EDGE Marketing, an Advantage Marketing Partners agency. The report offers new perspectives for brands navigating today’s shopping and retail environment.
Reimagining Impulse Buying in a Frictionless Shopping and Retail Landscape
“The concept of impulse can be instigated long before the shopper enters a store or website and cultivated beyond the completed purchase,” according to the report. “The foundational secret of achieving the spontaneous buy is to build connection at every stage of the shopper journey. Only through becoming a sort of constant background presence will brands truly be ready for the ‘buy moment,’ when an unplanned purchase is made.”
Profiling the Impulse Shopper
“The New Front End” lays out a profile of front-end shoppers, shopper mindsets that fuel impulse purchases, the physical and digital spaces that are prime for impulse buys and tactics to engage potential impulse shoppers.
