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February 02, 2009

The truth about impulse purchases

Posted in: Wine Strategy

According to Spar, research shows that the average TOPS booze shopper visits weekly and takes only 1 minute 42 seconds to select a wine. During that time, 54 percent browsed only one category of wine, and 38 percent left without buying anything. Only 12 percent of wine consumers actively read the front label and few ever read the "Drink with chicken or grilled fish" vague nonsense found on most back labels. Many shoppers only buy a bottle at a time, and stick to the bigger brands they know while moving within that company’s brand stable. Very few consumers shift their brand during tight times.

Retailers and manufacturers of consumer goods have long believed that most grocery store purchases are unplanned, and that showy displays will push more goods into shopping carts. The displays may help sales, but the underlying assumption — that most grocery store sales are impulse buys — is wrong, according to a new research paper co-authored by Wharton marketing professor David Bell.

Read the article & two possible strategies retailers could use to increase spontaneous purchasing in their stores.

Read Kim Maxwell’s report on the VinPro information day.

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