- THE MAGAZINE
- CONSUMER INSIGHT
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- DESIGN GALLERY
Consumer Insight - September 2013
Impulse and Pre-Considered Shopping
WHERE IT'S DONE
People can make on-the-spot or planned buying decisions nearly anywhere, but this month’s data focuses on store purchases in shopping malls.
WHAT GOES ON
Most shoppers go to malls looking to shop at specific stores (62%) or for specific items (54%), but a considerable amount do go to the mall without a mission and will buy whatever strikes their fancies. Still others visit solely to look or hang out with friends.
WHO DOES WHAT
Younger consumers are most likely to browse and impulse buy or not buy at all. Single consumers are substantially more likely than married consumers to visit a mall for browsing, and out of all employment levels, part-time workers are the most willing to spend their free time at the mall for fun — but just because they spend more time near the shops does not mean they buy more.
What Brands Can Do!
>Build it, and they will come only works some of the time: to bring more people into stores to buy, brands can:
- Drive spontaneity among people in relationships by encouraging dates at the mall with eating, entertainment and shopping deals.
- Consider locating their upscale retail store by others to help encourage browsing by those with higher incomes.
- Consider in-mall advertising/presence for organizations seeking to target those in the 18-24 range.
- Let buyers pre-shop by adding items to a virtual cart, with the items waiting for them when they arrive.