Impulse Zone

Wiktor Miałkowski
Wiktor Miałkowski
25 July 2019

The cash register zone in stores is often referred to as the impulse shopping zone.

100% of customers pass through it and all of them stop there quickly or for longer. The important thing is that, while being here, the customer is still open to purchasing, which makes this area different from zones which are next to the store entrance.

Particular store chains present various approaches toward the cash register zones. The vast majority put stands with impulse-buy products here. Some of them are huge stands with a height of more than 2 meters, with the logo of selected manufacturers (in this case m&m - see photo), while others use smaller ones.

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So far, only Auchan has decided (a long time ago now) to completely abandon the exposition in the cash register zone. Impulse products have limited value (low shopping threshold, requiring no further consideration), rarely feature on shopping lists, are intended for most customers and are frequently purchased. Typical product groups are chocolate bars, candies, and chewing gums.

If you'd like to download the high resolution photos click: photo1, photo2, photo3, photo4.

TAGS: Shopper, btl, probspl, impulse, sweets, bars