Much has been written about Impulse sales and their importance in the successful management of retail operations. However, we will cite one article that does sum it up quite well and let you do your own research. The article we reference here is a five part, (increase your sales series) that appeared in this article at:
http://conveniencestorenews.wordpress.com/2008/08/18/7-part-guide-to-incr
easing-sales-with-add-on-purchases-p1/
The checkout counter and other Impulse zones are what Sharkbins are all about. In shark Impulse zones, we define the counter area around the cash register as the premier impact zone, where you have one last chance to add sales that can increase your profits. Although Sharkbins are quite capable of trailblazing a new product, and in some cases that would be desirable, we anticipate driving increases with items that are your best sellers anyway, or something everyone wants. More sales of anything will generate more profits and it's all about the profits. So the increases will always be higher with items that are normally good sellers anyway, so just sell more of those items. All stores regardless of expertise have one thing in common, customers. Find the items all people want and place them in their sight line within the impact zones, and they will buy them. The register area is your last shot, but anywhere the traffic flows can be an impact zone. Like the coffee counter in the morning, the cooler area in the evening and so on. Store managers can just watch the traffic and see the potential spots and place impulse products there. Impulse zones should be kept simple and small, don't confuse customers with to many choices, witness the candy shelves in C-Stores. Some people are so confused there they buy nothing at all. We think three to six offerings are sufficient per impact zone with the right mix. Sharkbins are portable, re-configureable at will and can be moved around the work space to take advantage of the opportunities. We took great care to make Sharkbins attractive, inviting and as out of sight as possible to make contained articles the real show and in full view of the customer. Additionally, Sharkbins have a wealth of advertising space available to add advertising if desired.
