Impulse buys are when customers make an unplanned decision to buy a product shortly before the time of purchase. By stimulating these purchases, you can sell more and increase your turnover. Price is less of a barrier when emotion takes over. For impulse buys you need to appeal to your customers’ emotions by create extra stimulation with floor displays, counter displays or cross-selling strategies. Ready for more impulse buys? Here are some tips.
Stimulate impulse buys at your hospitality business
Why are impulse buys important for your business?
Impulse buys are important for your business for several reasons. The most important being increased turnover and greater levels of customer satisfaction. This is a double-win that you should certainly take advantage of. Let's delve deeper.
Increased turnover: impulse purchases, such as snacks, desserts and drinks often have higher margins. They can significantly increase the profitability of your business. In addition, when customers make an impulse buy, they spend more than they were planning to, which increases the average spend per customer. Examples of impulse products are an attractively presented dessert or a delicious gourmet coffee, which can convince customers to spend a little extra. A smart move!
Customer satisfaction: impulse buys, which can include products like a colourful donut or a crusty artisanal loaf, improve your customers’ experience. This leads to higher customer satisfaction levels and greater customer loyalty. In addition, a wide variety of impulse products gives your customers the opportunity to taste new products, diversifying their experience and increasing overall satisfaction levels.
But that's not all. Impulse buys have other interesting advantages:
Optimising your sales space: strategically placed impulse products at the checkout or other prominent locations can allow you to make a profit from unused space and stimulate sales. For example, a narrow floor display for gift cards, drinks or even croissants and chocolate rolls. It's the ideal way to sell a little extra even during peak times, with no added work for you.
Regular customers: if your customers know there is always something new and interesting to try, they are more likely to return to you. This leads to a more stable stream of income. For example, savoury snacks or sweet treats that you present in “to-go” packaging at your business.
What stimulates customers to make more impulse buys?
Impulse buys are driven by emotions. Customers usually make these purchases to reward themselves or to lift their mood. A delicious muffin to quell their hunger while on the road is a good example. Another driving force is urgency and scarcity. This is where temporary offers, limited stock and buy one get one free promotions come in. After all, an extra sandwich or waffle doesn't make much difference to you. Or a special hamburger that is only available for a limited period, which meat lovers won't want to miss.
In short: impulse buys are purchases consumers don't think about for very long. Before they know it, they've ordered a more expensive main course or bought an extra delicious treat.
Strategies to stimulate impulse buys
To influence your customers’ emotions, it's important to stimulate their appetites and senses. Seeing, touching, tasting and smelling can encourage your customers to buy a little extra, even when they weren't planning to.
Product placement and presentation
Place impulse buys at strategic locations, such as next to the checkout, at the entrance or in areas where customers have to wait. This increases the visibility of these products and boosts the chances that your customers will make a purchase. Place them at eye level, so your customers can easily see them and make a quick decision.
Visual appeal
Use colourful and attractive products or packaging that attract the attention of consumers. Sweet treats like donuts are usually impulse buys — and for good reason. They look appetising, stand out visually and fly off the shelves. Another option is to create a themed, colourful display to highlight these products and increase their magnetic pull.
Seduction techniques
Use delicious scents in your business, like the smell of freshly baked bread in your bakery, fresh soup in your sandwich shop or coffee aromas in your coffee bar. Scents get customers’ appetites going — and before they can eat or drink they first need to buy! Another way to seduce your customers into a purchase is by offering free samples. For example, mini donuts, mini snacks or even mini patisserie.
Promotions and deals
Special promotions such as two for the price of one or buy one get one half price stimulate your customers to buy more. Especially when it comes to indulgences. Double the fun for the same price? Sold! Or consider meal deals. Offer a sandwich with a pain suisse and free soft drink, or a chef's menu including soup and a slice of chocolate cake for dessert.
Social media marketing
Impulse buys are made in the moment but you can still use social media marketing to funnel your customers towards an impulse buy. Post your promotions on your social media channels to persuade your customers to visit your business today.
Tip: want to sell more donuts at your business? Request the free counter display from La Lorraine Bakery Group and stimulate more impulse buys in an instant.
Increase your impulse buys with LLBG
Products that look delicious, sell better and stimulate impulse buys. That's for sure. Want to increase your turnover with impulse buys and also optimise your food cost percentage? Take a look at the products from La Lorraine Bakery Group and discover our displays for donuts and other products. Any questions? One of our representatives will be happy to help.
3 strong brands, 1 contact person for your business