The impact of in-store advertising on impulse buying

April 24, 2023

In-store advertising can have a significant impact on impulse buying, which refers to the sudden and unplanned purchase of a product. In fact, there are several studies that have found a positive correlation between in-store advertising and impulse buying. One such study was conducted by Point of Purchase Advertising International (POPAI), which found that in-store advertising can increase sales by up to 20%. The study analysed 77 in-store advertising campaigns and found that these campaigns resulted in an average sales increase of 5.6%.

Furthermore, a study published in the Journal of Marketing found that in-store advertising can lead to a significant increase in unplanned purchases. The study analysed the behaviour of 1,000 shoppers and found that those who were exposed to in-store advertising were 18% more likely to make an impulse purchase than those who were not.

Overall, while the exact percentage increase in impulse buying may vary depending on the specific circumstances and types of in-store advertising, the research consistently shows that in-store advertising can have a significant impact on impulse buying behaviour. In this article, we will explore the reasons behind this phenomenon and how businesses can leverage in-store advertising to drive more purchases.

Sense of urgency

One of the main reasons why in-store advertising is effective in promoting impulse buying is that it creates a sense of urgency and scarcity. When customers see a limited-time offer or a product that is running low in stock, they are more likely to feel the need to buy it before it’s too late. This is especially true for products that are displayed prominently at eye level or near the checkout counter, where customers are more likely to see them. An example of this type of media is the Smart Grab & Go, which enhances in-store advertising campaigns for maximum sales impact.

Power of suggestion

Another factor that contributes to the impact of in-store advertising on impulse buying is the power of suggestion. When customers see an ad for a product that they did not originally plan to buy, it can plant a seed in their minds and create a desire for that product. For example, if a customer is browsing the snacks aisle and sees an ad for a new type of chips, they may be more likely to add it to their cart, even if they did not plan to buy chips originally. Using in-store advertising for your omni-channel marketing strategy will undoubtedly add value to your efforts.

Social proof

In-store advertising can also leverage the power of social proof to drive impulse buying. When customers see that a product is popular or in high demand, they may be more inclined to buy it, even if they don’t have a specific need for it. This is why displaying best-selling products or customer favourites at key positions in stores can be a powerful marketing tactic to drive sales.

Excitement and novelty

Lastly, in-store advertising can create a sense of excitement and novelty for customers. When customers see a new or unique product that they have not seen before, they may be more likely to try it out, even if they don’t have an immediate need for it. This is why product demos, free samples, and displays that showcase new products can be effective in driving impulse purchases. This is just one way that in-store advertising improves conversion rates.

So, how can businesses leverage in-store advertising to drive more impulse buying? Here are some tips:

  • Use eye-catching displays: Display products in a way that grabs customers’ attention and makes them want to take a closer look. Use bold colours, lighting, and signage to create a visually appealing display that draws customers in.
  • Create a sense of urgency: Use limited-time offers, flash sales, and promotions to create a sense of urgency and scarcity. This can motivate customers to make a purchase before the offer expires or the product runs out of stock.
  • Leverage the power of social proof: Display customer favourites or best-selling products to create a sense of popularity and demand. This can make customers more likely to want to buy those products.

In conclusion, in-store advertising can have a significant impact on impulse buying. By leveraging the power of suggestion, scarcity, social proof, and novelty, businesses can create effective in-store advertising campaigns that drive more conversions. When following these tips, businesses can capitalise on the opportunities presented by in-store advertising and boost their sales. Get in touch with our team to learn more.