Inman et al have tested the relationship between product category, consumer, consumer activities, in-store stimuli and purchase rationality. To
drive unplanned purchases, they conclude:
- Expose the consumer to as many categories, in-store displays. and aisles as possible – this can be done by placing destination categories (such as milk) in strategic locations
- Maximize time spent in store by making the shopping experience pleasant
- Focus on returning consumers, who have higher store familiarity, through loyalty programs
- Focus on female shoppers
Inman J, et al. 2009.
The Interplay Among Category Characteristics, Customer Characteristics, and Customer Activities on In-Store Decision Making. JoM, Vol 73, Issue 6.
