Stimulate unplanned purchases in-store

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.