GfK helps brands, retailers prepare for the future of impulse buying

Our current understanding of “impulse” buying is firmly rooted in brick-and-mortar landscapes – such as candy at the checkout, displays on high-traffic racetracks, and co-location of multiple products sold as a “solution” (i.e. bananas in cereal aisle). 

But rapidly changing shopping modalities, along with the explosive growth of ecommerce, demand that we redefine impulse buying for a new era. In a session at the OmniShopper conference, GfK retail experts will begin to stake out guiding principles to help brands and retailers leverage these emerging dynamics. 

GfK’s Joe Beier (SVP, Shopper & Retail Strategy) and Karen Goldstein (SVP, Consumer Insights) will present “Shop, See, Buy: Redefining ‘Impulse’ in the Digital Shopping Age” on June 14th at 2PM, as part of the conference’s ecommerce track. Their session will cover

• macro trends impacting traditional physical retail stores (self-checkout, click and collect, no-sales showrooms)
• macro trends in shopping behavior impacting old impulse models and creating new impulse “touchpoints”
• the growing role of mobile devices in purchase journeys, in-ad ordering, smart home, and other trends
• category “winners” and “losers” in this new impulse landscape
• emerging impulse “hot spots” in the digital landscape
• executional principles to help practitioners maximize impulse sales in the new environment
• best-practice marketplace examples drawn from a variety of categories – from lower to higher involvement