Wrigley and Mars Chocolate have conducted extensive global research into the emotional journey people make during their shopping experience and have identified a consistent element: checkout is the emotional low point of the shopping journey, no matter where or how you pay.
Retailers can help shoppers overcome this low point and capture more impulse purchases by merchandising to better satisfy three key shopper mindsets or need states:
- Refresh: Shopping can be stressful and tiring, so shoppers look to refresh or recharge themselves once the job is done. Items fulfilling the Refresh need state, like gum, mints, beverages and snacks, should occupy 51 percent of total space.
- Reward: Shoppers often seek a treat or reward, like chocolate and non-chocolate candy, after the “chore” of shopping. Items fulfilling the Reward need state should occupy 39 percent of total space.
- Remind: It is helpful for shoppers to find items they forgot to add to their lists, like batteries and lip balm, in the transaction zone. Items fulfilling the Remind need should occupy about 10 percent of total space.
These guidelines are based on national averages across channels, and Wrigley and Mars Chocolate are working with retailers on customized solutions.
“We’ve found that satisfying these three distinct shopper mindsets is key to promoting conversion for categories like chocolate, gum, mints and candy,” adds Tim LeBel, Vice President of Sales, Mars Chocolate North America. “Mars Chocolate and Wrigley are working with retailers across channels to ensure current and future check out choices satisfy their shoppers’ needs during checkout and drive impulse purchases.”
This is an excerpt of a larger piece on transaction zones released by both companies.
