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Shoppers in Pushkar Fair, Rajasthan, 2007 (Source: Wikimedia Commons).

How and Why Shoppers Make Unplanned Purchases

Idea posted: December 2013
  • Marketing

Through analysis of video tracking of consumers in stores, new research offers a greater understanding of how and why consumers consider and make unplanned purchases at the point of purchase. The research highlights the categories of products most likely to be considered as unplanned purchases; correlations between categories of planned purchases and unplanned purchases; and the behaviour of consumers most likely to make unplanned purchases (e.g. standing close to the shelf or talking to an employee increases the chances of conversion). Retailers can use this information to develop

Idea #277
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Park Avenue foyer of the Waldorf-Astoria Hotel, New York City, on Christmas Day, 1987 (Source: Wikimedia Commons)

Frequency Reward Vs Customer Loyalty Programs

Idea posted: November 2013
  • Marketing

Customer loyalty programs can be based on frequency rewards or customer tier benefits (e.g. special benefits when you reach a certain elite customer status). As companies try to decide which type of program is better, or if loyalty programs are even worth the trouble, new research shows a combination of both programs offer direct financial benefits, as well as better customer information for strategic decision-making.

Idea #265
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