Mars has concluded from global research about shoppers’ “emotional journey” to buy candy and gum that “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 the three key shopper mind sets, or “need states,” that Mars has identified:
- Refresh: Shopping can be stressful and tiring, so shoppers look to refresh or recharge themselves once the job is done, the company said. Items fulfilling the “refresh” need state, Mars believes, including gum, mints, beverages and snacks, should occupy 51 percent of total space, according to its research that developed guidelines based on national averages across channels.
- Reward: Shoppers often seek a treat or reward, such as chocolate and non-chocolate candy, after the “chore” of shopping is complete. Items addressing the “reward” mentality should occupy 39 percent of a retailer’s total space devoted to the category, Mars has concluded.
- Remind: It is helpful for shoppers to find items they forgot to add to their lists, such as batteries and lip balm, in the transaction zone, in addition to confections and other snacks. These items should occupy about 10 percent of the total space, the company said.
Satisfying these three distinct shopper mindsets “is key to promoting conversion for categories like chocolate, gum, mints and candy,” said Tim LeBel, vice president of sales for Mars Chocolate North America. The brands “are working with retailers across channels to ensure current and future checkout choices satisfy their shoppers’ needs during checkout and drive impulse purchases.”
The checkout remains the main destination for confectionary brands. Mars aims to make sure that wherever the checkout is, its Mars and Wrigley brands are working with retailers to optimize their footprint in impulse purchases.
Excerpts from an Orignal Article