Impulse shoppers slip though the net

24 April, 2009

For a sector named "impulse", specialist off-licences are not cashing in on impulse buys, according to an independent study.

The 2009 SOLTrack survey polled 4,800 customers shopping in First Quench, Wine Cellar and Bargain Booze stores - and found that just 10% came out of the shop with something they didn't plan to buy. Of those that did buy something they hadn't planned to, 23% bought wine, 22% bought confectionery and 9% bought crisps or snacks.

Only 14% of those polled said they would buy something they didn't plan to because it was on promotion, although 21% of shoppers went out with the deliberate aim of buying something on a deal,

while 9% said they

wouldn't plan to buy something on promotion, but might be tempted.

Twenty-five per cent said they would choose a similar product to the one they planned to buy if it were on promotion. Most shoppers (34%) were alerted to promotions by signs on the main product shelves. Thirty-eight per cent said they would like to see promotions in the shop changed more regularly.

The poll found that shoppers were very loyal to their local off-licences, with 66%

going to the same shop for the past five years and a further 25% shopping in the same store for the past two to five years. Thirty-four per cent passed another shop selling the products they planned to buy on their way.

SOLTrack's key findings

56% of shoppers in specialist off-licences are male - 44% are female

Average age: 42

Average distance to shop: 1.1 mile

Average planned spend: £9

Average actual spend: £9.55




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