As consumers needs evolve and the retail landscape continues to change, so must retailers. Shoppers are making purchases in more ways than ever before, and it is up to retailers to evolve with the changing needs of consumers.
Wrigley and Mars Chocolate, two business units of Mars Inc., have a joint vision of better meeting shoppers’ needs at all the places they check out, whether the front end, pharmacy or online. The companies are bringing their decades of impulse leadership and new global shopper insights to partner with retailers to implement forward-thinking merchandising recommendations, improve the shopping experience and drive growth.
Driving Impulse Across Transaction Zones
Wrigley and Mars Chocolate are taking a fresh look at where shoppers purchase goods and services, calling them collectively “transaction zones.” The front end remains critical and the largest impulse area of the store, but shoppers are also checking out via other transaction zones, including the pharmacy, café, on their mobile phones and via “buy online, pick-up in store” models. As shopping continues to evolve, retailers and manufacturers must increase conversion of impulse items across all transaction zones, regardless of channel.
The companies are collaborating with retailers to optimize merchandising at the front end in ways that can be applied across transaction zones. They have updated their merchandising recommendations to include new variables that are transaction zone agnostic like macro trends (such as the increase in snacking), size and growth of category and exciting new research around shopper need states.
“It’s no secret that people don’t shop like they used to, and the traditional mix of impulse items in transaction zones needs to better meet consumer needs,” said Kurt Laufer, vice president of U.S. sales for Wrigley. “By tapping into our deep understanding of the shopper and taking a hard look at what items are performing and why, we believe our strategies can help our retail partners capture valuable impulse sales.”
Merchandising to Better Meet Shopper Needs
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 Items fulfilling the Refresh need state, like gum, mints, beverages and snacks, should occupy 51% 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% of total
- Remind: It is helpful for shoppers to find items they forgot to add to their lists, like batteries and lip balm, in the transaction Items fulfilling the Remind need should occupy about 10% 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,” added 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.”