58 June 2017
|
beautystorebusiness.com
sturti,
gettyimages.com
E
conomist Hawkins Stern published a paper referencing what he called "suggestion
impulse buying," which gained traction among retailers in the 1950s. "Impulse
buying is triggered when a shopper sees a product for the first time and visual-
izes a need for it," he wrote. Human nature being what it is, Stern's theory holds true
60 years later, and popular retail chains Sephora, Urban Outfitters and The Body Shop
(among many others) populate their square footage with hip-level bins and displays
filled with merchandise designed to trigger the urge to splurge.
Strategically place
impulse beauty buys to
give your revenue a lift!
by Linda Kossoff