What are the drivers of impulsivity?
Almost two years ago, the Hub featured a study done by Dr. Raymond Burke that outlined eight simple factors driving shopper satisfaction, loyalty, and word-of-mouth (Shopping Simplified, Sep/Oct 2007). Dr. Burke referred to these eight factors collectively as “shoppability.” The way we see it, if he can make up a word like “shoppability” we can coin the term, “impulsivity”! Impulsivity actually is a real word (look it up) but our definition of it simply means encouraging shopper engagement and conversion in the store. We waste too much time arguing over whether the percentage of purchase decisions made in-store is 70 percent, 50 percent or 20 percent. The truth is, it varies, and the key is to understand the different dynamics in play. It’s those variables that give us opportunities to drive impulsivity — and sales—at retail. Impulsivity — it’s our word and we’re sticking with it! 7. How, where and when can we drive innovation? Ultimately, innovation is the key to growth — not only inn
