The challenge
The retail landscape in the UK is ever-changing, and consumer behaviour is regularly shifting based on the season, wider economic factors and even social media. This also impacts impulse purchases which, according to Vanquis, amounts to £9.7 billion of spending in the UK as of 2023. Promotions and discounts also influence 50% of all unplanned purchases, so it’s critical that retailers are able to display impulse items in the best way.
This is a challenge that Morrisons, one of the largest supermarkets in the UK, was recently facing. There was a desire to maximise sales through impulse buying, particularly health and beauty products, and a need to find a partner that could support with the design and development of bays to sit along the back of self-service checkouts.
With a third of consumers likely to make an impulse purchase when in store, and beauty products making up 18% of impulse buys, Morrisons knew it had to capitalise on this opportunity.
The solution
The Harrison team was given three weeks to re-design shelving bays that would promote ‘Travel Accessories’. Self-serve checkout areas are often the final point of contact for in-store customers, so it was essential that the units allowed for easy access and visibility of each item.
Harrison Retail rolled out two shelving bays in a waterfall style, with a smaller unit at the top and larger at the base. The displays also feature clear, durable polyethylene terephthalate glycol (PETG) inserts so customers can clearly see items on display.
The purchase of travel accessories peak throughout the year, with the summer months seeing stronger sales due to more people travelling abroad. However, during the quieter months, it was important that Morrisons could use the bays for other products, that is why the Harrison design team included removable dividers so other products could be put on display in the future. The removable aspect also allows for Morrisons to display products of varying sizes.
The result
Following the extension of self-serve checkout areas across the UK using Harrison Retail units, Morrisons are on the path to uplifting impulse buys. Harrison prides itself in being agile, flexible and detail orientated, which is why Morrisons has chosen to work with Harrison on multiple occasions. This is also thanks to Harrisons’ ability to consistently deliver on their promises, design ingenuity and service-driven approach.
Harrisons ultimately supported Morrisons in their need to improve impulse buying from customers, tapping into the ever-changing needs of UK consumers.
To find out more about Harrison Retail, visit https://www.harrisonretail.
