2. Key Campaign information
Environment/Panels Key Campaign Objective
1,044 Tap into the impulse market to drive
StreetTalk sales in UK seaside locations
Kiosks
Other Information
Interception interviews amongst recent ice
cream purchasers
3. Three key types of impulse purchase identified
Momentary
Greatest
influence
Standard possible
in the
final
period
Planned
Influence potential gets stronger closer to purchase
Source: ‘Impulse Purchasing’ Spring Research 2011
4. Ice creams tend to be standard or momentary
impulse purchases
Rational Emotional
(Need) (Mood)
Ice cream – a treat that means
something more – I’m happy, it’s
hot, I am participating in
summer/warmth/a good day
Planned Standard Momentary
Source: ‘Impulse Purchasing’ Spring Research 2011
5. Impulse purchases need to be easy
EMOTIONAL NEED Emotional need of product
STATE
ENVIRONMENT
PHYSICAL Hunger, thirst, tiredness, weather, etc
EMOTIONAL Mindset, associations, companions, etc
CONTEXTUAL Location and time
EASE Availability of product is key
Source: ‘Impulse Purchasing’ Spring Research 2011
6. StreetTalk perfect for dominating the coastal
environment
- Accelerating the impulse purchase, linking
emotional & physical triggers
-Built up by high frequency, dominating the share of
voice within the environment
-“It’s everywhere!”, “You can’t miss it”
- Amplified by high quality creative,
displaying the product in all its glory
- Especially relevant for a ‘treat’ (has to win over the
‘inner devil’)
Source: ‘Impulse Purchasing’ Spring Research 2011
7. StreetTalk ideal for feeding the impulse decision
making process
Spurring the momentary, short lived
impulse
Visually striking prompt
Frequent message
Targeting the moment with
friends/family
Targeting the associated ice cream
occasion
Prompting the ‘treat’
purchase
Source: ‘Impulse Purchasing’ Spring Research 2011
8. Summary
• Three key types of impulse
purchase identified
• StreetTalk is perfectly placed
to target impulsive purchasing,
targeting people in the right
place and at the right time
9. • Want to find out more?
• Contact the JC Decaux
research team to find out more
about the project
