Cornetto

July 2011

Key Campaign information

Environment/Panels Key Campaign Objective

1,044 StreetTalk Kiosks

Tap into the impulse market to drive sales in UK seaside locations

Other Information

Interception interviews amongst recent ice cream purchasers

Source: ‘Impulse Purchasing’ Spring Research 2011

Three key types of impulse purchase identified

Greatest influence possible in the final period

Influence potential gets stronger closer to purchase

Planned

Standard

Momentary

Ice creams tend to be standard or momentary impulse purchases

Rational(Need)

Emotional(Mood)

Planned Standard Momentary

Ice cream – a treat that means something more – I’m happy, it’s hot, I am participating in summer/warmth/a good day

Source: ‘Impulse Purchasing’ Spring Research 2011

Impulse purchases need to be easy

Source: ‘Impulse Purchasing’ Spring Research 2011

EASE Availability of product is key

Emotional need of product

Hunger, thirst, tiredness, weather, etc

EMOTIONAL NEED STATE

ENVIRONMENT

PHYSICAL

EMOTIONAL

CONTEXTUAL

Mindset, associations, companions, etc

Location and time

StreetTalk perfect for dominating the coastal environment

Source: ‘Impulse Purchasing’ Spring Research 2011

- 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’)

StreetTalk ideal for feeding the impulse decision making process

Source: ‘Impulse Purchasing’ Spring Research 2011

Spurring the momentary, short lived impulse

Visually striking prompt

Frequent message

Targeting the moment with friends/family

Prompting the ‘treat’ purchase

Targeting the associated ice cream occasion

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

• Want to find out more?

• Contact the JC Decaux research team to find out more about the project