Suggestive selling key to sparking impulse buys: Shoppers' unplanned purchases drive business in the seafood department

摘要

A beautiful display of blue mussels caught the eye of John Stan ton, a food-marketing expert in Philadelphia, one spring weekend as he waited at his local supermarket seafood counter for die four salmon steaks on his shopping list. Anticipating the flavor of mussels steamed in white wine, Stanton bought 4 pounds. Effective merchandising led to the add-on sale, in spite of die ineffective salesman behind the counter, says Stanton, professor of food marketing at St. Josephs University Haub School of Business.