There's a big difference between impulse buying and purposeful buying. Most of the Retail customers we met with at NRF 2014 were focused around products designed for purposeful buying behaviors and how to create a seamless customer experience in a very fragmented omni channel world.
"Impulse" product lines are very different - they appeal to the emotional side of consumers. So, how will specialty retail brands compete effectively in an increasingly digital, e-commerce world? As automated checkout and online purchasing increase, how can these Retailers continue to exploit the emotional "buy" when products like candy, for example, are no longer in front of us as we shop? From a retailer's point of view, impulse items bring in high margins—50 percent or better on some SKUs—and have a quick turn over rate (homechannelnews.com/article/impulse-item-guide). How can they make up for this loss of revenue? Thoughts on this?