Impulse Is a Placement Problem First
Creative rarely fails alone. Most missed impulse buys start with a silent zone or a fixture nobody restocks.
Brands often brief a new wrapper and hope the till does the rest. Impulse purchase activation starts earlier: which surfaces exist in the format, who owns them, and how often they are reset after peak hours.
Map queue rails, till ends, cooler doors, and counter nests before you invent a campaign. If a zone has no owner, your display becomes decoration within a week.
Once ownership is clear, creative and assortment decisions get sharper—and field teams stop guessing which hook should hold which SKU.