Spontaneous purchases. Spontaneous purchases are evil! Learn to spend wisely. Provide easy access to support
Trade, for the most part, develops not due to the high demand for a certain range of products, but due to a very interesting phenomenon, which marketers are still studying. Spontaneous purchase. What's this?
Impulse buying - how to increase sales
Have you put a lot of effort and time into attracting buyers? They came, bought bread, milk and sugar and left? Something in your store is planned wrong. Most of today's consumers strive to plan their expenses economically, so it is not so easy to fill your basket to capacity. People tend to make spontaneous purchases if the atmosphere contributes to this.
Display of goods
Proper display will increase sales. You should clearly think over the planogram for the location of goods, brands, product units. A “tasty” layout attracts attention and makes you buy additional goods. Shelves should be complete and tidy, prices should be affordable and fair. Teach sellers how to properly organize the display, demand timely replacement of price tags in order to avoid unpleasant situations at the checkout. Use embellishments for public holidays, banners when designating a promotional product, social positions and other units to which you want to draw attention.
In pursuit of maximum sales, you should use all possible methods and knowledge. Among them, we highlight the effect of color and the effect on olfactory receptors.
Color
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Scientists in the last century studied the phenomenon of the influence of color on human behavior. Yellow excites the appetite, red irritates, green calms, pastel colors are inviting, and rich colors aggravate the situation. It is easy to use such knowledge in the store. Where foodstuffs are sold, appetizing colors should be used, red colors will draw attention to promotions, news. Do not turn the store into a "Christmas tree", arrange the colors very reasonably and clearly, develop your own style, recognizable and effective.
Smells
Vanilla, coffee, the smell of fresh baked goods are not only the most favorite smells of shop owners, all buyers, noticing such pleasant smells, will go to look for where this pleasant aroma comes from. Hot brewed coffee and the aforementioned aromas whet the appetite, and the colors in which the furnishings are decorated further fuel the visitor's thirst for something delicious. Many other scents can help increase sales beyond the grocery area.
Music
Soothing music does not play in vain trading floor. To lull the vigilance and attentiveness of visitors means to significantly increase the percentage of spontaneous purchases. Choose interesting and correct music that everyone will like, and make you a profit.
Direction of travel
Oddly enough, arranging the shelves so that shoppers move counterclockwise is very effective in increasing spontaneous purchases. If even the most purchased items of daily consumption are located next to various products that should be sold faster, their sales will also increase.
Do you want to sell more product? Don't like it when the customer returns the product to the shelf? Use subtle techniques to influence visitors and increase your sales.
Women have different attitudes towards shopping - someone relieves stress in this way, others have fun, and still others kill time. I cannot classify myself as an inveterate shopaholic, but I will not hide that I love and new clothes and new shoes.
I noticed that with age my actions become more rational, and purchases are calculated and planned. This applies not only to clothing, but even to food!
Functionality
With a smile, I remember the days of office work, when lunch break I walked around the city center and often stopped at shop windows. Sometimes such walks ended with another blouse / skirt, without which life was not sweet to me.
As is often the case, the new thing was worn at most once or twice. Then it turned out that there was nothing to combine it with, the buttons were ugly and the seams were uneven.
I really love universal things, and when buying them there is no question of spontaneity - it often takes a lot of time to search. It would seem that it is easy to buy an ordinary black turtleneck or classic jeans. Whether I'm picky, but I'm not all right. For a year now I have not been able to buy myself good jeans that would suit me in every way.
Planning
Gone are the days of heading to the mall with the thought of “buying some dress.” Now I clearly know what kind of dress I need - from the cut to the material and colors. Because of this pre-planning, the number of purchases, and even more so spontaneous ones, has drastically decreased for me.
I do the same with my daughter's wardrobe - I think in advance what we need, and only then I make purchases. I haven't had a "go buy something" situation for a long time.
The reasons
Sellers obligingly push us to spontaneous acquisitions. These are tempting promotional offers “three things for the price of two”, and crazy discounts (“well, when else will I buy a stole in sequins with a 50% discount?”), And the notorious state “I want something new”.
Probably, you need to reach this conclusion on your own. By the age of thirty, I enjoy only successful purchases, and not those with which I managed to satisfy the obsession with "buying something."
How to fight?
Sort through the cabinets. When you see with your own eyes how many clothes and shoes lie idle, and then you also remember how much money was spent on all this, the desire to spend money in vain disappears.
Let go of the desire to spend money on things in a different direction. If you can't do without it, spend on cheaper things. So, at one time I came off on children's panties and socks, then switched to elastic bands. Still, it's cheaper than buying regular sandals.
Set specific goals. For example, at one time I really wanted ordinary black wedge shoes. Believe it or not, I did not look at clothes or other shoes until I found exactly them - the shoes of my dreams. The savings turned out to be huge, even my husband noticed, because for six months I did not make a single purchase.
Pay attention to the quality of clothes and shoes. In most cases, sellers are trying to sell something imperfect. Just because 90% discount is not done, agree. I like clothes and shoes to serve me for more than one season. Especially considering the joyful fact that my size doesn't change. And the joy of a spontaneous purchase is replaced by sadness after the first wash.
In general, I stand for advance planning. And if I really want spontaneity, then I buy something inexpensive - nail polish or something tasty.
What do you think about spontaneous purchases? How often do you have such situations?
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Sometimes customers spend days or even weeks researching a product before making a purchase, and sometimes they buy something without prior intention. This is called spontaneous or impulsive buying. In fact, most consumers like to make spontaneous purchases. Nikolay Shmichkov, author of the Seoquick blog, will tell you how to get customers to make such purchases.
Have you ever bought something without prior thought and calculation? I'm willing to bet yes. Even if it was a magazine or a chocolate bar in line at grocery store- is also considered. According to statistics from CreditCards, 84% of consumers admit to making impulse purchases from time to time.
I wonder how much they spend on it?
Experts learned that 54% of American consumers spent more than $100 on impulse purchases. At the same time, 20% spent more than $1,000 in the last three months. And these are the numbers to think about. They should motivate internet marketers and retailers.
Compare this data with your product and decide who your target audience is.
If you're targeting impulsive men, pay attention to what they buy for their wives. But if you are targeting women, you should focus on products suitable for children.
It makes sense to favorably display these items in your store or website, but we'll talk about that later.
Spontaneous and planned purchases
Not every product needs to be sold as spontaneous. Some items are essential. People will buy them regardless of their emotional state and suggestibility.
Suppose you have a home furniture store. The main target market is new homeowners. You know they need certain furnishings. Things like a bed, a couch and a kitchen table should be in every home. Where is the place for spontaneous purchases?
It could be a bedroom TV or some living room furniture. Not the first things, but people who are going to spend a lot of money tend to buy a lot of things, even if they were not going to do it at the moment.
Items such as a painting, an extra lamp, flashy pillows, a rug and artificial flowers are a real magnet for spontaneous buyers.
Choose additional products that you will promote along with the main ones, present them in a favorable light and get spontaneous sales.
Deadline advertising format "Don't miss it"
The company uses certain keywords to create a sense of deadline that can stimulate an impulsive buyer:
“Only 500 accounts left”;
"Do not miss";
"40% discount";
"Summer Sale".
Figure out how to incorporate this strategy into your business. I already talked about how to select the right keywords in.
Let's consider one more example. There is retail store located inside shopping center. The consumer comes to the shopping center, but does not plan to enter this store. think over outdoor advertising in such a way that they start looking for you.
And here is another example - a sale in the "Shoe Center":
Conclusions:
Offer discounts and promotions.
Set a deadline.
Strategic merchandising: how to place items
A product presented in a favorable light is a key point for any offline stores, as well as for websites. ecommerce. Even though our society is moving towards digital shopping, the majority of spontaneous purchases still happen in physical locations. Important fact– 68% of spontaneous purchases are made in brick-and-mortar stores, not on the Internet.
But that doesn't mean that ecommerce stores should ignore casual shoppers. Research shows that spontaneous online sales jumped 60% during a period in which total online commerce increased by 12.6%. 10% of users buy through smartphones and tablets, and there are great growth prospects. These numbers are extremely reassuring for online shop owners.
Place spontaneous products on landing pages. Don't force buyers to look for something. How to make a high converting landing page, you can read in this article.
Example - SAXX site:
When people visit this site, they may be purchasing things they don't really need and didn't intend to buy. Current positions are displayed on the main page and immediately catch the eye.
In addition to offering these products at a discount, SAXX uses a deadline to attract customers: ... "before they disappear." We recommend the owners of online stores to apply this marketing ploy.
Items for spontaneous purchases should not be hidden in product cards or somewhere else. Present them at the end of the page, in a separate table, or in sidebars.
And here is the main page of the Russian ECCO website:
Here, hot deals are moved down, and discounts are up. It is immediately clear that you can profitably buy. Undoubtedly, this store sells a lot.
In offline stores, place items next to the checkout so customers can see them as they exit or in line.
Recall that we talked about the differences between male and female shoppers. Based on this information, it makes sense to place some women's items next to the men's section of the store to encourage men to buy for their wives. And separate children's items next to the women's section to encourage ladies to buy for their children.
In addition to marketing moves, do not forget about the SEO optimization of an online store, we have a separate material on this topic.
Another way to increase sales is contextual advertising. It is especially beneficial for young sites that are still little known. How to make effective advertising campaign With minimal cost can be seen in this video:
Simplify the buying process
When someone is ready to make an impulse purchase, don't let them get analytical and change their mind. The buying process should be as quick and easy as possible.
Have you ever been to IKEA? It sells furniture and home accessories. The buyer walks through the models of rooms, and if he sees what he likes, he writes down the position number. After the customer has passed through the entire store, he receives the goods in the warehouse in accordance with the recorded numbers.
This is a great business model, which is why IKEA is successful internationally. However, this process is not aimed at impulsive purchases. Too long. Too many steps and opportunities for the buyer to change their mind.
Those who have an e-commerce store should optimize the site so that the customer can make a purchase with the minimum number of clicks. Don't ask the buyer to create account or fill out lengthy forms where name, address, and payment information are sufficient.
This is the most important part of online sales, since every extra action leads to the loss of customers.
Provide easy access to support
Good customer service and support drive sales, especially for off-plan purchases. The buyer should have no problem finding a consultant in an offline store. Each specialist must be competent in his profile. Sellers are required to inform buyers whether the goods are in stock, what promotions and discounts are taking place at this time.
It is also important to clearly indicate the terms of delivery and return in case of trouble. The easier and more pleasant the communication with the consultant, the better the sales results.
Take a look at the impact free shipping and returns have on online sales growth:
Free shipping increases sales by 93% and returns by 87%. The more opportunities the buyer has, the more trust the seller has.
Make sure your company prioritizes customer service and provides access to advisory services online, by phone, or in an offline store.
Companies can increase revenue by learning how to stimulate customer behavior. Even though some personality types are less likely to make spontaneous purchases, the vast majority of consumers participate in them, which means it should be used. Focus on key incentive points and your profits will skyrocket:
promote individual products that generate more income;
use marketing campaigns to get the customer to buy quickly without going into deep analysis;
Position items correctly in the store and on the website to increase sales.
ensure an easy and fast buying process.
make sure you provide quality customer support.
Impulsive shoppers are both a pain and a joy for marketers and business owners. On the one hand, it is much easier to motivate them for unplanned purchases than rational buyers On the other hand, you need to make them an offer that they cannot refuse, and most importantly, at the right time.
While most impulsive shopping so far happens offline, online users are driven by the same feelings and emotions, and as the number of online shoppers is steadily growing, e-commerce players should consider ways to attract impulsive shoppers. The psychology of the buyer, despite the less favorable conditions for spontaneous purchases, remains the same, and with proper marketing, a solid part of the online store's revenue is formed by random purchases.
But who are these impulsive shoppers who have such a strong influence on online and offline retail? Are they mostly married or single? Where do they shop more often: online or in brick-and-mortar stores? Do they regret their purchases? How much do they typically spend on each impulse purchase? In what state of mind do they spend more, and why do unplanned shopping motivate them to spend more?
Today we will get to know the mysterious person of the impulsive buyer better and tell you about in general terms and trends that can be used in building a marketing strategy.
Statistics and trends
Most people are prone to spontaneous shopping - 84 percent of all buyers make impulsive purchases. On average, there are at least three impulse purchases in every 4 out of 10 shopping trips.
Despite the fact that the majority of impulse purchases (about 8 out of 10) are still made offline, and it is unplanned purchases that account for 60 to 80 percent (depending on the industry) of offline store revenue, the performance of online platforms is not that far off: unplanned purchases account for about 40% of all e-commerce spending.
The financial aspect of impulsive buying
According to statistics, over 40% of buyers spend more on purchases than planned. More than half of US shoppers (54%) spend $100 or more on impulse purchases, including 20% who spend more than $1,000.
Interesting fact that with planned shopping, shoppers are 13% less likely to make impulsive purchases, and with an unexpected shopping trip, they are willing to spend 23% more.
Portrait of an Impulsive Buyer
Single shoppers make 45% more impulse purchases than married couples. Millennials are the most prone to sudden purchases of all generations, with 52% of them saying they love unplanned impulse shopping.
Only 46% of men regret their purchases, while for women this figure is more than half - 52%. Although according to Brandongaille statistics, 75% of buyers feel happy after making spontaneous purchases.
If we talk about the emotional state, then most of all impulsive purchases are made in a joyful and high spirits: 50% of women and 46% of men. Spontaneous purchases out of boredom are made by 32% of women and 28% of men. Curiously, sadness provokes women to buy much more than men: 28% versus 14%. But when drunk, the situation is reversed: under the influence of alcohol, impulsive purchases are made by 13% of men and only 5% of women. In a fit of anger, 10% of men and 13% of women are subject to impulsive purchases.
How to capture the attention of impulsive shoppers
Tip 1. Ensure maximum usability and site speed
To motivate the user to make a spontaneous purchase, you need to create conditions that reduce the time between the moment when he saw the product on the page and the moment of payment.
Shopping under the influence of emotions implies speed in everything: loading pages of an online store website, ease of ordering, fast delivery. The more obstacles a user encounters on their way to a purchase, the more likely they are to change their mind. Good service and ease of ordering at all stages help the user justify an unplanned purchase and ensure loyalty to the store in the future.
Tip 2: Use Social Proof
Positive evaluation of the product by other buyers increases the chances of influencing impulsive buyers. This goal is perfectly served by reviews and blocks “X people bought this product today.” So, for example, the use of social proof in the form of a “purchased today” block in triggered mailings of the Quelle online store made it possible to achieve a 37.8% increase in conversion.
Tip 3: Implement discounts and limited-time offers
A great incentive for unplanned purchases - temporary promotions or special offers with certain conditions(for example, 3 for the price of 2), limited by time frames. These mechanics involve the so-called "fear of loss" and help to attract even rational buyers, because they not only affect emotions, but also show an objective benefit.
The most important thing in impulse buying is to make an offer that will be really interesting to the user. Relevant offers of related and alternative products not only do not annoy users, but also seem useful to them, increasing the likelihood of purchasing additional products.
Similar to products in promotional stands and checkouts in offline stores, offer users related products on the product, category, search, and even cart pages. On the example of the Shoes.ru online store, personal recommendations allow you to increase average check by 11.8%, conversion by 6.9% and ensure revenue growth by 18.4%.
Tip 5. Provoke emotions
Since most impulse purchases are made in a joyful and high spirits, the task of the online store is to evoke good memories or set up pleasant thoughts, for example, about the upcoming vacation or updating the wardrobe for the new season.
Don't use too many details in product descriptions - impulse purchases are designed for emotional response, so more emphasis should be placed on beautiful images and bright buttons. The brain processes visual images much faster than text and has a deeper impact, so use colorful and emotional photographs.
Shoppers at computer screens, as well as in traditional offline stores, are prone to impulsive purchases. And well-made offers, coupled with the convenience of the site and good service online stores will help impulsive shoppers to enjoy unplanned purchases, instead of regretting shopping under the influence of an emotional outburst.
font-family:" arial="" new="" roman=""> mso-fareast-language:RU">" happiness by affordable price looking for sales». ( Gennady Malkin) mso-fareast-font-family:"Times New Roman";mso-fareast-language:EN">
To properly plan your expenses, keep track of finances in the program "Home Accounting ».
"Times New Roman";color:black;mso-fareast-language:RU">Hello dear reader.
"Times New Roman";color:black;mso-fareast-language:RU">Before the holidays, I decided to touch on a topic that is relevant at this time - spontaneous purchases, that is, those that we make under the influence of circumstances and without thinking.
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"Times New Roman";color:black;mso-fareast-language:RU">Nothing attracts a person more (especially if he is female) than one word with magical semantic content - "sale"! Of course you can go shopping and buy a lot of different little things at low prices!The excitement and bustle constantly accompany buyers during such periods.People buy various things with passion, and in the heat, few people think about what they will bring spontaneous purchases. Every year the same thing happens.
"Times New Roman";color:black;mso-fareast-language:EN">Stop! "Times New Roman";color:black;mso-fareast-language:RU"> Do you think this is right? Didn't it seem to you that this is already like a reflex that starts and makes us buy everything in a row when the words "holiday" appear sale "? If after these lines you first got the idea that this is really so, then you are reading the right article.
How to hold on?
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"Times New Roman";color:black;mso-fareast-language:RU">If you're looking for advice on how not to make emotional purchases, it's the same all the time and has been said by thousands of people from the pages their articles make a shopping list ahead of time and stick to it strictly in the store.
"Times New Roman";color:black;mso-fareast-language:RU">Even if you remember that you need something else - buy it next time. This is the only method that helps to avoid spontaneous purchases. To make it easier to implement this advice - take with you exactly the amount
"Times New Roman";color:black;mso-fareast-language:RU"> enough for shopping on the list
mso-fareast-font-family:"Times New Roman";color:black;mso-fareast-language:
EN"> (leave plastic cards at home).
" arial="" new="" roman=""> mso-fareast-language:RU">You can also follow the three day rule "Times New Roman";color:black;mso-fareast-language:RU"> - if after three days you still want to buy the item you saw, you can do it, most likely you really need it.
"Times New Roman";color:black;mso-fareast-language:RU">I am well aware that you may not heed my advice, so let's talk about what consequences await us after the "sale hype".
What follows...
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"Times New Roman";color:black;mso-fareast-language:EN">I hope that after we look at the situation with a sober look, as people with common sense (others will not read this post) will understand that make emotional purchases, simply because the price of things is less than usual - completely unreasonable.
"Times New Roman";color:black;mso-fareast-language:EN">So let's pretend that you made spontaneous purchases at the sale- you just liked something or the thought came that this thing will definitely come in handy sometime, or it was somehow different - in general, the point is that these purchases were unscheduled. Then you naturally go home. After arriving and unpacking the packages, two types of reactions are possible - either your emotional purchases are a success, and you will experience a fleeting joy from owning the right thing, or:
exactly;mso-list:l0 level1 lfo1;vertical-align:baseline">─ Such a thing, necessary at first glance, turned out to be absolutely useless and unnecessary.
. As a result, in frustrated feelings, you think about fusing it as a gift on the next holiday - this happens quite often;
6.0pt;margin-left:36.0pt;text-indent:-18.0pt;line-height:16.0pt;mso-line-height-rule:
exactly;mso-list:l0 level1 lfo1;vertical-align:baseline">─ The thing was cheap, not so much because it was on sale, but because its quality was at a rather low level.
font-family:" arial="">. Simply, everything was skillfully disguised, and the thing looked attractive only at first glance - the calculation was for the pre-holiday hype - and, of course, it worked. As practice shows, such a thing is far from always possible return to the store, for example, underwear, is generally non-refundable, and many other household items too.The result of such a purchase will also be frustration;
6.0pt;margin-left:36.0pt;text-indent:-18.0pt;line-height:16.0pt;mso-line-height-rule:
exactly;mso-list:l0 level1 lfo1;vertical-align:baseline">─ An "unfortunate nuisance" occurred during the checkout process
. For example, cosmetics were expired or you were cheated at the checkout. And it really can be, just mistakes, because not a single person is insured against them, and people serve us, especially when there is such a fuss in the store.
vertical-align:baseline"> color:black"> Well, if you noticed everything in time, then they will apologize to you and fix everything, and if it was noticed too late, then nothing can be done, and it turns out that the money was wasted. Check receipt, change and goods without leaving the store- this is the only thing that can be advised in this case;
6.0pt;margin-left:36.0pt;text-indent:-18.0pt;line-height:16.0pt;mso-line-height-rule:
exactly;mso-list:l0 level1 lfo1;vertical-align:baseline">─ color:black">And for a snack favorite reason for emotional buying is "may come in handy".
6.0pt;margin-left:36.0pt;line-height:16.0pt;mso-line-height-rule:exactly;
vertical-align:baseline"> color:black"> The thing is that in the second half of the twentieth century, Russian (then still Soviet) people were brought up in conditions of constant shortage of absolutely all goods, and this left an imprint on the psychology of many generations. goods, the memory of that time still makes itself felt by some subconscious reactions.
6.0pt;margin-left:36.0pt;line-height:16.0pt;mso-line-height-rule:exactly;
vertical-align:baseline"> color:black"> Spontaneous purchases are not the only thing on this list. Heaps of various junk that might once come in handy can still be found on the mezzanines in many apartments or garages. And this purchase of yours is most likely awaiting same fate.As a result, the money is wasted.
Conclusion
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"Times New Roman";color:black;mso-fareast-language:EN">To avoid the consequences of emotional purchases, you can either follow the above advice, or do not attend sales if you were not going to buy anything, and this applies not only to real ones, but and online stores too. Leave emotions at home and everything will be fine.
"Times New Roman";color:black;mso-fareast-language:RU">Make smart purchases and only when you really need them - all the best. :)
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