MineWhat Platform

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If the Flintstones were real, I’d imagine Fred would walk down to the neighbourhood market place once a week with a list of items he would need. Since those imaginary times, shopping has moved from being something you had to do once in a while, to a social and leisure activity. A marker of this change is how much of shopping now seems to be impulse driven. Some studies suggest that impulsive buying accounts for up to 80% of the purchases in some categories. Here are 4 ideas you can use to encourage your shoppers to indulge in a bit of impulsive buying.

If the Flintstones were real, I’d imagine Fred would walk down to the neighbourhood market place once a week with a list of items he would need. Since those imaginary times, shopping has moved from being something you had to do once in a while, to a social and leisure activity. A marker of this change is how much of shopping now seems to be impulse driven. Some studies suggest that impulsive buying accounts for up to 80% of the purchases in some categories. Now this should sound like every retailer’s dream, but like most other things with human behaviour, it can be quite difficult to predict and manage. Here are 4 ideas you can use to encourage your shoppers to indulge in a bit of impulsive buying based on some research in this area.




Push low price affinity products to shoppers

By some estimates, impulsive purchasing of items like candy and magazines account for around $4.2 billion in annual store revenue. These products sell because(among other reasons) they have a strong association in people’s psyches and require little to no conscious thought to make that purchase decision. The same concept can be applied to an online store as well, pick low priced products that have a strong association with other products that a shopper is interacting with and push these to them. On that note, here’s a plug, 🙂 this is something that we help our customers with at MineWhat. Read this for more info.

Get your product placement and timing right

Trying to encourage any behaviour starts with understanding why and how it occurs. You might have noticed that your local store lines the section near the checkout with products like candy that require very little conscious thought to purchase. Identify products in your store that might fit that description and push them just before the checkout stage.

There’s quite an opportunity for upsells here. Customers aren’t always a 100% sure of their selection and pushing a product priced slightly higher can result in them choosing the latter.



Trigger an emotional reaction

Very often shoppers might buy merchandise for what might seem like irrational reasons. Each shopper assigns some perceived value to a purchase. Shoppers might buy things for reasons ranging from feeling good about themselves, societal acceptance to “he’s got it”. Understanding what kind of reaction your products are likely to generate will go a long way in helping with triggering a favorable reaction. That said, a few approaches to this don’t seem to go out of fashion very much. Here are a couple of them.

* The Social angle: Customers trust recommendations from people they know. An email campaign that targets friends of people who purchased a product is likely to do well. You can integrate this with some kind of incentive program to get people to opt in and share the info with their friends.

* The Celebrity angle: Associating a product to any celebrity seems to work most of the time. Of course how deep your pockets run is an important factor in deciding whether you can do this or not.

Provide immediate gratification

Most shoppers who buy impulsively are looking for immediate gratification and by definition that’s harder to achieve in the eCommerce format. Well, you can offer your shoppers same day delivery, but that will cost you quite a bit. It also comes with geographical limitation, that is unless you are Amazon, Walmart et al.

Take a positive approach to your messaging your delivery times. Talk about how soon they can experience the product instead of a “Delivered in 3 days” message. Another thing you can work on is to create some interim gratification to the shopper. Videos can give a shopper a good idea of what experiencing the product is going to be like. What would be even better is getting videos of the product from your user community.

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