7 ways to shop online to increase impulse buying

One definition of impulse buying was first provided by consumer behavior psychologist Denis Rook (1987), who describes in his book Buying Impulse what happens when a consumer feels a sudden, often strong, and persistent urge to buy something immediately. . Impulse buying is a hedonistic challenge and can trigger emotional conflict.

What percentage of online shoppers make impulse purchases?

When it comes to impulse buying, physical stores have historically outperformed online stores. For example, the Whistl study found that 59% of impulse shoppers make impulse purchases at supermarkets, compared to 54% on online channels. The same study shows that people spend more than 100 dollars per month on impulse purchases per person. This survey of 1,106 community members found that most online impulse purchases were made on eBay and Amazon, and the most popular reason was that shoppers got cheap prices (46%), that they were tired and sleepy late at night surfing the net (39%) and drinking alcohol ( 24%).

Recently, internet and e-commerce penetration have increased 5 years in a matter of months – meaning more impulse shoppers are already shopping online, and as retail volumes drop, retailers increasingly need to capitalize on the trend of impulsive consumers through their digital properties. Property. There are many techniques that can be learned from brick-and-mortar retail and applied to the online shopping environment. There are also many pure e-commerce tactics that can be used to stimulate impulse buying and add momentum to the cart for existing orders.

In this article, we detail 7 different ways online retailers can tap into consumers’ hedonistic desires in ways that actually matter to them.

  1. Conditional free upgrade

With consumers 94% more likely to make a purchase because of free shipping, free upgrades can be a powerful motivator to encourage impulse buying. For some retailers, this is not possible, but for most, it can be incorporated into the product price. Calculating your current average check (AM) and offering free shipping during certain hours (e.g. 20% above your current AM) can encourage users to add value to their cart.

Impulsive buyers demand fast delivery, whether they pay for it or not; The Whistl survey found that people under 24 were the most impatient: only 16% said they wanted to wait a week, compared to 38% of people over 65. Therefore, another tactic is to offer a free upgrade of the premium shipping options in Explore.

Consumers love surprises, especially impulsive shoppers. So, during the gift-giving season, consider offering free gift wrap and product customizations and samples that you can manage yourself or through outsourced e-commerce centers.

  1. Push additional purchases

Impulse purchases shouldn’t just come from potential new customers. Your existing and repeat customers can also make impulse purchases to add to their existing orders. You can encourage additional purchases to your existing orders by recommending suitable products by carefully mapping your product range to ensure the relevant products are available at checkout and at the time of purchase, but make sure you don’t have the opposite effect and force them to buy alternatives cheaper or less profitable.

Offering group discounts on individual items or groups of items, such as different volume-based pricing and 3-for-2 deals, can also encourage consumers to purchase additional items that enhance their overall shopping experience. For example, if you’ve already bought an umbrella, don’t forget to buy an umbrella holder.

A final tactic to encourage repeat purchases is to recommend products that are “frequently bought together” so that consumers don’t feel “afraid of missing out.”

  1. Train chat consultants and telephone operators to recommend additional products

As explained in the last section, online shoppers can make impulse purchases in addition to pre-planned purchases. Many users will contact your help desk and this is another opportunity to drive additional sales. By arming your live chat advisors and telephone advisors with in-depth product knowledge, they can educate potential customers on products that complement their existing orders. During spikes in demand caused by changing seasons and campaigns, working with incoming call handlers can help you capitalize on consumer demand for internet telephony.

  1. Product labeling on social networks

Social media platforms have a powerful ability to stimulate impulse buying, provide recommendations and approvals, and in addition to their own websites, they give you maximum control by encouraging potential and existing customers to buy from you immediately. With the recent introduction of Instagram Stories and Facebook Product Tagging, it has become easier for your followers to buy your products without leaving the social media platform.

  1. Gamification

Humans are competitive by nature and online stores can take advantage of their powerful reward mechanism through a new method called gamification. Tactics such as giveaways, offer timers, encouraging product sharing to access discount codes, and tiered rewards programs are all ways online retailers can encourage consumers to make unplanned and emotionally charged purchases.

  1. Limited Time Offer

Opportunities to save money through promotions can be perceived as a boon for consumers, increasing product purchase opportunities. Remarketing your offer to visitors who didn’t convert on their first visit, or encouraging converting users to join a loyalty program ensures that your brand will be remembered the next time they make a hedonistic desire to have the same product as yours.

  1. Send and automate email campaigns

There are two different audiences you can engage with through an email marketing platform to drive impulse buying. Your existing subscriber base and your unsubscribed email subscribers.

While your customers may not make an impulse purchase on their first visit, you can still email customers waiting for a discount offer to make additional impulse purchases. According to a survey by Investp, more than 64% of online consumers wait to buy items until they go on sale, while more than 59% look for promo codes before making a purchase online. About 30% of online consumers sign up for a price tracking service to receive an email when the price of the item they are about to buy drops, while 22% of consumers only buy products from their preferred brands when they are online on medium deals or with coupons.

Another recommended tactic is to set up triggers to send emails to customers when they leave their cart or spend time on the page with a specific product. If you’re already in your marketing funnel, these triggers can be a powerful way to increase conversions.

Final thoughts on maximizing impulse selling

As with all recommendations, it’s important to test these changes before applying them to all of your digital properties. By conducting customer surveys to find out why they are not making a purchase, you can better understand what is preventing your store from generating impulse sales. Sometimes they are ready to make an impulse purchase, but your site is less clear. Sometimes your item is not available. Your online store is unique, so your circumstances could be very different from other eCommerce businesses. First, make sure your digital assets are as attractive, informative, and user-friendly as possible to generate revenue from consumers who are ready to buy immediately.