Impulse buyers are people who make a purchase without planning to do so. They see a promo, sale or an ad, then immediately visit the store to buy.
According to research, 84% of Americans consider themselves as impulse buyers. Of this number, 54% admit to spending more than $100 on an impulse purchase, while 20% admit to spending $1,000 on impulse.
I’ve bet you’ve done this a few times too. If you buy a chocolate bar you see from the counter, or buy a product after viewing it on Instagram, then that’s considered an impulse.
Impulse buyers are good for business. You don’t need to target them through numerous marketing campaigns, and there’s less effort required to get them to make a purchase. They’re also most likely to buy fast, once targeted. But how do you target impulse buyers? How do you influence them to make a purchase? In this article, we’ll let you know what you need to do.
Trigger FOMO (Fear of Missing Out)
Have you ever seen a product that you loved and thought, “If I don’t buy it now, then it might be sold out?”
This is FOMO in a nutshell.
Promotional campaigns that alert customers about limited stocks is a trick used by marketers to trigger a buyers’ sense of urgency. Words such as “One day Only”, “Buy now while stocks last”, “Limited stocks”, “First 100 orders only” is one way to trigger impulsive shoppers.
Create Flash Sales
Flash sales are a fast and easy way to make sales from impulse buyers. The limited offer and the discount they’ll get, will likely tempt them to make a purchase.
You can announce flash sales by releasing a pub on Facebook or sending an email to your mailing list. Here’s a sample of a flash sale from CreativeLive, an online educational platform:
Add Complementary Products
Complementary products are products that are ideally bought together. When you see phrases like “Customers who bought this also bought,” followed by a list of recommended products, they’re likely to be complementary.
Here’s an example of how Amazon upsells its related products:
Another way to employ this strategy is to bundle related items together, but offer them at a slight discount. You can make these bundles available on your online store or offer related products after checkout.
What are the products that you want customers to buy impulsively?
Once you’ve identified them, put these in your home page. Don’t make people search for them. You want these people to visit your website, see the product and buy it immediately.
Here’s an example of good product placement from Althea Korea:
The brand clearly displays their top picks and new arrivals. So when customers visit their website they’ll end up purchasing it, even if they didn’t plan to do so.
This is the same tactic that’s used by physical stores. The difference is they see these products near the cash register, while they wait it line. If you’re a bookstore, then you can make popular items more prominent by displaying them on a wall where everyone can see them.
Are there instances where you bought items on impulse? What triggered you to do so? Let us know in the comments down below.