How to Run Spontaneous Purchases in Your eShop?
It is considered that an offline-business can make up to 50% of its total revenue on spontaneous purchases. Just imagine the checkout areas of grocery stores in which you usually buy food. These areas are usually filled with nice cheap little things like trinkets, chewing gums and chocolate bars. Surely every one of you at least once bought something from there not only because you planned that but because the spontaneous desire that you experienced.
These kinds of purchases are called spontaneous purchases, they play a vital role for more or less every business. As for eShops, it is much more difficult to stimulate such spontaneous purchases. Nevertheless, on whether you succeed or not will depend on the overall success and revenue of your business. We decided to tell you how to keep customer demand for spontaneous purchases online and convince a customer on the other side of the screen to buy your product right now.
Focus on shopaholics
Unlike ordinary retail technics, online sales have their own specifics. It is believed that the flash-sale marketing tool works best on the Internet (time-limited sale). Thus, a user purchases a thing because of the low price and excitement — they need to have time to buy it before the end of the action.
For this, you can thank the famous phenomena of FoMO (Fear of Missing Out), the syndrome of lost profits, which affects more than half of social network users. People with FoMO and shopaholics are the core of the audience of online stores, to attract and retain that modern online business must focus on.
Stop being an ordinary store
In order to stimulate impulsive purchases, you need to move away from the classical models of communication with customers. This means that you can’t just place a product on the site at the market price, accompanied by a standard photo and a boring description from the supplier.
An ordinary online store cannot compete in the speed of delivery or the wealth of options (like free fitting) with market giants like Wildberries and Lamoda. They come here for a jacket for winter or sneakers for summer — this is the default need-based shopping.
To interest a shopaholic, you need to turn the business into a so-called “inspiration-based shopping” — put inspiration and pleasant emotions on the basis of the purchase. To do this, you need to become “special” — choose a non-standard format for yourself, brand colors, brand philosophy, an interesting marketing strategy.
Limit the supply
To attract shopaholics, you need to let them understand that each of your products is unique. For the promotion, your brand should provide a very limited amount of products, and the commerce department also needs to “get out” the best prices for them. It is difficult to make it, but brands can be persuaded: in a short time they get a sharp jump in sales and earn with you.
Do not remove products that have already run out from the site. Users must remember that they did not manage to buy this time, and then they will come to the next sale. But for this, you need to try: correctly set up advertising and trigger emails, push notifications in the browser and reactivation calls.
Surprise every day
It is very important how you sell and present your goods. It is not the mind that affects the impulsive purchase, but feelings that need to be worked with.
Of course, few people in the eCommerce market have their own art director. Nonetheless, every business needs a person who can speak the language of emotions with the help of visual images. Here everything is important: from the logo, typography and color solution — to the number of buttons that the user will have to click to pay for the order.
It is also important to minimize the time from the first meeting with the product to the payment. To do this, immediately give the customer all the necessary information on one page: a beautiful and “tasty” photo, brand, size, materials and delivery time.
Do not skimp on the designer and content manager. An ordinary specialist who will be responsible for filling your site with content will cost at least $1000 per month.
But the main thing is that the user should not be bored. Never. If you want to sell your product to impulsive customers, you will have to constantly invent new and new promotions, maintain a loyalty program, do activities in social networks and carefully select content for the site. If everything is at the highest level, the client will definitely return to you. At least, everything we do — we do for the sake of emotions.