Impulsive purchases are the engine of progress
The magazine Big Commerce over the past year conducted a study of the so-called impulsive purchases. Scientists from Europe, USA and Russia came to the conclusion that today, during the global decline in the growth of incomes of citizens and retail profits, it is possible to increase sales only with the help of unplanned purchases.
An impulsive purchase, according to the definition of business dictionaries, is the purchase by a consumer of a product that he was not going to buy, almost always without first comparing competing brands of this product. In this case, the purchase decision is made directly in the store (or on the retailer's or manufacturer's website)after reviewing the displayed product.
If we turn to the rules of conducting a successful business in retail, we will find some axioms that are not always taken into account by domestic entrepreneurs. And they are simple and effective.
The first rule : sales are more active for those companies that develop, among other things, online, have an advanced website or mobile applications. According to Big Commerce, a convenient mobile application or an impressive-looking website is one of the main sales tools today.
Note that a significant role in shopping is played by a thoughtful website designer with good promotion through SEO, a convenient and understandable system for making purchases, saving in the wish list and in the basket of goods, the ability to enlarge the picture of the product and consider it both on the model and separately.
The second rule: impulsive purchases increase threefold during promotions and sales, especially if free delivery of the purchase is offered. In these cases, it is advisable to set a minimum limit for free delivery (on average, in Europe, this is the purchase of goods in the amount of 80 euros, in the USA - from 60 dollars).
FACTS AND FIGURES
Studies conducted in Russian regions, as well as world statistics show that 88% of all goods (including accessories, clothing and shoes) are bought exactly when promotions or sales are taking place.
In Russia, 13% of goods that were not planned for purchase are nevertheless purchased during a planned trip to the store. During the year, more than 60% of Russians made unplanned purchases, while 70% of sales are non-food products. Those of our fellow citizens who came to the store by car make 44% more impulse purchases. Therefore, the availability of parking significantly increases the possibility of revenue growth.
The buyer looks into the department or store where pleasant music sounds, exciting aromas come from and there is a beautifully decorated showcase or a large advertising poster. The presence of an interesting showcase, which, for example, parents with children can look at while sitting in a nearby cafe, will make them look into this store after lunch.
Techniques such as the neighborhood of snack bars and youth shops, areas for looking after young children in large supermarkets have proven themselves well (this was practiced at one time in Moscow by OUR hypermarket).
The presence of a cafe and snack bar area inside the store increases the number of purchases three times. This is successfully used by many British retailers (Tesco, Asda, Debenhams, Marks & Spencer) both in the UK and in other European countries.
Photo: shutterstock
