Have you ever visited the mall just for sightseeing
the place and
eating at the
food court, but unpredictably you decide to buy something items which you see in the
mall? Have you visited the website to see the information you need, but you surprisingly decide to buy merchandise
on the website? I have experienced both.
the place and
eating at the
food court, but unpredictably you decide to buy something items which you see in the
mall? Have you visited the website to see the information you need, but you surprisingly decide to buy merchandise
on the website? I have experienced both.
The experts entitle the
above events to impulse buying. My description to impulse buying is someone who
initially did not intend to buy but finally he makes a decision to buy. For simplicity, you can
say simply buying without a plan or purchase goods unexpectedly.
Impulse buying from consumers is very Important, because this is one factor to
increase sales.
One factor for the
purchase occurred is to apply the science of psychology in your marketing
strategy particularly sales strategy. I have explained the relationship between
psychology and marketing, please read the article for more details on this.
From my experience doing unexpectedly purchase, there are several factors that determine a person perform
impulse buying.
Factors that determine
people perform impulse buying are:
Effect of display items
or display that provoke people
I often buy things that I originally did not intend to buy, but I bought in the
end. For example, when I buy goods for a monthly need. Often when I would
pay at the cashier, my eyes was set on the small items, because they were
exhibited perfectly and so good to see. While waiting for the cashier
calculated the price of all my stuff, I also saw, hold this stuff, and I
finally bought it. So suggestion for you, try to make a very nice display and place them in
strategic places.
or display that provoke people
I often buy things that I originally did not intend to buy, but I bought in the
end. For example, when I buy goods for a monthly need. Often when I would
pay at the cashier, my eyes was set on the small items, because they were
exhibited perfectly and so good to see. While waiting for the cashier
calculated the price of all my stuff, I also saw, hold this stuff, and I
finally bought it. So suggestion for you, try to make a very nice display and place them in
strategic places.
Curiosity and follower
Psychological factors play a huge role here. I've explained this in my article the relationship between psychology and marketing. Usually when someone sees a lot
of people gathering in one place, then he is curious and want to know what
happens, after knowing there are many people buy some goods then he'll follow to
buy because more people are buying.
The descriptive product
Showing a single image without any descriptive information makes potential
customers only see and commonly most of them do not buy it. To make a
descriptive statement, do not make a long article in the brochure. It makes prospects getting bored. You can create a tag line, and a few descriptive sentences that offer your
solutions in the brochure. And then let the your salesman explains as much
detail as possible. Usually after a detail of information has disclosed,
potential customers will think and decide to buy although previously there is
no intention to buy.
Tips for writing simple short
sentences but descriptive: think that you do not just show the excellence of your
product, but also what consumers can have a benefit from your product. Write
down or describe the terms of the expectations or desires of consumers can get of
these products. Finally, explain the relationship between the quality of your
product with basic needs and desires of consumers (want).
Simplify the buying
process
Usually the things that make consumers not buy the goods is difficult
purchasing procedures. For example, when they pay for the stuff, seller does
not provide a debit or credit card for payment. Maybe you have an experience
that you do not bring a lot of money in your wallets, so if you want to pay,
you use a credit or debit card. As a result, you do not buy because the seller
does not provide the ease of payment.
Write testimonials from
customers
In the concept of psychology, to change the minds of people from have no intend
to buy into buying your product, beside explaining with a product description briefly,
you also have to write testimonials of people who have bought your product.
Why? This makes people believe in your product and decide to buy even though
they do not originally intend to buy your product. Typically, the thing that is
in their minds is, “wow that person already purchased this product, I will
try also to use this product”.
Conclusion, impulse
buying can increase your sales. In addition to this, here are things that trigger impulse buying: beside making a product display as beautiful
as possible, you must create descriptions and propose solution of your products
clearly and concisely. Psychological factors have a crucial role in the success
of your sales.
