The internet, as an immediate media, is ideal for impulse buys. A selection of promotional offers placed on your site can boost e-shoppers unplanned purchases. In this newsletter you’ll learn how to identify and use them wisely to increase the volume of your sales!
1) Flash sales
'Flash sales', or sales with a time limit, are widely used by e-retailers to promote impulse buys. Spurred on by an attractive offer with a tight time limit, the e-shopper must quickly make a decision or risk losing the offer for good.
- The speedsale.se example
On this Swedish site, the customer has 4 seconds to decide if they want to buy a product or not!
Once you click on 'i’m ready to shop', they offer you the first discounted product and you have four seconds to click on it if you want to buy it! If you don’t click on the product within the four seconds, it disappears and another reduced product replaces it, and so on… If you miss a product, it is impossible to go back, you can simply no longer benefit from the offer!
The site does not redirect you to a product page, it simply displays a photo of the product with the price clearly marked.
The price is the determining factor for an impulse buy, it’s the price, circled in red, which attracts your attention first.
The creation of these 'flash sales' makes shopping really enjoyable. The buying process is combined with a game, creating excitement and a surge of adrenaline in the case of a great deal combined with disappointment and frustration when the result doesn’t live up to your hopes. This highly addictive shopping experience can significantly increase sales.
- eBay daily deals
Here is another example of flash sales that you may use on your site. eBay offers internet shoppers 'daily deals' on numerous product categories for one day only. This is a clever way of encouraging e-shoppers to make purchases that they may not have planned. It’s hard to resist products with up to 80% off the normal price!
- Private sales
Private sales are sales reserved for certain customers. They come with a time limit and often encourage impulse buys. On your site you could, for example, restrict access to certain product categories to let certain customers benefit from reduced products that they would be unable to find elsewhere.
- Free delivery
Knowing that e-shoppers are sensitive to immediate reductions, you could offer free shipping for certain product categories for a limited time period. The aim: encouraging people to purchase products that they had not previously considered buying.
- Discount codes
Using the same concept as for delivery, you could also offer valuable discount codes which are only valid for a limited time period. For example, boldly display your discount code for your customers to see, for example ‘Discount code: LRR58, valid until this evening on all products’. Customers will make the most of this temporary deal, buying products that they would not have bought without your discount.
It’s also worth noting that these discount offers, as well as impulse buys, encourage customers to return to your site for future purchases. 32% of e-shoppers who have benefited from a coupon or discount code from a shop return to make another purchase. Get double the reward: increase the volume of sales and turn buyers into faithful customers!
2) Product stock levels
Displaying available stock can, to a certain extent, benefit impulse buying. If the number of products in stock is low, the customer interested in the product will be in more of a hurry to buy through fear of no longer finding the product at the proposed price on the site.
So as you have seen, there are many ways of promoting impulse buying on your site. All the promotional offers that we have discussed here: flash sales, discount codes, free delivery… encourage e-shoppers towards products that they hadn’t previously been interested in buying. More people participating means more customers returning. Put this advice into practice and boost your sales!