Physical stores are the main claim to get a customer to buy without having thought about it before. This fact is partly logical because the most impulsive products are food, clothing, drinks and personal care products. If discounts and promotions are added to that, the mix is perfect. Supermarkets, shopping malls and convenience stores are the central places for this type of sales.
Online advertising is the least appreciated to generate buying impulses, but that does not mean that their tactics are useless: “Brands that use digital platforms as the first approach and establish the first connection have the potential to reap the benefits when the time comes to make the final purchase in the store ”, according to a study by the company specialized in data and locations Geoblink , where the survey carried out in Spain and the United Kingdom comes from. 69% of those surveyed stated that they had bought between one and five products spontaneously in the last week, while 26% admitted having made between six and ten purchases of this type.
“‘See now, buy now’ is becoming ‘see online , buy impulsively in the store,'” the report says. The millennial generation is the one that buys the most impulsively: a small group of 7% have bought up to 11 items without foresight in the last week. To check its effectiveness, Geoblink carried out an experiment with a fictitious brand in a network of stores aimed at millennials . The result was that demand “increases significantly when there are nearby gyms and a high concentration of millennial workers .”
There are a couple of exceptions to this rule on digital impulsive buying: the first, that those who already have a subscription to a platform like Amazon, which avoids having to go through several stages before buying, are better able to combat the impulsive factor. The second: when the object to buy is an electronic item. 55% of the participants chose the Internet as the preferred medium for the impulsive purchase of these items.
In addition to discounts, preferred by 65% of impulsive buyers, the other two best incentives for this type of purchase are product samples and gifts with the purchase and the strategic location of a product: queues from supermarkets, for example. In those places, snacks are one of the main attractions.
The importance of value for money
For the general population, taste and value for money are the two most important details. The nutritional value was in third place with a 33% preference. In the case of the youngest, Generation Z, that figure rose to 37 %: “Generation Z tends to look for organic or natural food when shopping and prefers products without artificial additives. Is it possible that this trend is also influencing impulse purchases? Our data reflects this, “says the report.
As you can see, impulsive purchases are more frequent than you imagine, especially among young people between 25 and 35 years old. Therefore, it is important to become aware of common sense purchases, always evaluating if what we decide to acquire is necessary or we can save to invest in more interesting products or services.