Written by Lien Design ©2017
Impulse buying; everyone’s done it before…you go to the store focused on buying one product…and then suddenly you find yourself spending money on something you never thought you’d end up purchasing. Decisions made while impulse buying can be good or bad, but, either way, it can be an advantage for both consumers and marketers, to understand the science behind impulse buying. Design agency branding leader, Lien Design, understands what it takes to make shoppers more likely to impulse buy, and they can help companies use that to their advantage.
The store’s environment can be a huge factor in increasing the likelihood of a customer’s decision to impulse buy. The frequency in which a customer visits a store will increase with the chances of an impulse buy as will a stimulating environment. Also, the size of a store can be a factor in impulse buying. A small store and more attractive package design may increase the chance of an impulse buy by offering low prices. Bigger stores can increase impulse buying by featuring products on easily accessible product displays. Customers will be likely to grab these products rather than searching the store for comparable brands.
A pleasant store environment may be conducive to impulse buying. The store layout, music or fragrance can all contribute to this. A customer who is in a good mood will be more likely to make a purchase.
Traits of the Impulse Buyer:
Understanding what characteristics people have that make them more likely to impulse buy can be beneficial for branding and logo design. People who buy on impulse tend to be looking for an emotionally stimulating experience. They may be looking to fill a void or compensate for feelings of depression or low self-esteem. Also, shoppers who are likely to impulse buy are those who feel it is ‘okay’ to do so.
There are other factors that may cause impulse buying including the amount of money the shopper has and the amount of time they spend in the store. Studies show that the longer a person stays in the store the more likely a person is to make an impulse purchase. There is no clear reason why this is the case but it may be due to shoppers feeling like they should reward themselves for their time spent.
Another factor that can influence an impulse buy may be how distracted a person is while making a purchase. A customer overwhelmed with stimuli may be likely to not think much about adding something to their shopping cart. This can be especially effective when customers are at the counter.
Clearly there are many factors that influence impulse buying, but companies should understand that while impulse buying seems like a positive thing on the surface, it can also lead to adverse perceptions of a company. It can also lead to returns and effect the loyalty a customer has to a brand. To better understand how to successfully market to the sensibilities of an impulse shopper, and shoppers in general, consult an expert like San Diego branding company, Lien Design. They will see to it that your product is always being presented to its highest advantage.