- Posted by Dave Chartock
- On February 10, 2016
- 0 Comments
- advertising, associative experience, Digital, online advertising, online shopping
We all know how brick-and-mortar businesses rely on in-store traffic and, in the store, are “directed” to other items using clever, if not deliberate, product placement and floor layout, to encourage store traffic and impulse sales. Just go through your local supermarket or department store. In the supermarket, look at the end-aisle displays or carefully products at checkout, from magazines to candy. In the department stores, look at the floor layout and how the path directs around various product displays and departments.
But in today’s world, can digital improve impulse buying?
The answer is “yes.” Why? Because as mobile technology improves, including online security, the process is becoming simpler to use.
However, the greater majority of online impulse buyers are in the 28-34-year-old demographic and are also more tech savvy.
As a result, and as other demographic groups become more adept and trusting at making online purchases, e-commerce website need to be even more user friendly.
Related to how digital improves impulse buys is content. Content, combined with search engine optimization will drive both online and offline sales because more and more consumers today research products online before they make any purchase.
It is imperative to conduct follow-up to those wo research products online. Companies, such as Amazon.com and Walmart.com, for example, utilize Associative Stimulations and/or experiences. Both of these companies send follow-up emails with products they have available through their site. These emails may say something like “based on your recent browsing history, we would like to recommend the following…” This is known as Associative Experiential advertising and geared at reinforcing your online search and hopefully drive an impulse online purchase.
Other e-tailers use the Associative Experience approach. An example of this might be when a mattress e-tailer, for example, uses an attractive model sleeping on the product enjoying a restful sleep! Or, it may include a product being enjoyed by a smiling group, implying a great social experience. This might include an image of this smiling group around a bottle of wine, for example.
Email follow-ups, visuals and content all employ digital to drive the impulse buy. Want to grow your business using digital? Contact The Attitude Group and ask about our social media management services, digital public relations and advertising services, and our website and editorial services today!