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Showing or highlighting ink cartridges on
screen along with monitors may incite an impulse purchase. Better yet - and this is impossible unless you have order histories or detailed profiles - show them exact cartridge they need.
3: Make it easy.
It turns out cylinder things costs a flat $20. There was no change to mess with, no stopping to fill in order forms, and no multiple pieces of currency. As people pulled $20's out of their pockets, demonstrator took them and handed over shammies in a single motion.
On Internet, you can make it easy in two ways - ordering and delivery.
Make order process as simple as possible. Amazon's "Quick-Click" links are a good example of making ordering easy. Impulse purchasers simply click on "Buy from Amazon" button and order straight off a pop-up window. You can see how it works here, in left column under "Amazon 'Quick-Click' Example": http://WebSiteMarketingPlan.com/Arts/ImpulsePurchase.htm
Easy delivery is another way to encourage impulse purchases on Internet. Immediately downloadable digital items are an example. For physical items, quick delivery - overnight, same day, or local store pick-up - can increase sales.
:4 Give an enticingly presented discount.
A roll of three shammies was $21 something, but guy was taking care of sales tax, which made it an even $20 (But wait, there's more!). Because it was early he would throw in another 3-roll for no additional charge. Caught up in moment, we nodded agreement. We were getting a deal - no sales tax plus three free.
The way a discount is presented can make a deal sound either appealing or "not such a deal". Which sounds better?...
1) "Buy One, Get One Half Off." OR "Buy Two and Get a 25% Discount."
2) "3 for $5.00" OR "$1.67 each."
3) "40% Off Sale" OR "On Sale, $12.00 each." (Assuming $20 item.)
Another way to encourage impulse purchases is to give a discount by bundling. Offer to reduce price on a second, related item (Like in example #1, above.).
Online, I have seen this done with books. Some booksellers offer you a chance to save money on shipping and/or book price if you also purchase a related item.
5: "Keeping up with Joneses."
Instead of putting shammies in a bag, demonstrator rolled them up into a cylinder. This way, people at show would see others carrying them around and wonder what they were missing.
The same concept can be applied to Internet. I have seen messages like: "Others who bought 'x' also bought 'y'" on order forms, at check out, and on product screens.
© 2003 Bobette Kyle. All Rights Reserved.
Bobette Kyle has more than a decade of experience in Corporate Marketing; Brand and Product Marketing; Field Marketing and Sales; and Management.
She is author of the Marketing Plan and Promotion Guide "How Much For Just the Spider? Strategic Web Site Marketing", named one of the top 15 books of 2002 by NonFictionReviews.com. Read more about the guide here: http://WebSiteMarketingPlan.com/bookinformation.htm
