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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.
