The Death of the Impulse Shopper

The Death of the Impulse Shopper

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It’s no secret that technology has changed in-store shopping behaviour. Whether it be through mobile phones, barcode scanning, or price comparison shopping sites; consumers are more prepared than ever when they approach the automated doors of a shopping complex.

According to a new study released from Deloitte, 9 out of 10 shoppers know what they’re buying before they arrive at a store, and more than 8 out of 10 have a set of brands in mind before they get there.

75% of survey respondents assert that they are smarter shoppers than they were a year ago, and 85% believe they are getting more precise in what they buy.

All of this means that retail stores need to consider the use of online campaigns to educate shoppers via mobile and online platforms. Clearly companies like Google, eBay, and even start-ups like ShopKick are gearing up for how to influence shoppers’ in-store shopping.

What it also means is that consumers are now more primed than ever to make a purchase online.

Driving traffic both online and in-store

Retailers that assume the above, and offer the facility to purchase goods off their website, will see an increase in conversion rates and enhance the shopping experience for their customers by adding convenience, which will result in an increase of recurring customers.

But there is more retailers can do to drive traffic through the doors of their brick and mortar stores too.

Think about your website for a moment-

Does it cater to the above mentioned customer who does the research before parting with their money? Does your website merely act as an online business card? Or does it have the facilities to actively engage with your customers? Does it offer the visiting customer a platform to ask questions and get answers? Reports have shown that consumers are more likely to support a company with a quality web presence and active social media engagement.

People are getting more and more active online, and it shows in their shopping behaviours. And it makes sense-

Maximising referrals

A few years back, if you wanted to buy something, you’d ask someone who had previously bought the same, how it was and if they’ve had any issues with it. Now, the channels to do so have simply become easier. And intelligent shoppers will read review after review in an effort to better choose the product they’re after.

Marketers who still believe that simply adding more leads to a distribution list and putting email offers on autopilot, are missing massive opportunities to engage with more of he market.

Some say the definition of insanity is doing the same thing over and over and expecting different results. I say, do the same things that the customers are already doing, and create results.

Shane Oosthuizen
Shane Oosthuizen is currently the chief copywriter at one of SA's leading digital agencies. Having spent a number of years in the creative arena, he has forged a reputable authority in the South African social and online marketing community.