Standard store tactics, such as flash sales, basket recalls left in the basket, and specific CRM campaigns, generate 3. 4 billion pounds of impulsive purchases through BRITISH consumers, helping many stores stay afloat during the pandemic.
According to a report through payment response provider Openpay, the ultimate effective tactic for stimulating conversion appears to be flash sales, with 4 out of 10 consumers (41%) more likely to make an acquisition if the products have been reduced during a limited era. Young consumers between the age of 18 and 34 were the most influenced, and 42% said that receiving a flash reduction “makes them buy things for a boost they wouldn’t have bought otherwise. “
Unsurprisingly, among the age teams studied, those aged 18 to 34 are the most susceptible to such tactics, and a maximum part (47%) admitted that low-inventory notifications encouraged them to make distracted purchases, compared to 31%. character of nation.
These figures underscore the desire to strike a sensitive balance between helping consumers make the purchases they want and discreetly encouraging them to spend on parts they cannot afford. While it is useful to provide consumers with objective and transparent inventory indicators, the use of elaborate terms such as “sell fast” encourages consumers to act temporarily and probably without thinking, as the studies show. One in five Britons (22%) stated that language such as immediate promotion stimulates spending.
The research also advocates mindfulness when it comes to frictionless payments. While some British buyers record their card’s main points to explain why it speeds up purchases (27% agree), more than ten (11%) made accidental purchases due to one-click payments.
That said, there are many features of e-commerce that make life less difficult for consumers and have a direct influence on purchasing preferences. Among those over the age of 55, the majority (81%) claimed that the search and filtering purposes were for his purchases. Experience.
Meanwhile, precisely part of young buyers between the age of 18 and 34 said wish lists were useful, allowing them to meet in the weeks leading up to payday.
The report also analyzed off-site tactics and how stores are harnessing the power of knowledge to create targeted CRM campaigns and targeted advertising, with polarizing results. While 69% of consumers reacted definitively to “return to inventory” notifications, allowing them to purchase the desired products at the first opportunity, the same can be said of being chased on the Internet through personalized knowledge-based ads. In fact, 70% of Britons said they discovered “scary” targeted classified ads.
Andy Harding, Managing Director of Openpay in the UK, said: “We’ve had a year like no other, and the speed at which stores have adapted to meet customers’ desires for conversion deserves massive credit. In all sectors, brands have been up to task – from the moment a customer enters until their packaging is at their doorstep – allowing customers to enjoy safe normality in difficult times. »
He concludes: “However, it is vital that guilty clientelism is at the center of any logo action and this is a philosophy that is at the center of Openpay. While flash sales are obviously appreciated, some CRM and one-click payments, we all believe we have a duty to reassess and reconsider how those tactics are used and make sure the visitor comes first. Transparency in all elements of e-commerce is the key to a healthy relationship between the customer and the logo».