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Why You Don’t Want To Be The Impulse Buy

Have you ever watched people shopping at the airport? They amble distractedly fingering this, picking up that. Nine times out of ten they put things back. Sometimes the packaging, or maybe the boredom gets the better of them and the buy something they had no intention of buying.

It’s a win for the manufacturer of the laptop bag or souvenir chocolate maker in that moment. But not a sustainable strategy for growth.

And yet we often organise our marketing around the hope of being the impulse buy, with SEO and brochures, banner ads and special offers. Hoping.

A far better strategy is to build your brand around being chosen on purpose.
By creating the thing that people really wanted in the first place.

Image by Geir Halvorsen.

http://www.facebook.com/profile.php?id=100002288613576 Ancuta Neagu

Impulse buying is very much exploited in selling products for kids. There are companies making fortunes from this business. I’m thinking to collectibles and to lots and lots of products branded with famous characters. I’m thinking too to a big bunch of other useless or with a very limited use in time expensive products new parents buy for their newborns.
These marketers’ stories are not based on love for customers, their stories are rather based on customers’ fears, on their feelings of guilt or on the pressure put on them by their kids (victims in this case of impulse buying).
Unfortunately these marketers still succeed to grow…
I think our duty is to help customers becoming aware of the psychological triggers such marketers are using.
Making educating customers one of our goals will help a lot of ethical marketers to be more successful in promoting true ‘love’ stories.
I liked that you raise this issue, Bernadette!
http://www.whitefoxstories.com/ Cmosley

Even in marketing situations where you would think individuals would be seriously considering their purchase they get caught up in glitz and impulse buying. I got to see some of that at a couple of wedding expos I had a booth at. And have no doubt I’ll see a lot more at a upcoming pet expo.
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