American consumerism is based on want rather need
Impulse buying is directly related to want
Consumers don’t know what they want till they see it.
At a local gift shop, I recently conducted my own informal shopping survey.
I asked several customers what they were shopping for that day. Although it was an open ended question, most replied “nothing, just looking”.
As shop owners, we are exposed daily to customers who tell us — they are “just looking”.
Take advantage of the “just looking” customers, by steering them into an impulse buying situation.
Jewelry and fashion items are just a few of the great impulse items customers love to buy.
Turning “Just Looking” Into Impulse Buying
Capitalize on the “I‘m just looking” comment from your customers. Turn this blase comment into a selling opportunity. Introduce them to an impulse product. How do you introduce them to a product they didn’t even know they wanted, like a scarf?
Make conversation. Tell them their red blouse is the prettiest you’ve seen lately. Describe a particular scarf you carry and how it would go great with their blouse.
The key is waiting on their response. If they are receptive, show them the scarf. If they say I don’t like scarves keep the conversation going. Mention a handbag that would make a wonderful fashion accessory.
Your job as a retail shop is to give the customers what they want. Sometimes the customers doesn’t know ahead of time what they want. When they make a purchase in these situations, it is called an impulse buy.
The 3 Requirements Needed To Trigger Impulse Buying
- Impulse buying happens when a customer finds an item they like (want not need).
- The store is comfortable to them.
- They feel safe making an unplanned purchase.
To create an impulse buying environment, you need to give customers a place they feel comfortable in with a friendly knowledgeable sales staff and appealing impulse products. Jewelry and fashion items tend to be impulse items.
Let’s, define what is fashion? This term can apply to a very broad category or a very narrow category depending on your perception. Fashion, as it pertains to this newsletter, is anything one can wear regardless of the style or genre.
In this scenario, we are talking about scarves, headbands, clothes, belts, as well as many other body adoring items like jewelry. Potential profit is possible when you incorporating any of these fashion items into your product mix.
You don’t have to stock a lot of fashion items to accomplish an impulse buying goal. Selecting a few unique pieces of fashion items and/or jewelry should do the trick. Make sure you are showing customers your selection of jewelry and fashion items by utilizing great displays.
The Right Item + Visual Attraction = Increased Impulse Buying.
You can achieve this by choosing products that you know will appeal to the majority of your customers. For example, stores located the Northeast probably won’t sell a lot of turquoise and silver jewelry.
When adding trendy fashion or costume jewelry, think your product mix through including the manner in which you will present the merchandise.
Display your items well. Educate your employees. Make sure they know the products and how to facilitate an impulse buying atmosphere. Employees can ruin a potential sale with an “I don’t care attitude” or lack of product knowledge.
Jewelry and fashion items tend to be wants not needs which is why they are often bought on impulse. Use a few of the sales tactics mentioned and you’ll find customers eagerly buying your jewelry and fashion items.