2 Comments Sephora is, for me, the adult version of Toys “R” Us. I go in for a specific product, like my Philosophy face cleanser, and come out with a bag full of goodies - most of which, I grab on my way through the check-out aisle. I have to have these travel-sized Evian facial sprays, and my honey needs his Jack Black lip balm. I NEED these things, right? No, I don’t. I just want them. I’m tempted by the fabulous use of Point of Purchase displays. They effectively prey on impulse buyers like me. Every business owner, small or big alike, would do well to take a cue, or two, from the big retailers' marketing tactics that trigger impulse buys. Although, they really aren't doing anything new or unique! Impulse buying has been fodder for strategic sales since…well, as long as humans have been selling.
Every single one of us, at some point or another, has made an impulse purchase. Think back to a time when you bought something you weren’t planning on buying. For instance, just last month, my dad went into the car dealership for an oil change, and came back with a new car. That’s impulse buying (and a really good car salesman)! My pop isn’t alone. Ninety percent of shoppers buy products not on their shopping lists, according to asurvey conducted by The Integer Group, a shopper-marketing agency. Of these 90%, 61% purchased up to three additional items, and these add-ons are typically motivated by a promotion or discount of some sort. It’s hard to pass up a deal, even when you’re trying to save money. Because, you know, a discounted deal is an opportunity to save! It’s confusing for the consumer…
CreditCards.com recently conducted a poll of just over 1000 Americans and found that five out of six people admitted to impulse buys. That’s up nearly 10% from 75% of people admitting to impulse buying in 2014. Brick and mortar stores have the advantage, with 79% of impulse buys conducted in-person, as opposed to online. Seeing a product in person helps to develop a tactile relationship between the product and the consumer. The mind begins to view the object as something it already owns, making it difficult for the consumer to part ways without making a purchase. If you have your own salon or suite, you can control the shopping experience, and take advantage of our impulsive natures. And, don’t feel bad about it. As long as you’re selling an awesome product, we secretly want you to!
LA based actress and writer, Amy Lucas, is our resident beauty blogger. With a penchant for living life to full, you'll find her here sharing her musings on health & wellness and of course beauty. We're sure you'll love her positive, open and honest approach to life. It's a much needed breath of fresh air and we are thrilled to have her as a contributing author on the Glad Lash Blog! You can read more from Amy at her personal blog www.musingsofaminx.com.
The Fear of Missing Out or FOMO is a well-documented phenomenon, and retailers need to use it to their advantage. Point of purchase displays present a great opportunity for stores to gain a competitive advantage over their virtual counterparts. This vital in-store communication method needs to be effective, and design plays a key role.
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Jeremy Lawson
June 27, 2017
The Fear of Missing Out or FOMO is a well-documented phenomenon, and retailers need to use it to their advantage. Point of purchase displays present a great opportunity for stores to gain a competitive advantage over their virtual counterparts. This vital in-store communication method needs to be effective, and design plays a key role.