For some customers, shopping is an exciting part of their daily lives rather than just a chore. It can be seen as a sport, a pastime, a habit, or a therapeutic outlet. When shopping becomes a way of life, considerations like budgeting and value are not always taken into account. It becomes more of a want-based activity rather than a need or value-based one. This is why impulsive buyers are often targeted and highly valued in the business world. However, forming genuine connections with impulsive buyers is an ethical way to maintain their loyalty without being exploitative and capitalistic.
It’s important for businesses to recognize that increases in sales resulting from impulsive purchases are usually temporary, as they often lead to buyer’s remorse. In fact, 70% of U.S. shoppers experience guilt after making an unplanned purchase, which can result in increased returns. Unplanned and impulsive purchases can negatively affect a business’s bottom line, affecting profit margins and creating additional work for staff who must process returns and restock items. When an impulsive buyer returns a purchase due to buyer’s remorse, the negative emotions associated with the experience can influence the customer’s perception of your brand. Therefore, it’s crucial for businesses to train their associates to help impulsive buyers make well-informed purchases rather than emotional ones.
Statistically, women make up 80% of all impulse purchases in the U.S. Shoppers aged 18-24 make up 50%, millennials make up 22%, and Gen Zers make up 23%. Emotions drive impulse purchases. Nearly 3 out of 4 Americans say that most of the purchases they make are unplanned. Excitement, the need for instant gratification, visual stimulation, and trying to keep up with social expectations and pressures are among the main reasons why customers make impulse shopping decisions. While there is no foolproof way to know if a customer is making an emotional purchase, here are three ways to help shoppers make an informed decision:
Ask them lots of questions
These questions shouldn’t be an interrogation but standard questions seasoned sales professionals ask to ensure the product fits the customer’s needs. During this exchange, the salesperson learns more about what brings the customer in and comes to understand how the product can fit their needs or wants. Again, this is part of your customer experience, but with more intention: to ensure the shopper you’re interacting with is getting the best experience with your brand while helping them find the perfect product for them.
Educate them on your return and exchange policy
Emotions typically override logic, causing impulse purchasers to forget or forgo any rules. When the customer has decided to purchase the unplanned item, casually inform them of your return or exchange policy to let them know the expectations before they go. This helps prevent buyers’ remorse while allowing them to feel a sense of instant gratification without the guilt.
Assist them in having a plan
Shoppers perceive sales representatives as experts. Therefore, you can help by providing customers with imaginative ideas for using their unplanned purchases that add value. For example, if it’s a dress, suggest various additional occasions and locations where they could wear it. If it’s a household item, assist them in finding a practical use for the unplanned purchase instead of acquiring something with no purpose in their lives. Remember, you are not just representing the brand; you are also a consultant. Utilize your expertise to assist the customer and improve your brand’s performance.
If shopping is therapeutic for some shoppers, working in sales is like being a therapist; it’s about connecting with people and helping them navigate their emotions through the sales process. Balancing selling and people skills helps sales professionals connect with impulsive shoppers, which helps your brand’s image and bottom line in the end.