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A New Challenge to Impulse Buys

A New Challenge to Impulse Buys

For retailers, impulse buys occupy a uniquely profitable place in the product mix. These items are things customers certainly had no idea they were going to purchase – in fact, they may have not even known that the impulse buy item even existed – but as soon as they saw it, they had to have it. This obviously has a positive impact on the retailer’s bottom line, and some stores have built their entire brand’s appeal with the richness of their impulse buy selections.

Technology has put the impulse buy in peril. The first reason is probably something you’ve seen yourself. Customers look at their phone as they’re moving through your store. This means they simply don’t see the impulse buy items you have on offer: their attention is on Facebook or Snapchat or Instagram instead. Impulse buy items that aren’t seen are impulse items that don’t get purchased.

[Tweet “Instagram and Pinterest are powerful tools for spurring impulse buys.”]

The newest challenge to impulse buys is the way people shop online. As your customers take advantage of ecommerce opportunities, their shopping experience has been streamlined. They know they want a blue sweater, for example, and so visit your website, order the sweater and leave – without ever once being exposed to the adorable yellow purse they would have seen and fallen in love with had they shopped for that same sweater in person.

Technology eventually develops a solution for every problem it creates. Here are some tools you can use to put those impulse buy items back in front of your customers:

Suggested Product Algorithms:

While recommendation engines often show products based on purchasing patterns of the customer base as a whole, they can be tweaked to include items that provoke the impulse buy response.

Deal of the Day:

Spotlight items you’d like to see move as impulse purchases as a Deal of the Day. Make sure you have prominent links to your Deal of the Day on your homepage as well as on product pages and shopping cart pages.

Social Media:

Instagram and Pinterest are powerful tools for spurring impulse buys. Make sure you’re including these items strategically in your content calendar – remember, people won’t buy what they never see.

Special Eblasts:

 Just once, try sending out an eblast populated entirely with fun impulse buy items. Track open rates as well as conversions. Retailers we’ve used this strategy with have had such great results they’ve run the campaign repeatedly: just make sure not to use it too often, otherwise the novelty is gone.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office