Jazz Up Selling by Serving Java

The pleasant energetic arousal which caffeine generates will lead shoppers who drink a strong cup of coffee to become more likely to spend money on impulse purchases. A collaboration of researchers at University of South Florida, University of the Basque Country, European University Viadrina, Louisiana State University, SKEMA Business School, Deutsche Payment, and NEOMA Business School saw evidence of this in their studies with consumers from America, France, and Spain.
     The effect is strongest for hedonic purchases—those made to provide pleasure during use as distinguished from utilitarian purchases made primarily to accomplish a task.
     Some retail outlets include coffee bars to draw in people who would otherwise shop online. In your initiatives to increase impulse purchases, consider offering coffee to shoppers and encouraging them to start their visit by taking you up on your offer. Further, the insight from this research about the effects of caffeine might be of use in encouraging online impulse purchases. You could include a note on the website reading something like, “Get yourself a strong cup of coffee, sit down, and look through all the items we offer.”
     Keep in mind how it’s the jolt of caffeine which stimulates purchasing. Caffeine also can be ingested via certain teas, sodas, energy drinks, and chocolate. Shoppers using those would also be expected to show the effect. On the other hand, lots of people choose to use decaf coffee or to add syrups, sauces, or ice to the brew, which can dilute the caffeine potency.
     With lonely shoppers, a hot cup of coffee or tea increases purchase potential in another way: Whenever shoppers experience rejection or loneliness, they’re ready to buy physical warmth. They feel cooler than do people who aren’t lonely. But if you’re somehow thinking of serving shoppers a hot Thanksgiving dinner before they start shopping, think again. University of Utah studies indicate that people who consume a carbohydrate-rich traditional Thanksgiving meal became less likely to spend big at Black Friday sales. Carbohydrates generally increase serotonin levels in the brain, and serotonin levels stifle the urge to impulsively purchase hedonic items. High serotonin levels also increase a consumer’s willingness to settle for the adequate over the ideal.
     You’ve limited control over the brain serotonin levels of your shoppers. Age, physical exercise, sunshine exposure, and psychological stress play into it. But you might be wise to avoid serving carbohydrate-rich entrees at your in-store coffee bar.

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