Swell Inspiration to Hike Multichannel Buying

Better than only persuading your shoppers to buy from you is inspiring them to buy from you. Inspiration enhances cross-channel purchasing, says a team of researchers at University of Valencia and University of Parma. The studies identified novelty as a significant way to inspire shoppers. Novelty expands mental horizons, which in turn inspires the shopper to consider a broader range of purchasing channels, such as both in-store and online, expanding a seller’s opportunities for profitability.
     In the studies, inspiration via novelty was measured by the consumer’s degree of agreement with four descriptions of their physical store and online shopping experiences: “My imagination was stimulated.” “I was intrigued by a new idea.” “I unexpectedly and spontaneously got new ideas.” “I discovered something new.”
     In the study surveys, participants were asked about purchasing of apparel, accessories, perfume and cosmetics, sport equipment, furniture, electronic appliances, consumer electronics and games. The participants ranged in age from 18 to 65 years. The breadth of merchandise types and respondent ages indicates that the findings hold across consumer marketing situations.
     The studies found relationships between inspiration via novelty on the one hand and, on the other hand, making purchases across channels. The effect is stronger in the direction of in-store to online than from online to in-store. One implication for retailers is to periodically redesign areas of the store in order to maintain novelty when an objective is to hike online selling. Change color schemes and merchandise arrangements.
     Multichannel retailing in itself introduces a sense of novelty and therefore the potential for inspiration. Shoppers find enjoyment in a variety of shopping experiences. But one way they can obtain this enjoyment is to go to different stores. Your customers might be shopping elsewhere even for products they could purchase from you because they seek the stimulation.
     Win those customers back for at least a while by reminding them you’re still around and worth looking in on. Distribute news about developments with the items you carry, such as variants, extensions, added features, and special offers. Then encourage returning shoppers to explore. Researchers at New York University-Stern, University of Pittsburgh, and Drexel University found that a coupon requiring shoppers to travel farther from their planned path to obtain discounted items resulted in an average increase in spending of about $21.00. When the coupon didn’t require wandering from the planned path, the increase was instead about $14.00.

Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.

Click for more…

Utilize Multichannel with Hedonic Selling 

Keep Telling Customers You’re Still Around 

Escort Shoppers on In-Store Travel