Some factors that affect your customers’ buying decisions are outside of your influence — such as how much disposable income they have. However, there are other things people at your business can make decisions about to drive sales. Here are five of them.
1. Promotions
Your business can use promotions to get more people interested in products or increase their transaction sizes. For example, a buy-one-get-one-free offer could be an excellent way to encourage customers to buy more than planned while allowing your company to clear out excess stock. Also, holding a flash sale could cause an increase in store traffic, particularly if you promote the event on social media.
Another possibility is to promote a buy-now-pay-later incentive. Taking that approach is getting easier thanks to services that let merchants advertise installment payment programs on social media platforms. One footwear brand saw a 57% increase in click-through rates after mentioning those payment options on Facebook and Instagram.
When planning your promotions, think about how you could incorporate things like seasonal trends into the efforts. For example, launching a sale on outdoor furniture and supplies in the late spring gets people excited about planning their summers.
2. Displays
Displays show off your products, and they can even help people interact with the products to experience their standout features. For example, maybe you’re displaying a range of lightweight but sturdy luggage. Having at least one piece out for people to open, lift or otherwise try could increase their desire to purchase.
Research also indicates that 8 out of 10 consumers make most of their impulsive purchases inside stores. Visual merchandising can increase the likelihood that they buy things that weren’t on their lists. Displays can also feature text or images that call attention to a product’s features and benefits. When used that way, they serve as extensions of sales floor team members, getting people more interested and addressing common questions.
As you think about what kinds of displays will attract customers, consider factors such height, shape and location. For example, some displays feature 3D designs with lifelike cutouts of animals or people. Others get set up at a low height to capture children’s attention.
You can also place a small display in the front of a store to direct people. Creating a holiday decoration display that shoppers see as they walk in could make them want to check out the dedicated seasonal section near the back of the store.
3. Color
The colors associated with your product or store could also get people in the mood to buy. One reason that’s true is because color can promote brand recognition. One study indicated that color caused up to an 80% increase in that aspect. Consider a scenario where someone scans the shelves for laundry detergent. The bright orange hue of Tide containers could be enough to make people notice that brand and purchase it over others.
How your business uses color can also create a more appealing atmosphere that sets customer expectations. Think about how Target strategically uses the color red in its signage, shopping baskets, employee attire and more. Customers understand that no matter where they visit a Target store, the surroundings will look almost identical. That sense of familiarity can encourage people to buy from retailers they know.
Color usage can also set the mood and showcase elegance. Cosmetics retailer Sephora frequently uses black in its interior, often pairing it with white stripes and strategically positioned products that give pops of color with a color palette-inspired look. The resulting atmosphere is an upscale setting where people feel eager to explore new makeup techniques, sample products and consider how carefully chosen cosmetics could highlight their personalities.
4. Customer Experience
The overall customer experience heavily influences whether people want to buy and how much they’ll spend. Imagine a situation where someone walks into a store that has a confusing layout and can’t find any employees to offer guidance. Then, when they finally locate what they need, the shopper must stand in a long checkout line and encounter an associate who doesn’t smile or greet them.
All of those unpleasant factors could combine to cause a person to decide they’ll shop elsewhere in the future. Similarly, if they do return, they’ll probably choose to spend as little time as possible there. Then, they’re not likely to browse and come across items that catch their interest and potentially increase the amounts they spend.
A survey found that three-quarters of respondents base purchasing decisions on customer experience. Additionally, 80% of people polled go elsewhere after bad experiences happen to them. Assess all the things that could affect customer satisfaction — from the number of employees staffed on a given shift to the type and volume level of music played in a store. Then, determine where your company is doing well and if room for improvement exists.
5. Packaging
Packaging can affect customer buying choices whether they shop in your store or at a website. For starters, it can highlight why people should select certain products over others. For example, Charlottesville, Virginia’s Mudhouse Coffee Roasters regularly sells a special blend with proceeds going to different community initiatives. Past funding from the charitable outreach went towards building a library and supporting a music education center.
In that example, each package of coffee features a branded sticker. It appeals to people who want to spend their money on causes that matter to them. However, you could also encourage purchases by making your packaging more functional. For example, redesigning snack bags to have reclosable seals could get people interested in the convenience and freshness aspects of that switch.
Using the proper packaging is also crucial if you frequently ship products to customers. Choosing materials that offer the necessary protection without excessive bulk creates a win-win situation. Additionally, sending your products in boxes or envelopes featuring your company’s social media handles could make happy customers eager to share product pictures online. Then, they’re naturally helping you promote the company and merchandise.
Shaping Consumer Purchases Is Within Your Control
You can’t control everything that determines whether your customers buy things. However, this list shows there are more aspects within your power than you might initially realize.
Besides following the tips on this list, consider asking your customers about specific things they’d like you to do better that would increase the chances of them purchasing items. Taking that feedback-driven approach minimizes the possibility of making changes to boost purchases that don’t have the desired effects on your target audience.
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