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1、WHITE PAPERMicro-Moments and Impulse Buying in the Customer JourneyTap into immediate consumer needs to build relationships and boost revenue.By Korrin B2Micro-Moments and Impulse Buying in the Customer JourneyIntroductionWhen Micro-Moments Become Impulse PurchasesImpulse buying often conjures up sc

2、enarios from brick-and-mortar stores:gum and candy by the register or chocolate syrup next to the ice cream aisle.But with people spending around 25%more than they plan to online,theres evidence for digital shops to leverage impulse buying too.1 In an increasingly mobile world,ecommerce businesses c

3、an use micro-moments to drive online impulse shopping for increased revenue and customer loyalty.This white paper explores the psychological and situational factors that drive impulse purchases,as well as the basic trends and prevalence of impulse buying.It connects specific types of micro-moments w

4、ith relevant opportunities for impulse buying and strategies for how merchants can shape them.With actionable insights,this report provides a game plan for ecommerce businesses to ethically incorporate impulse buying as part of the customer journey.What Are Micro-Moments?Intent-driven actions where

5、people turn to a device typically a smartphone to learn about,experience,or buy something.People expect to find the right information quickly.What Is Impulse Buying?Unplanned purchases often made on a whim or added to a cart immediately before checkout,potentially triggered by personalized shopping

6、experiences,especially in a digital ecosystem.Impulse buying accounts for 40%to 80%of all 3Micro-Moments and Impulse Buying in the Customer JourneyUnderstanding Impulse Buying BehaviorWhile the prevalence and patterns of impulse buying ebb and flow with economic conditions,the behavior accounts for

7、40%to 80%of all purchases.2 But not all unplanned purchases are impulsive:customers could simply need an item they didnt put on their shopping list.So,what factors influence the impulsiveness of last-minute add-ons?Psychological FactorsImpulse buying is often driven by emotional triggers that meet t

8、he power of temptation.Individuals see an item they believe will benefit their current emotional state.Without thought,they purchase it.Different emotions drive specific impulse purchases.Impulse buying driven by heightened emotions is sometimes called“retail therapy,”where a person uses shopping to

9、 ease distress.One survey found that consumers reported splurging to seek comfort,relaxation,and reduced stress more than any other reason.3 Research also shows that anticipation releases the feel-good chemical dopamine.So,when customers anticipate clicking the buy button for an impulse purchase,the

10、y get a quick burst of excitement.4In addition to emotions,scarcity heuristic feeling that a product is rare or limited can activate impulse buying.This occurs during natural disasters or supply chain disruptions,as seen with personal protective equipment,cleaning supplies,and toilet paper during th

11、e COVID-19 pandemic.5Social proof is another cognitive bias that drives impulse buying.People are influenced by others if they see other people have an item,they are primed to impulse buy it when they see it next.This occurs with trendy items,such as when Stanley released its colorful Quenchers tumb

12、lers that gained a viral following on Instagram and TikTok.6Anger or DisappointmentA shopper is upset his house plants keep dying and impulse buys a soil moisture meter.Excitement or JoyA woman just learned shes going to have a niece and purchases the first baby clothes she sees.Sadness or StressA p

13、erson had a difficult day at work and impulse buys a sweet treat on the way home to 4Micro-Moments and Impulse Buying in the Customer JourneySituational FactorsEnvironmental and social cues how customers interact with an ecommerce space also impact impulse buying behavior.2 Unexpected needs can be t

14、riggered by:Prior knowledge about products Brand loyalty Visual stimulus Promotional campaigns Temporal factors like limited-time offers or deadlines Sensory experiences with products Interactions with the point-of-sale systemThe ease of the shopping experience,including website layout,user experien

15、ce,and checkout,can guide impulse shopping.For example,27%of Americans indicated they were more likely to impulse buy an item if the website showcased a“buy now,pay later”option.7Economic TrendsPrior to the COVID-19 pandemic,top impulse spending categories included clothing,vehicles,coffee,books,and

16、 takeout.Post-pandemic,impulse purchases shifted to more basic need or household items,such as cleaning supplies,toilet paper,and canned food.8 As inflation has grown,this change to“wiser”impulse purchases has remained.In 2023,39%of customers reported impulse buying necessities compared to 19%for lu

17、xuries.9 Finding a good deal on needed items can drive impulse purchases when people have a savings mindset.of Americans indicated they were more likely to impulse buy an item if the website showcased a“buy now,pay later”option.27%5Micro-Moments and Impulse Buying in the Customer JourneyHow Micro-Mo

18、ments Influence Impulse BuyingAs of 2024,nine in ten Americans own a smartphone and 15%of adults access the internet only through their phones,meaning they dont have home-based broadband service.10 This widespread mobile use has increased micro-moments in customers everyday lives.People take quick g

19、lances at their smartphones to check the time,respond to a text,review their calendar,or scroll social media.Additionally,91%of smartphone owners use their devices to look up information they need or that interests them in the moment or during a related task.11 These mobile micro-moments instances w

20、here an individual wants something right away are ripe for impulse purchases,and typically fall into four categories:Learn,Visit,Buy,and Do.of shoppers consult their smartphones while in physical stores.93%6Micro-Moments and Impulse Buying in the Customer JourneyWant to Learn MomentsPeople reach for

21、 their phones when they have a question and want to learn something:What are the ten essentials for hiking?Whats the best type of candle wax?How can I reduce waste in my household?In these micro-moments,customers arent necessarily looking to buy something.Instead,an interest popped into their mind,a

22、nd they moved to do some related research and discover something new.Depending on their search results,they may make a related impulse purchase:A first-aid starter kit for hiking A set of beeswax candles Reusable food wraps and napkinsL7Micro-Moments and Impulse Buying in the Customer JourneyWant to

23、 Visit MomentsPeople use their smartphones when they want to go somewhere.They might search:What is the address for business name?Which garden centers are near me?What are popular weekend destinations here?Sixty-nine percent of leisure travelers search for vacation ideas during spare time,such as wa

24、iting in a line or for public transportation.Almost half then book their chosen travel through another channel.11By understanding what customers need when looking to go somewhere,ecommerce businesses can present items that pair with the mood or intent,such as bathing suits or sun hats for people res

25、earching beach destinations or common garden supplies for someone looking for nearby greenhouses.V8Micro-Moments and Impulse Buying in the Customer JourneyWant to Buy MomentsPeople grab their phones when they think of something they need to buy or need help figuring out where,how,or what to buy.In f

26、act,Bizrate Insights surveyed 1,000 people in April 2024 to learn about their mobile shopping habits and found that 93%consult their smartphones while in physical stores.Viewing product options(50%)and checking product ratings and reviews(42%)were the top reasons for doing so.These micro-moments of

27、consulting a mobile device for purchasing recommendations can pair with impulse buying in a variety of ways,such as:Cheaper alternatives to makeup product What are popular healthy treats for puppies?Whats the best food subscription service?B9Micro-Moments and Impulse Buying in the Customer JourneyWa

28、nt to Do MomentsPeople look to their phones when they need support doing something:Strategies for better time management Online watercoloring tutorials Softball leagues near meIn these micro-moments,people recognize they need something but may be unsure how to start.Targeted recommendations can offe

29、r solutions and foster impulse buying:A planner with organization tips A watercolor kit for beginners A softball gear list with recommended productsD10Micro-Moments and Impulse Buying in the Customer JourneyStrategies Ecommerce Merchants Can Use to Encourage Impulse PurchasesWith thoughtful tactics

30、and brand development,impulse purchases can become an effective strategy in the ecommerce space.Optimize for MobileNot all micro-moments promote impulse buying some can hinder it.For every second delay in a websites loading time,theres a 12%reduction in conversions.12 If your site is not optimized f

31、or mobile shopping,youre not meeting the customers need for immediacy when they reach for their phone to learn,visit,buy,or do.To encourage impulse buying,optimize your website and channels for mobile:Reduce text to keep pages skimmable Incorporate infographics and imagery to entice Use SEO best pra

32、ctices for high search visibility Test page load times and adjust for greater speed Opt for minimal required fields at checkoutFor every second delay in a websites loading time,theres a 12%reduction in 11Micro-Moments and Impulse Buying in the Customer JourneyAnticipate Micro-MomentsThe“Rule of 7”po

33、sits that customers must see your brand at least seven times before theyll make a purchase.Research shows that if a person experienced something positively in the past,theyll be more impulsive with buying it in the future.13 While impulse buying seems spontaneous,brands capitalize on the event by bu

34、ilding relationships with customers over time.To do so,anticipate when and where customers will have micro-moments with your brand and what theyll want in that scenario:Develop buyer personasWhat questions might your customers ask?What are their interests and demographics?What are their pain points

35、and behavior patterns?Understand trendsUse Google Trends to see when and how frequently people search for your brand,products,or related topics.Map your customer journeyWhere does mobile fit in?Take the journey yourself and note where youd ask for more information.Identify potential barriers to purc

36、hase.Look for referralsReview Google Analytics to pinpoint which search queries lead traffic to your site and which sites are top referrers to your brand.Leverage Product Reviews and Social ProofIn recent years,mobile-based searches for“product reviews”have increased more than 35%.14 When someone us

37、es their phone to research a product or choose a brand,ensure your company stands out with user-generated reviews.Include these on your product pages and encourage them on top review sites and social media platforms.Pair product reviews from real customers with additional social proof that others ar

38、e buying,and therefore,see value in your product.Highlight the number of people who have bought your product in the last 24 hours on product pages or include text like,“Someone in Washington bought this 30 minutes ago!”12Micro-Moments and Impulse Buying in the Customer JourneyDeliver Relevant Conten

39、tOne-third of customers with a smartphone buy from a brand other than their first choice because it provided the right information when they needed it,and 75%choose brands that regularly deliver information that is useful and relevant to their target audience.12For example,the outdoor recreation com

40、pany REI produces a wealth of resources from blogs to how-to videos about camping,hiking,kayaking,and other outdoor activities.Someone searching for how to use trekking poles could easily land on its page and make a purchase given the companys status as a subject matter expert.Provide relevant conte

41、nt that helps customers make final decisions.Consider what customers are experiencing and searching for,and then be the advisor they need in the moment.Design Your Shopping ExperienceBrick-and-mortar stores promote impulse buying by enticing all five senses.Ecommerce shops can use physical stimuli a

42、nd product placement to evoke these senses and encourage add-ons:Ensure easy navigation and streamlined checkout for a pleasant experience Incorporate quick access to help or encouragement with pop-up discounts or chatbots Use imagery to tap into emotions and senses,such as summer scenes to imagine

43、sunny beach days and light,flowy fabrics Place relevant impulse items near high-demand ones,such as sunscreen and beach towels on the product page for a bathing suit Recommend items priced below$20 as checkout add-ons to discourage deliberation over the valueof customers buy from brands that regular

44、ly deliver information that is useful and relevant to their target audience.75%13Micro-Moments and Impulse Buying in the Customer JourneyIncorporate NoveltyResearch shows that people who make impulse purchases seek novelty and experience positive emotions when finding new things.15 Innovate your pro

45、ducts to provide items that surprise and delight customers.Include recommendations for new goods to try,suggest a unique experience,or share an unexpected secondary use for your product.Spotlight Seasonal or Trendy ItemsSeasonal items tap into current feelings and needs.Theyre also inherently time-l

46、imited,creating urgency to get them while they last.And holiday-related items serve as helpful last-minute reminders Dont forget mom this Mothers Day!while driving impulse sales.Trendy items are also good to spotlight for add-on purchases,as its likely people have seen them already.That familiarity

47、and social proof primes customers to add them to their cart.Try framing these as“treat yourself”purchases.Provide a DealSixty-seven percent of consumers have reported impulse buying when an item was on sale,with 58%saying they only impulse buy when items are on sale.16 Highlight deals and special pr

48、omotions to encourage this,such as:Limited-time promo codes Buy one,get one free Buy and earn loyalty points Buy more,save more Buy now to receive early access to new products Meet a price minimum to receive a free gift Earn free shipping for orders over a certain amountFor conditional promotions,li

49、ke earning free shipping when meeting a minimum purchase amount,suggest lower-priced,relevant items to fill the cart.Digital Commerce 360 and Bizrate Insights surveys have shown the power of free shipping offers to encourage buying,with 76%of respondents indicating free shipping as the top attribute

50、 they look for with online retailers.17of consumers have reported impulse buying when an item was on sale,with 58%saying they only impulse buy when items are on sale.67%14Micro-Moments and Impulse Buying in the Customer JourneyCommunicate UrgencyUrgency gives customers a deadline for making their pu

51、rchase,driving quicker action.Use language to communicate time limits that encourage impulse buying:Get it before its gone!Take advantage of this limited-time deal!Gotta have it!Dont forget this before checkout!Bold and bright colors also draw attention to urgent messages,such as using red to highli

52、ght sale items.Meanwhile,limited edition products activate scarcity heuristic.Leverage the Unboxing ExperiencePromote a surprise treat with delivery to move customers through checkout.This gives them the excitement of making the initial impulse purchase,as well as the anticipation of receiving their

53、 mystery gift when the package arrives.Facilitate later micro-moments with a thoughtful unboxing experience.Include a thank you card with a QR code customers can scan for:An exclusive deal on their next purchase Helpful product information with suggestions for related items An invitation to buy a ne

54、w product before its formal 15Micro-Moments and Impulse Buying in the Customer JourneyEthical Considerations of Impulse BuyingSince impulse buying is rooted in emotional triggers and reward-seeking behavior,customers may detach from logical decision-making around their budget or actual needs.This ca

55、n lead to regret or feeling manipulated if companies dont design opportunities in an ethical way.There are several ways to wield impulse buying in a conscientious manner:Consumer protection is your responsibility.Ethical marketing and sales can increase revenue by lowering returns,boosting sales thr

56、ough personalization,and nurturing long-term relationships.Recommend items that add valueHelpful impulse purchases remind customers of what they actually need.Pair items that will lead to a better overall experience.Leverage the power of gift-givingStudies show that spending money on others makes pe

57、ople happier.18 Promote impulse purchases meant to be gifted.Remind customers of social and environmental effortsCustomers are four to six times more likely to buy from purpose-driven brands.19 Show how you make a difference.Be transparent with policiesMake your return policies,warranty information,

58、and other processes clear and easy to find for consumers.Send reminders about subscriptionsReminding customers about their upcoming subscription and opportunities to adjust it builds trust and avoids appearing sneaky.16Micro-Moments and Impulse Buying in the Customer JConclusionLink Micro-Moments to

59、 Impulse Buying to Meet Customers at the Right Time and PlaceIncreased smartphone use has ushered in an era of micro-moments that demand immediacy.When brands know their customers needs along the purchasing journey,they can meet them with purposeful recommendations and memorable experiences that dri

60、ve impulse buying.Micro-moments can boost revenue and foster brand loyalty over time.With proven solutions for measuring the entire customer life cycle,Bizrate Insights partners with ecommerce brands to elevate their approach to encouraging impulse purchases and providing an overall excellent custom

61、er 17Micro-Moments and Impulse Buying in the Customer JourneySources1https:/ https:/ Can HelpGet More Insights With Our Customer Feedback SolutionLearn more about your customers and their preferences by adding Bizrate Insights ADA-compliant voice-of-customer(VoC)solutions.Our surveys collect detaile

62、d user feedback and ratings from verified shoppers at zero cost to the merchant.With our robust data analysis,comments and ratings collected from your customers are automatically formulated into KPIs that can be benchmarked and tracked over time giving a 360-degree assessment of your performance.Take your ecommerce strategy to the next level and get all the tools you need to build a best-in-class customer experience.Schedule a quick walkthrough with a member of our team