From Impulse Buying To Guided Purchase - Enhance Your Customers’ Experience - Conversity

Impulse buys are something that we all do – from grabbing a Deliveroo when you’re tired, or scrolling on your favourite retailer’s latest sale on your phone. But what if these knee jerk purchases could be turned into something more mindful, thoughtful and beneficial for both customer and retailer?

Impulse purchases get a lot of negative press, and have done so for many years. Typically seen as someone behaving recklessly, emotionally, or purchasing for the sake of consumption, it’s something that many people do frequently but talk about in a self-deprecating way.

Everybody tends to do it as well. Reports found that Millennials are typically the ones to do it over other generations, shoppers that are single tend to impulse shop 45% more than those who are married. Typical impulse buying tends to be food, drink, takeaways, household items, and of course, clothing. Men are more likely to buy electronics on impulse.

However, the downside of impulse buying is real. These spur-of-the-moment purchases often lead to regret, anxiety, and financial strain, which can spiral into broader life issues. For retailers, impulse buying can result in higher return rates and even drive customers away to avoid repeating the experience.

But what if retailers could turn impulsive decisions into guided, thoughtful purchases? With the right tools, they can. This approach benefits both sides: it helps customers make more considered decisions, reducing buyer’s remorse, while also tailoring purchases more accurately to their needs and preferences. The result? Happier customers and fewer returns.

Understanding Impulse Buying and Its Effects

Humans are driven by dopamine, also known as the “feel-good” chemical. This is a very simple, yet incredibly effective, way that primitive humans used to stay alive. Eating food releases dopamine creating a positive association, exercising releases dopamine, dopamine also works with other hormones in the body such as serotonin, endorphins and oxytocin.

Dopamine is essentially the brain rewarding the body for doing something good and motivating it to do it again, and while in the past this was based on simple environmental wins, humans have managed to create many things that trigger this in the brain. Many of which are not helpful.

Activities, and even substances like alcohol and smoking, can trigger dopamine leading to powerful cravings and habitual behaviours, often at the expense of health. When these triggers are removed they can also lead to imbalances and even depression.

Shopping can trigger this, and is particularly strong in our digital age of online shopping. If someone is having a bad day there is no barrier to clicking a few things and buying a fancy candle, or if your partner is angry with you the ability to treat them to a present is there easily.

How to Shift from Impulse to Guided Buying

While shopping can provide pleasure, it’s crucial to shift from impulsive, regret-filled purchases to decisions that leave customers satisfied. Conversity supports this transition by working with retailers to create customized, data-driven, and psychologically-based questionnaires. These aren’t just product-focused questions—they delve into the customer’s lifestyle and preferences, ensuring that the recommended products are genuinely aligned with their needs.

For example, if a customer is buying a gift but doesn’t know the recipient’s favorite color, they might know that the person enjoys outdoor activities. Conversity’s tools help narrow down the choices to find the perfect match, leading to a more personalized and thoughtful purchase.

The Benefits of Guided Impulse Buying

There are a number of benefits that adapting to this guided impulse provides for both sides of the transaction. It reduces the likelihood of regret for the customer and affirms that their decision is made based on fact, rather than an emotional response. Having that confidence when making a buying choice means that they are going to be more satisfied with their items, less likely to return, and will have a more positive view of the retailer as a result. This means a better lifetime customer value, as they will more likely return to buy again.

For retailers, the advantages are substantial. Lower return rates, higher customer satisfaction, and enhanced profitability are just the beginning. The data gathered through these interactions provides valuable insights into customer lifestyles, needs, and desires, which can be leveraged for future growth and strategic planning.

Guided Impulse Shopping Is The Way Forward

Shifting away from the negative connotations of “irresponsible” spending habits to a model that benefits both consumers and retailers represents a significant, positive change. This approach not only supports financial and brand health but also promotes better mental well-being and financial responsibility among consumers.

If you are a retailer that is interested in disrupting old shopping tropes, while also reaping the benefits of being forward thinking then feel free to reach out. Together with Conversity, we can foster a brand new shopping experience, one where consumers feel like every purchase is right both emotionally and practically. Tying together the balance between spontaneity and thoughtful decision making can reap real long-term gains for all involved, and shift shopping behaviours to a more sustainable and mutually beneficial model.