Surely you know it. You follow social networks, you just surf the net and suddenly an advertisement for an interesting piece of clothing, nice winter boots on sale or a Christmas toy for your children jumps out at you. And before you know it, you're already buying the item. At that price with a discount, it's a good buy and you just can't resist, even if you didn't intend to buy it in the first place.
According to the latest large-scale consumer survey of more than 1,000 respondents, conducted by Ipsos for the marketing agency Acomware and the logistics-technology company Zásilkovna, impulse purchases based on an “exciting big discount” or sales admits 42 % respondents.
And it is discounts and sales that most attract customers to spontaneous purchases. Women are more likely to buy impulsively, and in terms of age category, people between the ages of 25 and 34 cannot resist them the most. High-income households or, conversely, low-income households make unplanned purchases on the Internet more often.
Not only fashion and food, but also toys are trending
In which segments are people most prone to impulse purchases? On first place leads the clothing segment in 58 % cases. But people also like to buy impulsively food, which accounts for 54% share. Spontaneous purchases in the drugstore area people can't resist in 51 % cases, for toys and children's clothing it is 47 %. In this respect, the segment of books and perfumes and cosmetics is also doing well with 46 %. As the data shows, most of the categories fall into household or children's needs, and at the same time, these are not very expensive items, but fast-moving goods.
An interesting chance for marketing companies as well
Many companies, not only from the field of e-commerce, have understood how it is Today more than ever, working with customers and their loyalty is important. "In addition to quality care, it's also about maintaining their brand loyalty and the use of personalized offers, where you can create communications tailored to the customer based on their behavior and perhaps even with a special discount. And this by using the appropriate channels to which he responds best in the purchasing process. All this, of course, with the help of automation, which can make the entire marketing process very efficient for companies," says David Vurma, CEO of the marketing agency Acomware.
He buys impulsively even when picking up the package
Impulse buying doesn't just have to take place in the online world. More than a third, to be exact 37 % respondents admitted that when they went to pick up the parcel at the partner drop-off point of the given carrier, they bought something else unplanned from the merchant at the point of sale. And 8 % respondents even admit that they repeatedly make spontaneous purchases when picking up a shipment at a partner delivery point.
"It is precisely the increase in sales associated with a visit to the delivery point of the transport company that is interesting for the traders themselves and can bring hundreds of additional and new customers to them every day. It is precisely this aspect that many of our partner delivery points evaluate very positively when working with us," says Milan Šmíd, marketing director of the Packeta group, owner of Zásilkovna.
The consumer survey has been taking place regularly for several years since 2014, this time it was conducted among more than 1,000 respondents in the age category of 15+ across the entire Czech Republic. He mainly investigated attitudes towards shopping on the Internet and in brick-and-mortar stores, the main motivations and barriers to shopping, requirements for communication with e-shops and carriers, and interest in technological innovations when shopping online.
Media Contact:
Jitka Gráfová, Marketing Communications Manager,
jitka.grafova@fdb188.com
About Acomware
Acomware is a marketing agency for e-commerce and digital marketing. It has been operating on the market for 20 years and helps companies achieve the best possible results in its environment. It increases sales, builds new brands or improves customer care. It prepares personalized campaigns directly tailored to customers, creates content that catches the eye, shoots video spots, takes care of clients' social networks and ensures the purchase of media space. The company's services are used by retail chains, e-shops and manufacturing companies. The Czech e-commerce scene is a home for Acomware, which it is actively trying to develop and cultivate. He participates in the development and implementation of new tools and technologies, trains experts and enthusiasts. He is the organizer of the Eshopista discussion series. More at fdb188.com.
About the company Zásilkovna
Zásilkovna is a purely Czech franchise logistics-technological project of the founder Simona Kijonková, which was established in 2010. Since then, it has developed into one of the most successful companies in the Czech Republic that provides comprehensive logistics-technological services for online stores. Today, the shipping company is part of the 14 companies of the Packeta holding, which operates in 8 countries and delivers to 34 countries. Holding Packet is managed by Simona Kijonková. The courier company also operates a successful Mezi Nami service for delivering parcels between individuals. In 2020, Packeta launched Z-BOXes, ecological automatic dispensing boxes. Their number exceeded 5,600 installations, in addition to the Czech Republic, they also operate in Slovakia and Hungary. Packeta currently has more than 14,000 own points of sale (in the Czech Republic it is almost 10,000 VM), more than 130,000 partner points of sale and cooperates with more than 46,000 e-shops. The turnover of the group in 2021 was 4.9 billion crowns, the number of shipments transported was 73.2 million pieces. More at zasilkovna.cz /packeta.com.
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