Impulsive customers can make a buying decision in an instant, provided that the conditions are right
They like to be correct; their point of view is the one that matters. They don't need much convincing to make a purchase and don't require a relationship or sales pitch to buy if they believe the offer is good for them.
What they require is a clear and easy way to make a purchase and quick and concise help, should they ever have the need to contact you.
Traits of impulsive customers
Motivated by value
See direct benefit
Get their attention
Ensure you have an active brand presence across search and social media - be seen where they are looking.
Send some visually rich email newsletters or blog posts featuring the latest news about your service or the products on offer in your store - no matter if it’s online or on a busy street.
Set yourself up reminders for key customers based on what they have purchased before and therefore what offers might tempt them - you can also send an event-based or discount incentive through social channels and email.
I want to be able to do what I want, when I want.
— Sarah, impulsive customer
Help them Purchase
Keep it simple. Do not let their spontaneity pass. Try and ensure your customer’s path to engage and buy from you is as clear, compelling and simple as it can be. Think about the shortest path to transaction from the message you have shared.
Ensure your products and/or services have clear descriptions, images and guides on how to use - if there are any accompanying products or services, include them on the same page, i.e. suggestions and other products they might like, or those who have bought similar.
How you will lose them
You are seen to ‘waste’ the moment
The detail they need then and there to buy isn’t there
Your website is hard to navigate
If you are not clear on the status of their product or service