Citation
(2014), "Executive summary of “Promotion and shoppers’ impulse purchases: the example of clothes”", Journal of Consumer Marketing, Vol. 31 No. 2. https://doi.org/10.1108/JCM-03-2014-0888
Publisher
:Emerald Group Publishing Limited
Executive summary of “Promotion and shoppers impulse purchases: the example of clothes
Article Type: Executive summary and implications for managers and executives From: Journal of Consumer Marketing, Volume 31, Issue 2
This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.Numerous studies confirm the global prevalence of impulse buying behavior and that over half of consumers visiting a shopping mall will make impulse purchases. Consequently, it is the norm for retailers to design stores and display products in ways which encourage this activity.
Although most items can be purchased impulsively, the literature shows that it is likelier in certain product categories. Clothing is particularly susceptible and records indicate that impulse purchases are often made alongside those which are preplanned. Another common occurrence is that the product bough on impulse will be inexpensive relative to the planned item. Visiting a store with the intention to buy a suit and then purchasing a shirt in addition is one example of this tendency.
Seminal work identified four categories of impulse buying, each determined by the degree of planning and exposure to marketing stimuli. The current study concentrates on the one labeled “planned impulse buying as this addresses interactions between different promotional media. Scholars have previously debated whether the use of multiple channels produces a “synergy effect that is greater than the sum of each individual tool.
That in-store marketing possesses the capacity to influence consumer purchase behavior is extensively documented. Hultén and Vanyushyn also purport that impulse purchases are often triggered by the interactive effects between such internal activities and external promotions. With regard to the latter, direct-mail marketing and TV commercials are recognized as among the most successful techniques. The basic premise is that individuals react positively to an advertisement or commercial and that these perceptions are recalled when the item is later seen in a retail outlet.
Response rates to the various forms of direct-mail marketing continue to outstrip such as newspaper, magazine, radio and email advertisements. Discount coupons seem to be especially persuasive. Evidence shows that some people react instantly to direct-mail offerings but most tend to make both “conscious and subconscious notes that might be recalled if later encountering the product in a physical shopping environment. Essentially, direct-mail marketing generates what has been termed “positive pre-purchase experiences in the form of increased liking of, interest in and subsequent desire for a specific clothing item.
Even in an age where various forms of online marketing are becoming ever more pervasive, the powerful impact of TV advertising continues unabated. Commercials using hedonic appeals are particularly effective as consumers visualize themselves wearing the advertised clothing product. These impressions can be conscious or unconscious and subject to be fondly recalled when the item is seen in store. Impulse buying might result from this or from the fact that the TV commercials have increased consumer familiarity with the brand in question.
It has been reported by some researchers that consumers who react favorably to direct-mail and TV marketing are also likely to be positive towards in-store promotions. Retailers can increase this likelihood by strategically positioning clothing items and through such as relevant displays and signs. The in-store experience incorporates the added influence of the sensory cues that emerge when shoppers physically examine and try on apparel. Although individuals differ in this respect, it appears that touch has a stimulating and pleasurable effect on many consumers.
According to different sources, spending on clothing is higher among Generation Y consumers than for their predecessors. This applies to both males and females, although some gender differences in shopping behaviors are evident. Statistics indicate that females visit shopping mall more frequently and are more prone to impulse buying, particularly with products designed to enhance appearance. This is attributed to their greater susceptibility to sensory cues and external stimuli. Males might spend more during their shopping visits and functional products typically account for any impulse purchases made.
The authors note the potential of sales personnel to affect purchase activities and propose that their influence might be more profound on females. Age of the consumer is another factor likely to impact on impulse purchasing.
A questionnaire was randomly distributed to households in North Western France and Northern Sweden, producing 332 and 161 responses respectively. Samples were comparable in that men accounted for 40 percent and 41 percent, while average age of French respondents was 36.9 years and Swedish respondents 39.7 years. Subjects were asked to comment on different promotional channels and their impact on impulse buying propensity.
Data suggests that:
impulse buying is more common on those who shop more frequently;
response to promotions and retailer messages is more positive among younger shoppers;
favorability towards TV commercials was greater among French respondents than among their Swedish counterparts;
consumers who respond positively to direct-mail marketing are likely to have a similar attitude towards in-store promotions;
a favorable response to TV commercials is likely to prompt a positive reaction to in-store marketing;
tendency to make impulse purchases is generally higher when consumers react favorably to in-store promotions; and
impulse buying of clothing items occurs more frequently among female shoppers than among males.
It was initially indicated that impulse buying tendency was not influenced by average spending. But when subgroups of high and low spenders were formed, analysis showed that consumers identified as low spenders made more impulse purchases. Advice from retail staff does not influence impulse buying tendencies.
That women report being more inclined towards purchasing apparel on impulse is attributed to their greater knowledge of and involvement with clothing items. Their penchant for the sensory experiences gained through touching the products is another critical factor. Retailers who therefore provide opportunities for young women to engage with clothing in this way might increase impulse buying among this segment. Another recommendation is to target consumers who are more disposed towards impulse buying. It might be productive to persuade such individuals to shop less frequently as their average spend is greater than those who go shopping more often. To exploit the synergy effects previously referred to, in-store promotions must be designed in ways that help consumers recall advertising messages previously communicated through other channels.
Research in future might explore how marketing via online and mobile channels influences impulse buying. The relevance of situational and demographic factors could likewise be considered. An example would be the relative availability of resources such as time and money. The possibility also exists that perceptions of what constitutes impulse purchases could vary between different consumer segments.
To read the full text, enter 10.1108/JCM-06-2013-0603 into your search engine.(A précis of the article “Promotion and shoppers impulse purchases: the example of clothes. Supplied by Marketing Consultants for Emerald.)