Impulse Buying and The Digital World: How Retail is Adapting

Internet retailing is having to work harder

As the competitive environment within internet retailing becomes fiercer, e-tailers are having to work harder for sales. Impulse has traditionally been weaker online than in-store, but could drive sales growth if harnessed.

Store-based retailing is a more natural fit for impulse

Consumers prefer shopping in-store because of immediacy, convenience, easier returns of unsuitable purchases and being able to try before buying – which are also all key elements of an impulse buy.

Rise of smartphones is a gamechanger for online impulse retailing

M-commerce is more than just internet retailing via a different gadget; mobile online access has made it possible to find and buy products almost instantly and almost anywhere.

Buying no longer happens just in stores or online – the whole world can become a shop

Browsing no longer just happens on a screen – any object can be a potential purchase with new finding apps, while virtual stores create shelves full of products in two dimensions.

Making sure the product is right without seeing and testing it is still a challenge

Further development is needed before apps become virtual replacements for the fitting room or tester pot, but the process has begun. In-home body scanning could be a major change to hit apparel internet retail.

Easier payment methods are opening up sales to retailers as well as e-tailers

Consumers are being freed from the requirement to enter a credit card number to pay online, or even have a card at all. Contact payments have potential for speedy collection, while instant credit will boost big-ticket buys.

Order fulfilment is a focus area – speed or convenience is key

Immediate gratification is a key driver of impulse buys, but same day delivery, 90 minute delivery and convenient collection points are all making order fulfilment issues less of a barrier to online impulse sales.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment