A comparative analysis of impulse buying strategies : case study of an online women apparel store
Authors
Date
2019Access restrictions
The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyväskylä University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).
Copyright
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
This paper presents a statistical analysis of different strategies that are used commonly by ecommerce companies to trigger impulse purchasing. The goal of the study is to offer insights to marketers and entrepreneurs as to which strategies perform successfully with internet users. The study attempts to measure the effectiveness of these strategies on four metrics, namely number of sales, average order value, number of repeat customers and average session duration. By deploying different strategies on an online women fashion store, data was collected from users from a defined set of demographics. This data was analyzed with the help of various analytics tools in order to put together actionable information for marketers and entrepreneurs.
The study relied mainly on quantitative research methods; key data collection and analysis methods included trend analysis, conjoint analysis and max-diff analysis. These methods were applied to five impulse buying strategies, namely cross selling, point of purchase, flash sale, price presentation and instant discount. Each user group in the study consisted of 5,000 members, and it was ensured that all users who participated in the study belong to the same demographics.
The study found that all impulse buying strategies had a positive impact on profits and marketing costs; instant discount strategy offered the biggest amount of monetary benefits. The study discusses how each impulse buying strategy can be implemented in various online businesses in order to maximize return on investment.
...
Keywords
Metadata
Show full item recordCollections
- Pro gradu -tutkielmat [29105]
Related items
Showing items with similar title or keywords.
-
Examining the effects online targeting has on consumers' purchase decisions
Hiirsalmi, Sami (2020)Yritykset ja markkinoijat mittaavat markkinointitoimenpiteitänsä online- kanavissa päivittäin. Samanaikaisesti, toimiala on nuori ja empiiristä tutkimusta online-markkinoinnin vaikutuksista kuluttajien päätöksiin on vähän. ... -
Online impulse purchases versus planned purchases and the role of visual attributes
D’Souza, Clare; Wong, Winnie; El Haber, Nicole; Brouwer, Anne Renée; Niininen, Outi (Taylor & Francis, 2024)Given the rapid growth of online buying, there seems to be a significant gap in understanding how consumers derive satisfaction from their past online fashion purchases, particularly in the absence of tactile experiences, ... -
Utilising marketing automation to support sales in digital business-to-business environment
Lampinen, Anna (2018)Muutaman viimeisen vuosikymmenen aikana business-to-business -yritykset ovat havainneet merkittäviä muutoksia toimintaympäristössään, jotka ovat seurausta digitalisaatiosta, internetistä sekä ostokäyttäytymisen muutoksesta. ... -
Understanding Big Data and its application in the digital marketing landscape
Singaraju, Stephen; Niininen, Outi (Routledge, 2022)This chapter outlines the increasing prominence of Big Data and its application to marketing practice. The 8Ps of the Expanded Marketing Mix: Product, Price, Place, Promotion, Process, Physical evidence, Partnerships and ... -
'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
Reinikainen, Hanna; Munnukka, Juha; Maity, Devdeep; Luoma-aho, Vilma (Taylor & Francis, 2020)This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring ...