<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=349935452247528&amp;ev=PageView&amp;noscript=1">
Search
word-map-thumb

The Alternative Board Blog

Quick clicks: how to get a younger generation to impulse buy

Jan. 21, 2013 | Posted by The Alternative Board

It's hard to be a savvy consumer in the digital age

Have you ever grabbed a candy bar on the way out of a grocery store? What about a pack of gum, or a celebrity gossip magazine? Maybe you snagged a USB port that looked like a piece of sushi while you were walking out of Best Buy? Is expert placement from a savvy merchandiser responsible for the acquisition of a wallet or a pair of earrings while you checked out at J Crew?

My answer to all of these questions is yes, but I don’t exactly have a reputation as the worst wisest consumer. Even if you answered no to all of those questions, you might not be impervious to the impulse buy. How many $.99 charges pop up on the monthly bill for the credit card you have tied to your Apple account? Do you subscribe to Netflix, Spotify, HBOGO, Amazon Prime, or online periodicals like the New York Times or the Wall Street Journal?

Again, my answer to all these questions is yes. (I canceled my Amazon Prime subscription a couple of weeks ago and felt a little better about myself, but now it takes FOREVER to get a book delivered. I can’t win with those people…) In this Bits Blog from The New York Times, Nick Bilton adds up his yearly digital media expenditures and realizes that in 2012, he spent $2,403.

I don’t care to add up my digital media expenditures for the last calendar year. Mr. Bilton rationalized the money he spent by saying he didn’t subscribe to cable, and he didn’t go see movies. I subscribe to everything that the author subscribed to last year. I also have premium cable and try to see everything in theaters. If you factor in e-tail purchases and cell phone applications, I think it would be fair to triple Mr. Bilton’s figure to ballpark my digital media expenditures in 2012.

How to market to the new kind of consumer

As a business owner, the tripled figure should be important to you, because I would not call my spending preferences atypical among my peers, (the 20-something male with 9-5 job demographic). My friends aren’t buying candy bars on our way out of Albertsons because we’re playing on our phones. None of us see print advertising, because we get all of our news (ALL OF OUR NEWS) from the internet.

Want additional insight? Download Harness the Power of Social Media to learn more

DOWNLOAD

If you own a small business, use this information. If you’re selling an impulse buy, find a way to get it on a screen, ASAP. If you’re targeting younger consumers, pull your print advertising, and start advertising online, even if you’re not selling an impulse buy. When you buy online advertising, make sure you know if your ad is going to be on a website, the mobile version of the website, or both. If you have to choose between an online platform and a mobile platform, make your decision based on the traffic for your target demographic, not overall traffic.

Develop an app. Even if your business has nothing to do with any sort of technology, find a way to develop an application. If current trends are any indication, retailing, or at least retailing as we know it is soon to be a thing of the past. You can’t fight the future…

Check out some of TAB's tactics to boost sales numbers - Sales Enablement can start small within your existing team.  

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board

Related posts

Planning for 2021? Investment and Transformation Will be Key
Nov. 10, 2020 | Posted by Phil Spensieri
It's hard to believe that 2020 is shortly coming to an end. For most of us, that may come as a relief, but the road to recovery is just beginning. Amidst the many different social and economic...
Effective Customer Case Studies Can Boost Sales
Nov. 5, 2020 | Posted by The Alternative Board
What do you normally do when contemplating a major purchase? Like most people, you probably make an effort to see and hear what others have to say about the company you plan to buy from, as well as...
Email Marketing in the Age of COVID-19
Oct. 22, 2020 | Posted by The Alternative Board
In spite of all the changes rocking the business landscape, experts agree that email marketing remains a consistently effective way of reaching customers. In part, this is because companies can...
Tips on Customer Retention Marketing
Oct. 15, 2020 | Posted by The Alternative Board
All businesses strive to acquire as many new customers as possible, but is enough effort being made to retain customers already on board? Remember, there’s a significant distinction in costs between...
7 Ways to Market your Business for Next to Nothing
Sep. 11, 2020 | Posted by The Alternative Board
Marketing need not be a mystery or expensive. For many business owners who are tightening their belts and reducing expenses, marketing expenditures are often the first to get trimmed. The truth is,...
How to Prepare Your Clients for a Price Increase
Sep. 3, 2020 | Posted by The Alternative Board
Every business must, at one point or another, share what’s viewed by customers as “unwelcome” news—the need for a price increase for products or services. Some businesses simply set the wheels in...
How TAB Helped A Member Grow During COVID-19
Sep. 1, 2020 | Posted by Phil Spensieri
Since the start of the COVID-19 pandemic, many businesses have struggled to survive. But for some, the pandemic has provided an opportunity to thrive. Garden Connections is one of those businesses. ...
The best piece of business advice I have ever received is…
Aug. 28, 2020 | Posted by The Alternative Board
When you’re a business owner, your best lessons often come from two places: failure or wise words from owners who have been there. There are going to be inevitable ups and downs in every enterprise....
10 Creative and Often Overlooked Ways to Find Hidden Money in Your Business
Jul. 16, 2020 | Posted by The Alternative Board
With the strains of rolling shutdowns across the country, many businesses are finding their profits diminished or uncertain. Many leaders are relying on tried and true revenue generating strategies...
9 Tips to Help Create a Living Company Culture in a Virtual Workplace
Jun. 26, 2020 | Posted by The Alternative Board
As businesses around the world have gone virtual, digital tools have helped keep most aspects of our work life functioning. Many businesses are reporting increases in productivity, with activities...