Online shopping: Store tactics to spend more

We may not realize it, but when we surf an online store, everything is carefully designed to convince us to put our hand in our pocket. Psychological tricks and marketing tools are employed, as especially after the pandemic and the explosion of online shopping that it brought, stores have become much more convincing.

Companies rely more on user data to build personal relationships with customers and convince them to make purchases.

Stores “play” with the so-called “fear of missing out” or FOMO, to encourage the consumer to add a product to their cart, for fear that it will sell out and lose it. Incentives like free shipping when you buy more pieces is another psychological trick they use.

Online stores, such as Lululemon’s, for example, inform the user of how many pieces of a particular product are left in their size. Other large companies, such as Nike, collect information about customers and encourage them to log into their app regularly by sending frequent notifications.

Here are some of the tricks online stores use to get consumers to spend more, according to Business Insider:

– Discount if you provide your mobile phone or email

It is now common for stores to offer a 10% or 15% discount on a consumer’s first order, asking for their email or mobile phone number in return. By allowing this communication via email or text, customers open the door to receiving notifications about offers or items they may have left in their cart without hitting the “buy” button.

Most companies know that the key is not to “bombard” the consumer with messages.

– Apple Pay and buy now, pay later

It has happened to all of us: We leave the items we have chosen in the basket, because at that time we do not have our credit or debit card ready. That’s why stores try to make the online checkout process as easy as possible.

Apple Pay, Google Pay and PayPal allow the user to make purchases without entering their card details. Buy Now, Pay Later through companies such as Klarna and Afterpay allow purchases that are repaid in monthly installments.

– Buy online, deliver in store

This practice flourished around the world during the pandemic and lockdowns, but many stores encourage it even now and the reason is clear: They want to entice the shopper to enter the store, as there is something else they can see. which he likes.

– Rarity

Insinuating that a product is rare is one of the biggest tricks online stores use. Much of our consumption is subconscious, so even when we know it’s a marketing ploy, it still works.

– Receipts of purchase on social media

Positive reviews, hashtags on social media, etc. are used by companies to show consumers that others bought a product and liked it. And of course, there’s always influencer marketing, where celebrities and social media stars are paid to promote products to their audience.

– Prices before and after

Most sites have it: Products where the original price has been deleted and the new, lower price is written next to it. The tactic is used to convince consumers that a product is a good deal.

What to do

Experts recommend allowing a period of a few hours to pass from the moment you put something in your cart until you press the “buy” button.

If after this time you still feel like it’s a good buy, then go ahead.

They also advise to avoid the “cheese” of sales and not to share your personal contact information with different stores.

moneyreview.gr

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