1 thought on “The type and response of impulse purchases of impulse purchases”
Benny
(1) Pure impulse purchase. I went to a specific shopping mall because of the special offer, but I did not plan to buy any products in advance. (2) Proposed purchase. It refers to an additional purchase of the temptation suggestion that is stimulated by the shopping mall. (3) Fashion impulse purchase. In order to obtain a diversity or freshness purchase behavior, it represents a deviation of normal product series or conventional brands. (4) Reminder to buy. Internal advertising, shelves or counter display reminds consumers to think of some demand and then buy it. (5) Plan to buy impulse. Consumers are interested in buying a specific product type, but the final decision to buy at the scene. Cases It Guangzhou Tianhe Department Store 2003 National Day Gold Drotting Promotion Time: 2003 National Day holiday Location: Guangzhou Tianhe City Department Store n project : The theme promotional activity of "Love in October and Celebrate the Birthday" Inological: · Golden Autumn October, all of which are traditional wedding periods. Consumers are in jewelry, bedding, cheongsam, underwear The needs of related products are increasing than usual. · The flow of people to visit Tianhe City during the festival will also increase significantly. · Starting from October 1, 2003, the new "Marriage Law" is officially implemented, and the marriage registration procedures are greatly simplified; the 7 -day National Day holiday will have a small climax of marriage. This strategy: The promotional activity is mainly promoting marriage supplies (including gold, inlaid jewelry, cheongsam, bedding, etc.), and will have a little forgetful traditional marriage custom (too much etiquette, etiquette to go back to the door, etiquette to go back to the door. , Process, etc.) In conjunction with the product as a key promotion, people find some traditional wedding feelings to promote product sales. · The festive atmosphere full of traditional wedding customs that are full of traditional wedding customs outside the shopping mall. There are some essential items for traditional Chinese weddings in the window, such as old coconut, raw chicken, chicken, walnuts, betel nut, double flying pork pork, double flying pork pork Dozens of things such as raw fish. · Introduction to the traditional wedding ceremony, such as too big gifts, women's return gifts, upper, dowry, door, three dynasties, etc., attract tourists to stop and appreciate. rn·推出一系列促销奖励措施，凡于活动期间在金屋柜台购物满5000元以上可获赠传统婚嫁仪式喜庆礼品一套（包括椰子、莲子、莲藕、甘蔗、十二结面条、四Affairs of blessings such as color sugar) or a pair of exquisite couple ceramic dolls. · In the major news media such as "Guangzhou Daily", "Yangcheng Evening News", "Southern Daily", "Southern Metropolis Daily", "Information Times", "Guangdong TV Station", "Guangzhou TV" and other major news media, promote promotional activities. Relevant reports were carried out to strive for publicity effects and expand the promotion effect. The effect: The daily sales of Golden Jewelry Shopping Mall reached 2 million yuan on the National Day, which was 140%of the same period in 2002; Sales were 7.281 million yuan, which was 136.4%in the same period in 2002; of which jewelry sales were 4.277 million yuan, accounting for 58.74%of the cumulative sales during the National Day of the Golden Jewelry Mall.
(1) Pure impulse purchase. I went to a specific shopping mall because of the special offer, but I did not plan to buy any products in advance.
(2) Proposed purchase. It refers to an additional purchase of the temptation suggestion that is stimulated by the shopping mall.
(3) Fashion impulse purchase. In order to obtain a diversity or freshness purchase behavior, it represents a deviation of normal product series or conventional brands.
(4) Reminder to buy. Internal advertising, shelves or counter display reminds consumers to think of some demand and then buy it.
(5) Plan to buy impulse. Consumers are interested in buying a specific product type, but the final decision to buy at the scene.
Cases
It Guangzhou Tianhe Department Store
2003 National Day Gold Drotting Promotion
Time: 2003 National Day holiday
Location: Guangzhou Tianhe City Department Store n project : The theme promotional activity of "Love in October and Celebrate the Birthday"
Inological:
· Golden Autumn October, all of which are traditional wedding periods. Consumers are in jewelry, bedding, cheongsam, underwear The needs of related products are increasing than usual.
· The flow of people to visit Tianhe City during the festival will also increase significantly.
· Starting from October 1, 2003, the new "Marriage Law" is officially implemented, and the marriage registration procedures are greatly simplified; the 7 -day National Day holiday will have a small climax of marriage.
This strategy:
The promotional activity is mainly promoting marriage supplies (including gold, inlaid jewelry, cheongsam, bedding, etc.), and will have a little forgetful traditional marriage custom (too much etiquette, etiquette to go back to the door, etiquette to go back to the door. , Process, etc.) In conjunction with the product as a key promotion, people find some traditional wedding feelings to promote product sales.
· The festive atmosphere full of traditional wedding customs that are full of traditional wedding customs outside the shopping mall. There are some essential items for traditional Chinese weddings in the window, such as old coconut, raw chicken, chicken, walnuts, betel nut, double flying pork pork, double flying pork pork Dozens of things such as raw fish.
· Introduction to the traditional wedding ceremony, such as too big gifts, women's return gifts, upper, dowry, door, three dynasties, etc., attract tourists to stop and appreciate. rn·推出一系列促销奖励措施，凡于活动期间在金屋柜台购物满5000元以上可获赠传统婚嫁仪式喜庆礼品一套（包括椰子、莲子、莲藕、甘蔗、十二结面条、四Affairs of blessings such as color sugar) or a pair of exquisite couple ceramic dolls.
· In the major news media such as "Guangzhou Daily", "Yangcheng Evening News", "Southern Daily", "Southern Metropolis Daily", "Information Times", "Guangdong TV Station", "Guangzhou TV" and other major news media, promote promotional activities. Relevant reports were carried out to strive for publicity effects and expand the promotion effect.
The effect:
The daily sales of Golden Jewelry Shopping Mall reached 2 million yuan on the National Day, which was 140%of the same period in 2002; Sales were 7.281 million yuan, which was 136.4%in the same period in 2002; of which jewelry sales were 4.277 million yuan, accounting for 58.74%of the cumulative sales during the National Day of the Golden Jewelry Mall.