In this post on the Comms Women platform, Anna Niccolini a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Clare D’Souza, Winnie Wong, Nicole El Haber, Anne Renée Brouwer & Outi Niininen on online impulse purchases published in Journal of Global Fashion Marketing (Taylor & Francis).
Understanding customer buying patterns is essential for successful public relations and advertising campaigns in the constantly evolving world of online retail shopping. Clare D’Souza et al.’s study “Online Impulse Purchases Versus Planned Purchases and the Role of Visual Attributes” explores the difference between planned and impulse online fashion purchases, highlighting the impact of visual aesthetic on consumer choices. It was published in the Journal of Global Fashion Marketing in 2024.
The growth of online shopping has greatly increased impulse buying, which is defined by impulsive and unforeseen purchases. According to the report, younger consumers are more likely to make impulsive purchases, especially those between the ages of 18 and 24. Because of their greater online visibility and willingness to visual cues, this group is a target for marketers looking for quick purchases. On the other hand, planned purchases involve a conscious decision-making process in which buyers investigate and assess things before making a final purchase. According to the study, planned purchases are more common among female consumers, which may indicate that women do more comparison shopping and pre-purchase research. This knowledge is essential for marketers to customize their approaches, guaranteeing that comprehensive product details and reviews are easily available to support well-informed buying choices.
Both planned and impulsive purchases are significantly influenced by visual characteristics. The study highlights how fashion items, such as their color, design, and imagery, can have a big impact on customer happiness and buying habits. Strong images have the power to instantly trigger desire in impulse purchasers, resulting in impulsive purchases. Planets buyers, on the other hand, might carefully examine visual components to evaluate quality and sustainability, matching their selections to their existing clothing and personal preferences.
Providing detailed visual information is crucial for planned buyers. This consists of a variety of product views, in-depth close-ups, and contextually rich photos that show the item on a range of models or in different environments. In addition to developing trust, this kind of openness helps customers make wise decisions, which may lower return rates and boost customer satisfaction.
Additionally, according to the study, customized visual content can help close the gap between planned and impulsive buying. Brands may improve relevance and engagement by customizing visual presentations to individual preferences by utilizing data analytics and customer insights. For example, customized lookbooks or style suggestions based on browsing and previous purchases might accommodate each customer’s own preferences, promoting both impulsive and deliberate purchases.
These findings can also help public relations campaigns create visually striking stories that connect with their target audiences. Working together with influencers who share the brand’s aesthetic can increase reach and effect because their recommendations frequently have a big impact on how consumers think and behave. Furthermore, holding interactive online events or virtual fashion shows can create excitement and offer captivating experiences that showcase the brand’s visual identity, strengthening ties with both planned and impulsive customers.
In summary, the D’Souza et al. study emphasizes how important visual characteristics are in influencing consumers’ online fashion buying decisions. Advertising and public relations professionals may create targeted campaigns that successfully engage and convert a variety of consumer demographics in the constantly changing digital marketplace by understanding the differences between planned and impulse purchases and strategically utilizing visual aesthetics.
Full Article Reference: D’Souza, C., Wong, W., Haber, N. E., Brouwer, A. R., & Niininen, O. (2024). Online impulse purchases versus planned purchases and the role of visual attributes. Journal of Global Fashion Marketing, 15(4), 504–522. https://doi.org/10.1080/20932685.2024.2361884