Impulse Buying Customer is an effort made to stimulate consumers to buy goods that are not planned in advance. When someone came to visit a store, it is likely that these visitors want to buy the goods according to their needs, or just want to browse the store room as interested in the arrangement of the room. Impulse buying customers tend to make users who had only intended to just look around to be interested in purchasing a product that owned the store, or a consumer who will only buy a product they need, be interested to purchase more planned out. Some examples of customer impulse buying are: engineering displays, window displays, and product demos
According to research, customer impulse buying based on a fact of consumer behavior as follows:
1. The reason consumer spending is due to attract consumers shop, the store looks beautiful, easy to find stuff that consumers need, and store employees are easy to help and serve.
2. 2/3 of purchase decisions happen at the store. When visit to a store, desire to buy will increasingly appear after the visitor is seeing the physical product, as well as understand the functions and benefits received from these products. And it happened in the store!
3. 55% of consumers visit is without a pre-planned. The difference supermarkets with the regular stores are because supermarkets assume everyone who is visiting a potential buyer. Starting from this understanding, then they will try to entice consumers to be willing to pay a visit to the shop, although previously not intend to buy. With efforts like this then logical to say that the supermarket more often visited by people who previously did not plan to visit.
4. Consumers buy 15% -20% more as visually appealing as well as in accordance with the conditions of his emotions. Since the supermarket is to pamper and empower consumers, then when someone is planning to buy an item needs indirectly they will look at other items on display in the store. Sometimes because of the products on display are attractive, they will be willing to buy. Emotional condition is greatly affected consumers' purchasing desire, as an example in a shop there is a visitor seen is sad of course will find the music in accordance with the conditions of his feelings, and if deemed suitable then they will willing to conduct transactions on the product.
Efforts in order to impulse buying customers are actually part of the strategy undertaken by the store manager. Understanding of this strategy is complicated because it is closely connected with the advantages and disadvantages of the store along with the opportunities and threats.
The main purpose of the store is to obtain maximum sales, thus creating impulse buying customer would not be sufficient if no sales transactions occur. Therefore, to support the efforts that have been performed, then active employees serve customers in the store is very involved in the customer's decision to buy the product. When customers have started to be interested with the products on display at the store, the employee is immediately active in suggestive selling of those products. In this way the purchasing decisions by customers will be more quickly accomplished. The theory which says that 2 / 3 purchasing decisions occur in the store is a logical thing because it is supported by active employee in approaching customers shop.