Distinguish Impulse Buys and Considered Purchases of Customers

Increase revenue by distinguishing between impulse purchases and considered purchases of customers

In the world of retail, and particularly in jewelry stores, it is essential to understand the different purchasing behaviors of customers. By distinguishing between impulse purchases and considered purchases, jewelers can significantly increase their revenue. Let’s take a closer look at these concepts and discover how to make the most of them.

What are the characteristics and examples of impulse purchases for jewelers?

Impulse purchases are unplanned purchases that customers make without extensive consideration. Often triggered by emotions, attractive offers, or the appeal of a product. For jewelers, examples of impulse purchases can include:

• Subtle, eye-catching jewelry: A beautiful ring or a sparkling bracelet that catches the customer’s attention while they are looking at something else.


• Limited time promotions: A temporary offer that ignites the urge to buy quickly.


• Sets and gifts: A combination of products that look more attractive together and encourage customers to buy more than they originally intended.

Pro tip: Place impulse products at the checkout or in a prominent spot in the store to increase the likelihood of purchases. Think of small, affordable items that customers can easily buy without much thought.

What are examples of considered purchases, where the customer needs to think?

Considered purchases are situations where customers take the time to analyze the benefits, price, and quality of a product. This is especially true for more expensive jewelry, such as:

• Engagement rings: Customers often carefully consider this purchase, taking into account cost, style, and the type of gemstone.


• Investment pieces: Luxury watches or unique jewelry that serves as collectibles require reflection and research.


• Custom-made jewelry: Customers want to take the time to consider their options before creating a personalized design.

Pro tip: Provide sufficient information and advisory materials in the store regarding considered purchases, such as brochures or digital screens, so that customers feel well-informed.

Positioning of products in the store that are impulse purchases

The right positioning of products can make a world of difference for impulse purchases. Here are some effective strategies:

• Use of eye-catching displays: Ensure that impulse items are attractively presented with bright colors and good lighting.


• Discount stickers and special offers: A clear marking of discounts or bundle offers can stimulate the impulse purchase.


• Creating ambiance: Music, scent, and lighting play an important role in the store's atmosphere. Ensure that these factors promote a pleasant shopping experience.

Pro tip: Organize special promotional days or events in the store focused on impulse purchases. This can appeal to both new and returning customers.

Examples of the right questions from the sales staff during impulse purchases

The interaction between sales staff and customers is crucial during impulse purchases. Here are some effective questions that staff can ask:

• “What attracts you most to this piece?” – This encourages the customer to share their interest, allowing the staff to better respond to their needs.


• “Are you perhaps looking for a gift?” – This can prompt the customer to think more about something extra that they hadn’t considered.


• “This is a popular item; many customers are taking it home. What do you think?” – Emphasizing scarcity can lead to a quicker decision.

Pro tip: Don’t be pushy. The goal is to guide the customer and spark their interest without applying pressure.

Examples of the right questions from the sales staff during considered purchases

For considered purchases, it’s important to provide customers with the right information and support. Here are some helpful questions:

• “What is the occasion you are looking for this for?” – This helps the staff recommend relevant options.


• “Do you have specific styles or materials in mind?” – This gives insight into what the customer likes and can help them provide targeted advice.


• “Would you prefer a traditional or modern look for this jewelry?” – This makes it easier to select options that align with the customer's preferences.

Pro tip: Offer customers the option to make personalized adjustments, such as engraving or adding gemstones, to enhance their purchasing experience.

By understanding and applying the dynamics of impulse purchases and considered purchases, jewelers can substantially increase their revenue. With the right strategies and communication, every customer can discover a valuable buying situation, whether it is an impulse purchase or a careful consideration. Be sure to implement these insights in your own store and watch the results grow!