Before getting into the blog we must understand what is ‘IMPULSIVE BUYING’. Impulsive buying is ” the buying of goods without planning to do so in advance, as a result of a sudden whim or impulse.” For example, on some lazy days we usually binge watch on Netflix and suddenly have a craving for having pizza and we order it so this whim can be considered as impulsive buying that most of us do nearly every day.
Store Environment: Mostly all the customers are exaggerated by the internal environment of the store. The retail settings of stores are influencing the response of consumers for in-store and future store decisions as well. The environment of the store and physical appearance influence on consumers’ decision for selecting a store.
Window Displays: Due to a change in consumers’ choice, taste, use pattern & purchasing, every retailer tries to maintain the strategy of prioritizing customer satisfaction. Widow Display associating with consumer’s purchasing attitude has physical charisma and charm of a store influences customer choice of store.
Impulsive buying nature: The impulsive buying attitude of people is unreflective so the purchase cannot be made without judging the product. People have a habit of focusing on instant satisfaction rather than on resolving pre-existing troubles which leads to instant purchases.
Income Level: Studies prove that a high level of income leads to impulsive buying, people with a high level of income tend to spend more than the ones who earn a low level of income. Hence, it proves that the capacity to buy any product depends on the income one earns.
Store Apparent Characteristics: Researches show that store ambiance has always played a major role in customer influence. The major buying decisions depend on store size, store, store credibility.
Unexpected Cheaper Prices and Discounts /sales/ specials: All of us somewhere would agree to this that as soon as there is a price drop or any sale starts every person runs to the stores. Discounts, cheaper prices have always been a major influence on customers.
Credit Card: Since the usage of credit cards has started, it has persuaded many customers at impulsive buying because it has cut down the extra effort of an individual to go to the market. The use of credit cards has made us all adopt online methods of shopping. There has been a greater usage of credit cards worldwide. People have changed their traditional patterns of buying
If you work in marketing, you may be familiar with the 7 Ps of the traditional and expanded marketing mix. Although it is mainly used in marketing as a whole, these methods can also be used in digital marketing.
Let’s take a step back and know 7 Ps:
Extended Marketing Mix
7- Physical evidence
How can it work in digital marketing?
In the world of digital marketing, your website is your business. It represents the values and philosophy of your companies, so the content of your website needs to add value, and is relevant to your customers. If your digital marketing activities also follow the marketing mix, you will be well on your way to creating a successful campaign;
There are several pricing strategies that you can implement on your website that will make your product stand out for your customers;
⦁ Discount codes
⦁ Online vouchers
⦁ Price cutting
⦁ Packages and bundles
These techniques have worked very successfully on the website in the past. Amazon is a great example of this, generating $258.22 billion in online retail sales in the US during 2018. Amazon vouchers and discounts were a major contributor to these sales, demonstrating how important pricing strategy is in digital marketing.
It is incredibly important that users entering your websites see the features and services of your product. With the popularity of YouTubers growing rapidly, companies are now paying them to sponsor their products by creating unboxing videos. This is a great example of how you can share the features of your products to millions of customers.
On your website, you can tailor your product using symbolic imagery. Companies like Apple and Dyson do an excellent job of it, using stunning images to promote the latest features of their product.
It may seem unlikely that the distribution of a product can take place in digital marketing, but some businesses are completely dependent on it. For example; Uber has many drivers who are waiting for a phone call through their app to pick up a passenger. The user can easily see where the driver is and can directly contact through digital media.
People with the advancement of technology, the marketing mix element of people is being widely used online. Now thousand of websites use chatbots to directly contact users to respond to their needs. Social media is also a great service to help customers answer their questions regarding a product.
There are so many effective ways to use promotion in digital marketing:
⦁ Social Media
⦁ Video Advertising
And much more!
With so many possibilities to promote your brand and products, why not start with digital.
The delivery of your service is usually done with the existing customer, so the consumer has to pay once again how the service is delivered.
The process is all about thinking about how you can improve a user’s journey. Always think about the customers first and what their expectations are when interacting with your websites.
7- Physical Evidence
Almost all the service includes some physical elements, even if what the consumer is paying is intangible. For example; a hair salon will provide a complete hairdo to their customer, and an insurance company will provide its customers with some form of printed material. Even if the material is not physically printed they are still achieving “physical product” by this definition.
So, does Digital marketing works in the 7P’s of the marketing mix? Of course, it does! You can use the marketing mix through digital marketing to bring out your brand and product from your competitors.
The entire economy is devastated due to the ongoing COVID pandemic but this situation has enabled us to understand few important necessities of our lives and policies that we should have adapted long back. It has highlighted the importance of non physical or digital transactions; it has highlighted the importance to facilitate the public private partnership along with the facilitation of digital transactions into the MSME sector.
With more than 20 lakh people infected worldwide and 1.27 lakh dead, the Covid-19 pandemic shows no signs of wane. As vaccine is yet to be found, lockdowns remain the only way to slow its spread. However, the lockdowns are also pushing major economies to the brink. But on the other hand, the speed at which COVID had been spreading is slowing down now, so the need for long period of lockdowns may come down too.
MSME’s play an outsized role in our livelihoods, National gross domestic products, employment particularly in emerging markets and public and private sector leaders all have a role to play informing and delivering policies that support MSME’s for today, tomorrow and for the years to come.
Policies that have an intentional focus on enabling trusted digital payments and financial services offer opportunities for greater participations in digital ecosystems. We can make interventions now to create policies for the recovery of the MSME’s. These interventions include:
#1 Advancing an open and trusted payment network:
The COVID-19 pandemic has reminded us once again that access to payment is still a big need for the MSME’s, getting support is much more difficult for the quasi-formal and informal business, many of which are in emerging markets. Policy opportunities mainly includes the ease of accessing payments for the MSME’s. Once businesses are connected through formal payment channels financial service providers and policy makers will have more options to extent better financial tools to them including lines of credit, savings and business insurances etc.
#2 Facilitating public private partnership:
By working together the public and private financial institutions can promote and implement the policy solutions needed for long term success. Visa is working to stabilize the security and resiliency of payment system for all.
To know more visit the link: (https://usa.visa.com/about-visa/philanthropy/visa-foundation.html )
#3 Running interface for digital transaction:
Of course going digital is the new normal for us and COVID has made us realize this fact very clearly. In addition to immediate relief for MSME’s through stimulus packages, many governments are promoting digital payments and interactions. In more than 60 countries central bank regulations and bank policies have increased limits for digital payments without signature. The customers do not have to touch the same keypad or digital device nearly as often, which help builds consumer confidence to shop in physical stores.
Why do shopkeepers and retailers seek money on your mobile phones than in your pockets? Do they receive additional charges over digital payments? Or do they get benefits over the digital acceptance of the payments?
These are some of the wonders why questions which arise as to a general person in his/her perspective while making payments. Inclination on the tramp of marketing brought the vigorous change in the payment system, by giving the facility to pay through the tiniest device in our pockets. Privilege over payments of huge amounts, just through a single click has made customers’ life much easier. The convenience and acceptability over different mediums have proven to be the most wonderful feature of digital payments through mobile phones.
Until the dawn of mobile technology, the options were pretty basic- 3C (Cash, Check, or Credit card payment). But, that is no longer the case. Payment by mobile devices, such as smartphone’s and even tablet computers, is sprouting.
In 2023, it is estimated that there will be 1.31 billion proximity mobile payment transaction users worldwide, up from 950 million users in 2019.
Mobile payments have been quickly evolving, with more recognizable brands stepping into the industry to advance technology and offer what consumers and businesses want in terms of apps and services that allow them to pay with their phones. major banking institutions, such as JPMorgan Chase & Co., Bank of America Corp., Wells Fargo & Co., and U.S. Bancorp, have created a joint venture called clearXchange that allows customers to transfer funds instantly to another bank account through their phones. Besides the experiments going on at Google, some of the latest trends in the mobile payment industry are offering greater convenience, security and a glimpse into the near future. Social media and messaging apps have also joined the fun. You’ll be able to make purchases directly from social media apps like Facebook and use WhatsApp as a commerce channel. Big data, beacons, and sensors are already helping merchants reach customers. With big data, merchants and retailers will be able to send targeted coupons, promotions, flash sales, and even the chance to complete a purchase in advance. https://www.youtube.com/watch?v=ZciY1No5-Rw
Because of this enormous growth and potential that mobile devices present, we can expect to see the mobile payments industry and startups in the space evolve to meet the growing demands of users. The stakes in this market are potentially huge with a key issue resting with who has control of critical information when customers make purchases. Many retailers have gotten to where they are by staying close to their customers, and they fear, without control of mobile payments, they may lose access to valuable information.
What did you do when you wanted to bake a cake during a lockdown?
You went to Google to ask for the recipe. Digital India is all about giving authenticity and identification to all every business owner. Even a small café in a small city has recognization over Zomato. Why? As it gives a sense of security to the customer.
I can ran for two hours about why you should make your business digital. But a normal cable owner will ask what would that bring them? A milkman would ask if that will make his cow give more milk. A sweet shop owner would ask if that will improve the footfall in his shop.
My answer to them is:
Having a website won’t affect the financial graph directly or immediately but it will create a sense of presence to the people in your city. Whenever they will search your name or your business, they will feel elevated knowing it is all authentic and as per the mark of modernization. It will help you achieve these things:
- You can put up authentic pictures of your products and create a sensational buzz about your business.
- Put up real customer reviews in the form of words or videos to attract more business
- Give an authentic address and join hands with business apps like SpiderG that can make your ride as a business owner smooth in the testing times of corona. These payment collection apps will solve your bad debt and person to person contact problem.
Having a website is like entering a tortoise race. The progress will be slow but it will be rock-solid steady. Top 5 benefits of having a website:-
- If you are someone who is starting with little or zero investment then a website is a foolproof way to take your business to new heights without spending a bank on marketing.
- You can always give your web link to future customer or investor who is not a resident of your city.
- You can set up a payment gateway and turn your whole business digital.
- After the pandemic, everyone wants a product that is available to them without much human contact. A website is a professional and smart way to publicize your business.
- You can always take your small business to metro cities without having to go there in these dangerous times. A smart website and a lot of help through affiliate marketing can take your business to its miles stones.
Today you can hire a web designer starting from Rs.100 to Rs.10000. But the making of digital India urges every small or big business to have an online presence. Because when situations like a life-threatening pandemic arises, only a smart business owner can thrive through it without falling in the cracks of debt.
Mnrega a scheme where the Indian government aims to stabilize the livelihood of the rural people by providing at least 100 days of employment at minimum wage in a year to everyone who has no or very little education and volunteer to do unskilled manual work.
But what does MNREGA (Mahatma Gandhi Employment Guarantee Act) has anything to do with graduates and even engineers?
Let’s go through the crashed economy of 2020. After the realm of idiots infected the world with a deadly virus and we all had to bring our work lives to an immediate unplanned halt. The world economy came tumbling down the hill. And like Humpty dumpty Indian economy also broke its head.
India has always pushed its youth to get basic education because we believed– “Padhega India tabhi toh Badhega India.” But the severe job cuts and pay cuts made it impossible for freshly graduates to even find a job of a peon in a company. They are burdened with huge financial and educational loans. Degree in hand and locks on company door is waiting for them during unlock 1.0. This is where Mnrega comes in.
Mnrega provides unskilled labor at minimum wage revolving around Rs.250 to Rs.350 per day, depending on each state. So when push came to shove the youth did what it had to do and filled the forms of minimum wage unskilled labor. If this doesn’t send shrills to your spine these few facts definitely will:
⦁ Because of the high amount of applications Mnrega has decided to decrease the amount of minimum wage so that it can provide something to everyone.
⦁ The unemployment graph doesn’t rise, the guarantee workdays will increase from 100 to 200.
⦁ A civil engineer in MP is working under Mnrega from the past two months so that he can collect enough money to prepare for IAS exams. His minimum wage is Rs190 per day.
Can we blame the government for this crash? Can we ask companies who are struggling to meet ends to hire these fresh buns from the oven? What can we do?
We can wait for the economy to become stable and mostly support the Vocal for local campaign. Because when you buy made in India products you are creating jobs for Indians who aspire to become more. When you give your money to your local vendor you are saving another graduate from going out of business. The Indian government is constantly working its best to bring jobs in India by asking American and German companies to set up production factories in India instead of China.
Once Japan was crushed completely by a foreign country but its people and government promised each other that by hard work and patience they will one day win over the world. We are almost in the same shoes as them. It’s time we support the governments in its quest for development. So that one-day Mnrega doesn’t crash with the forms of graduates.