ASK THE EXPERT
NEMANJA BABIC CONTINUED
they buy products with which they are familiar. They are not
simply omni-channel shoppers—and they require a tailored
marketing approach. They care less about online advisors,
product tips and reviews. An emerging (though small)
segment of online shoppers are “e-commerce die-hards” who
spend more than 80 percent of their “fragrance dollars” exclusively online, due to perceived convenience and better prices
than in department stores. A full third of these shoppers don’t
miss anything by not being physically in the store.
P: How can fragrance manufacturers appeal to the
impulsive trait of consumers and influence their
purchasing decisions?
B: Manufacturers need to rethink their investment in-store, as a
significant portion of their marketing effort is not effective.
Shoppers do not seem to be greatly influenced by all the instore advertising—half of them are rarely driven to purchase a
full-size product after being given a sample, and some actively
avoid “spritzers.” These shoppers expect a tailored approach
that will give them a reason to switch from their long-held
brand preference, be it the right offer at the right time or some
well-timed advice at the counter. n
52
PULSE
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December 2016
Top 3 Factors that
Influence Purchasing
In-Store Shoppers
1. PROMOTION AND DISCOUNT: 32 percent of in-store
shoppers say they are strongly influenced by discounts
and promotional offers.
2. SERVICE: 25 percent of in-store shoppers say good
customer service is a strong influencer in their
purchasing decision.
3. SAMPLES: 22 percent of shoppers say in-store samples
highly influence their purchasing decision.
Online Shoppers
1. LIMITLESS ASSORTMENT: 71 percent of online shoppers
say having the option of a vast assortment is very
important.
2. BEST PRICE: 69 percent of online shoppers are influenced by price.
3. FREE SHIPPING: 58 percent of online shoppers say free
shipping is a big factor when shopping fragrance online.