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also fall into one of two purchasing camps: they either make rational or emotional purchases.
THE RATIONAL PURCHASE A rational purchase describes a product that is necessary and often purchased only when it is going to solve a fundamental, immediate problem. A car battery, for instance, is a rational, distressed purchase. If you sent an email to customers offering 80 per cent off a car battery or even a buy-one-get-one-free car battery deal, they aren’t likely to have any interest in your offer unless they absolutely need a car battery right now. This type of purchase offers a small window of opportunity for a sale. You probably have four to six hours to get the sale so the buying window is incredibly small.
THE EMOTIONAL PURCHASE An emotional purchase, on the other hand, is something a buyer might want, but doesn’t necessarily need, like a set of decorative cushions, a handbag or other products that have aesthetic value. Fashion mainly falls into this camp, though a dinner suit for a black tie event tomorrow night would be considered more rational/problem solving. Customers may respond better to a discount of 40 per cent or free shipping with an item like this because it is an impulsive, spontaneous purchase. For emotional purchases, the buying window is much longer. In some cases where it’s a high average order value and very emotional, it can be several months.
Because these two types of purchases are so different
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from each other and appeal to different types of buyers, you’ll need to use a different strategy to encourage each type of buyer to put your product in the basket. For the more rational purchase, you’ll want to appeal to the urgency and need of the item. In this instance, a quick delivery time, adverts with text like ‘huge range’ and an onsite countdown timer would be much more likely to result in a completed transaction than a discount offer alone.
If the product is an emotional purchase, like the decorative cushions, using larger images showing the item nicely displayed in a beautiful home or discounts that are ‘ending soon’ are more likely to appeal to the buyer. Remember, they don’t need the cushions. No one needs
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