E-commerce is growing and more than every tenth of the krone is now being traded online. In particular, SVT has looked more closely at how the online grocery store can manipulate us to buy more when the impressions just come from sight.Feeling and scent
The possibility of squeezing and feeling a fruit that it is ripe is difficult to replace for the e-retailer. The same goes for smells from the store's freshly baked bread.
- It is very important for the e-grocery store to guarantee the quality of delivery, but it is not always easy. For example, some bananas want immature while others want yellow, says Sara Rosengren, professor at Stockholm School of Economics.
- The e-retailer may use images that give birth to associations with the customer.Reverse logic
In the physical store, it is no accident that the milk - a commodity many need - is located at the far end of the store. The idea, of course, is to pass different product groups and be attracted to more purchases.
- In e-commerce, the logic is reversed. It is about showing the right product to the customer. Once you've done that, you show off other products that may be alternatives or fit, or products that other customers have looked at, says Sara Rosengren.impulse purchase
The candy at the checkout attracts impulse purchases in the regular store. On the net, traders try to get us to buy more when we "should" be finished with another technology.
- The equivalent of "candy at the checkout" is in the e-store that you automatically get suggestions on suitable products for those in your shopping basket or suggestions on things that people often forget, says Sara Rosengren, and exemplifies with incandescent lamps.We buy more and healthier online
When the final amount on the receipts is compared between the regular store and the e-store, the e-retailer has won - their receipt lands on a higher amount. In addition, we have also bought healthier, according to research.
- You buy from a shopping list rather than being inspired to put new things in the shopping basket, concludes Sara Rosengren.