Have you ever shopped while intoxicated? While it may be difficult to pull this off effectively in a brick and mortar store, (think stumbling and wandering the aisles aimlessly) according to The New York Times, SWI (shopping while intoxicated) online is a rising trend.
It’s a well-known fact that human beings are impulse driven creatures, and that our inhibitions tend to break down after a few drinks. Just ask Chris Tansey of Australia, who told the NYT that he bought a $10,000 motorcycle tour of New Zealand online while intoxicated.
While Tansey later said that the New Zealand trip was “terrific,” some are quick to point out the negative consequences, namely buyer’s remorse, that can come as a result of shopping online while inebriated.
Whether or not buyer’s remorse occurs as a result of SWI, online retailers can (and already are) use this trend to their advantage, both in terms of boosting sales and boosting customer service.
According to the NYT, retailers like QVC and Neiman Marcus have observed the shopping patterns of so called “drunk shoppers” online and have adjusted their sales and promotions accordingly.
Offering special sales and promotions during the peak evening shopping hours of 6 and 9pm may be one way to reach this demographic, as well as sending special offers and coupons via email during this time. If you notice that certain products seem to be purchased in large quantities at certain times, it only makes sense to respond with corresponding coupons and targeted marketing promotions.
Ecommerce merchants with upfront, hassle-free return or exchange policies might also be able to turn SWI-buyer’s remorse as an opportunity to strengthen customer relationships.
Even if someone returns something that they bought while intoxicated, (or maybe 14 of the same thing) they will likely view your site in a favorable light (and be more likely to purchase products from you in the future) if they are able to complete their return quickly and with minimal difficulty.
Merchants, what are your thoughts?
Miva