Besides being divided into four large groups, customers are also divided according to the type of purchases they make.
As human beings, we all like to think that we make only logical purchases, that we don't get carried away by emotion, and that we make 100 % rational decisions. However, the truth is that most times, this isn’t quite the case – most purchases are emotional purchases.
Are you communicating the product in the best possible way? Does the description of the characteristics make sense? Or is it best to create a campaign with good storytelling to trigger emotions in the consumer?
A rational purchase refers to the acquisition of a product that we buy not by taste, but by necessity. In this type of purchases, the factual characteristics of the product are its strong asset, because the consumer wants to know if the product will solve its problem. It's an analytical purchase: the customer is looking for the best solution for a given situation and wouldn't buy that product if it wasn't necessary.
Think, for example, of the last time you bought a battery for your car. Did you buy it because it was at an amazing price? Would you buy two (instead of just one) if the second unit was more affordable? Probably not. This is a rational purchase, because if you were not in need of a battery, promotional campaigns would not make you buy it.
For this type of product, it's best to rely on communication focused on the facts. There's no need to invoke a special memory or sell a dream, as the product sells for its functionality and characteristics. To convince the customer to buy, the campaign must be launched at the right time – the time when the customer needs to make the purchase, even if the idea doesn't please him.
For businesses that work with this type of product or service, it is essential to have a good CRM, which allows you to accompany the customer and send him the appropriate campaigns at key moments. The window of opportunity is very short, so only in this way will it be possible to captivate the client at the perfect time.
Even if we don't want to admit it, most of the purchases we make are emotional purchases. They are related to the products we buy just because we want, like, and can - they are not solving a problem, they’re just part of a lifestyle (current or intended).
Good examples of emotional purchases are associated with the fashion world. As we have mentioned in this article, a piece of clothing can be acquired by necessity (and, in this case, we speak of a rational purchase), but it's often the result of a different motivation (sense of belonging and willingness to stand out are two examples). Emotional buying is a more impulsive purchase, more related to aesthetic sense and personal tastes. Even if the customer takes several days to make a decision, if what leads him to buy that product is something that goes beyond need or functionality, then we're talking about an emotional purchase.
When we communicate a product that sells through emotion, it is important that it is displayed in a special way. Associating the product with a good story, supporting the desire for belonging, and presenting excellent images, which appeal to the aesthetic sense of the consumer, are three actions to consider.
Promotional campaigns have a positive impact on emotional shopping. If they are impulsive purchases, then a reduction in price, a photograph of a celebrity using the product, or free shipping may be the right actions to lead the customer to finish the order.
It’s important to keep in mind that communication should be in tune with the product and the type of customer looking for it. Regardless of whether they are, for the most part, rational or emotional purchases, only with this information will it be possible to outline the best strategy to increase brand awareness and, of course, sales.