1、WHITE PAPERMicro-Moments and Impulse Buying in the Customer JourneyTap into immediate consumer needs to build relationships and boost revenue.By Korrin B2Micro-Moments and Impulse Buying in the Customer JourneyIntroductionWhen Micro-Moments Become Impulse PurchasesImpulse buying often conjures up sc

2、enarios from brick-and-mortar stores:gum and candy by the register or chocolate syrup next to the ice cream aisle.But with people spending around 25%more than they plan to online,theres evidence for digital shops to leverage impulse buying too.1 In an increasingly mobile world,ecommerce businesses c

3、an use micro-moments to drive online impulse shopping for increased revenue and customer loyalty.This white paper explores the psychological and situational factors that drive impulse purchases,as well as the basic trends and prevalence of impulse buying.It connects specific types of micro-moments w

4、ith relevant opportunities for impulse buying and strategies for how merchants can shape them.With actionable insights,this report provides a game plan for ecommerce businesses to ethically incorporate impulse buying as part of the customer journey.What Are Micro-Moments?Intent-driven actions where

5、people turn to a device typically a smartphone to learn about,experience,or buy something.People expect to find the right information quickly.What Is Impulse Buying?Unplanned purchases often made on a whim or added to a cart immediately before checkout,potentially triggered by personalized shopping

6、experiences,especially in a digital ecosystem.Impulse buying accounts for 40%to 80%of all 3Micro-Moments and Impulse Buying in the Customer JourneyUnderstanding Impulse Buying BehaviorWhile the prevalence and patterns of impulse buying ebb and flow with economic conditions,the behavior accounts for