Customer Journey

Pokémon Go, impulse buying behaviour and your customers

Written by Tony Loxton
Jul 15

If you’ve ever walked into a grocery store for a bottle of milk, only to walk out with a bottle of milk, a Cadbury’s bar, a lottery ticket, and the latest edition of Sports Illustrated, you’re not alone.

In fact, impulse buying behaviour drives over two thirds of visitors to malls, or so says Paco Underhill, author of Why We Buy: The Science of Shopping. And thanks to the digitisation of the way we live our lives, our online behaviour has a marked influence on our offline behaviour (and vice versa). This means that if you want to cash in on this impulsivity, you need to gather data about your customers – whether they’re in your store or online.

US retailers are capitalising on a demographic-defying digital obsession: Pokémon Go

Pokémon Go – the augmented reality game that’s now overtaken Tinder in downloads, and Twitter and Facebook in terms of daily active users, is giving retailers a new way to attract shoppers. One of the most notable knock-on effects of the Pokémon Go craze is the sales surge of portable mobile chargers. Enterprising retailers have been quick to jump on the bandwagon and offer free charging stations in order to capitalise on the fact that there are now 65 million Pokémon Go players in the United States alone. NPR reported that local and national businesses are also cashing in on the nation’s newest obsession by offering players discounts, coupons, and even free beer. If there’s ever been an argument for the importance of paying attention to cultural influences, this is it. Case in point: New York City pizzeria L’inizio Pizza Bar, whose owner told the New York Post that after paying $10 to ‘lure’ several Pokémon into his restaurant, sales have increased by 75%.

While Pokémon Go’s effect on business is an anomaly – the logic of using your market’s interests in order to appeal to them applies to retailers across the board.

It’s safe to say that not all of your customers are as enamoured by Pokémon Go as the patrons of L’inizio Pizza Bar. That said, the pizzeria’s tactical approach to generating new business demonstrates the benefits of tailoring your offering to the unique interests of your market. In order to get this right, you need to arm yourself with data about your market’s buying behaviour and then dabble in some creative thinking.

Our digitally interconnected lifestyles have gifted marketers with a wealth of information they can tap into in order to influence buying behaviour with targeted – and relevant – offers.

Taking advantage of cultural trends, be they the latest augmented reality game or the festive season, is all well and good; but if you’re not measuring your efforts, you’ll have a hard time establishing whether your latest marketing strategy is actually working in your favour or not.

In order to determine if – and how – your latest marketing activity generated interest, you need to gather data that answers questions like:

  • How much has foot traffic increased around the broader area of my location or store?
  • What percentage of this influx enters my store?
  • How long are they staying in the store?
  • Are they new to our store, or are they repeat visitors? If they are returning, when last did they visit?
  • How many of these visitors have been to my other locations?

Gleaning insight into the above questions equips you with the relevant data to inform any future marketing endeavours.

Whether you’re cashing in on Pokémon Go or the next big thing, you need to know exactly how this affects your business. Find out about our foot traffic software, Blix Traffic, which helps retailers gather the data that counts.

Image credit: Flickr 

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