The role of website personalization in creating urge.pptx

Website and impulse buying

1. The role of website personalization in creating urge to buy impulsively: A conceptual framework Abu Bashar Research Scholar, IMS Unison University, Dehradun, India Dr. Shalini Singh Assistant Professor, IMS Unison University, Dehradun, India Dr. Vivek Kumar Pathak Assistant Professor, IMS Unison University, Dehradun, India

2. Outline of the presentation Introduction Urge to buy impulsively Impulse buying Website quality Website personalization Components of website Personalization Proposed Model Research propositions Discussion & future research directions Limitations References Q & A

3. Introduction Retailers have spent years creating the ultimate sensory experience inside their stores. From music to scents to displays to sampling, they recognize that the five senses play a big role in purchasing behavior, especially when it comes to the all-important impulse buy . Depending on the product, impulse buying represents between 40% and 80% of all purchases, according to various studies. How much of that happens in-store versus online is hard to say. A 2016  survey  found that nearly 80% of impulse buys happen in-store. There’s little doubt that online impulse buys have increased since then, in parallel with the growth of ecommerce . Covid-19 gave another push to online purchase.

4. This is one of the most frequently occurring topics in regards to data and marketing trends, according to  NewCo .

5. According to data published by  Invesp , 59% of online shoppers believe it’s easier to find more interesting products when personalization is used.

6. This personalization is a strategy that has paid off well for Amazon, according to data published by  OneSpot .

7. In fact, as many as  56% of online shoppers are more likely to return to your site  when you recommend products.

8. Introduction cont’d How to get revenue and profit from impulse purchase when stores are shutting down? The solution lies in retailers and brands upping their personalization game through customer data.  More than six out of 10 shopping journeys start online, according to  Google Analytics . Consumers use the internet to conduct research, get recommendations from friends, family and influencers and compare prices before making a final decision. However, rational choices are not always made.

9. Introduction cont’d How web personalization influence impulse buying What should be the components that can be considered for better personalization outcome? Our objectives are to To find out the factors of web personalization To propose a probable relationship between website personalization factors and Urge to buy impulsively. Proposed model Discussion and conclusion

10. Urge to B uy I mpulsively (UBI) Beatty and Ferrell (1998) stated as follows: “Felt urge to buy impulsively is a state of desire that is experienced upon encountering an object in the environment. It clearly precedes the actual impulse action and it is spontaneous and sudden”. Urge to buy impulsively  occurs when the consumer feels a strong and sudden  desire to buy  a particular item; the decision to  purchase  is taken immediately without any consideration being given to it or the consequences of that decision. According to researchers, urge to buy impulsively is a state of desire that is experienced upon encountering an object in the shopping environment such as a specific product, model or brand (Rook, 1987; Dholakia, 2000; Mohan et al., 2013).

11. Impulse Buying An  impulse  purchase or  impulse buying  is an unplanned decision to  buy  a product or service, made just before a purchase. One who tends to make such  purchases  is referred to as an   impulse  purchaser,  impulse buyer , or  compulsive buyer. This means, the urge to buy impulsively precedes the ultimate impulsive consumption (Beatty and Ferrell, 1998) and is thus expected to be positively associated with the actual impulsive buying. It has been suggested that as consumers browse around in a store, they experience more and more urges, and their likelihood of engaging in an impulsive purchase increases (Beatty and Ferrell, 1998).

12. Website Quality The  quality  of a  website  makes a  website  profitable, user friendly and accessible, and it also offers useful and reliable information, providing good design and visual appearance to meet the users' needs and expectations

13. Website Personalization and its Components Website Personalization  is the process of creating customized experiences for visitors to a  website . Rather than providing a single, broad experience,  website personalization  allows companies to present visitors with unique experiences tailored to their needs and desires . Content Personalisation (Product recommendations) Content personalization can be viewed as the provision of choosing and presenting the best matching mix of offerings to the prospective customers. The methodology of personalization is based on a set of computer coded algorithms that creates a content based on the data available from the historical transaction of the customer. Content presentation personalization Website structure This is the adaptation of the whole or parts of a website, such as a hierarchy and order of the web pages in a system . Web page This deals with adaptation of the web page layout and navigation. Typically , personalisation of the web page layout is the dynamic restructuring of how and what content is displayed on a web page, based on the user’s preferences Presentation of Product This is the process of how to present the product information to a particular user or group of users. Typi - cally , this type of content presentation offers personalisation of Types of information, such as textual, graphical, multimedia;Amounts of information, e.g. varied amounts of text and product image

14. Proposed Model

15. Research Propositions Content personalization lead to UBI Product recommendations lead to UBI The web structure creates UBI The web page creates UBI The presentation of product helps in creation of UBI Website personalization creates UBI

16. Discussion Understanding of the consumer preferences from their personal historical data can lead to the personalization of web site. The personalized website will engage the customer on the website and there is a chance of impulse purchases online. The marketers and designers should understand the important aspect of web design and customization according to each customer. There seems strong correlation between website personalization and ‘the urge to buy impulsively. if the marketers succeed in influencing the urge through web personalisation , then, there was every possibility that the urge might ultimately culminate into actual impulsive buying.

17. Limitations and future research direction The study is conceptual in nature and considered only the strategic parts of the web personalization. T he study used only website personalization factors there might be few moderating factors missed out in the model. The future research can consider moderating variables as well to study the influence of website related factors on creating urge to buy impulsively. Future research can also explore the mediating variables that might be influencing the relationship between website personalization and urge to buy impulsively.

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19. Q & A Thank you very much