November 21, 2008, 12:00 AM

Even in this economy, shoppers will respond to the right pitch, survey says

59% of online shoppers will make an impulse purchase if they see something that is perfect for someone they know, while 54% say limited-time offers such as sales or free shipping will influence their decisions, says a new survey from GSI Commerce.

Katie Evans

Managing Editor, International Research

 

Targeted, timely promotions and impulse purchases may help online retailers this year, according to a survey just out from GSI Commerce Inc., provider of e-commerce services to retailers.

The survey, conducted by Harris Interactive on behalf of GSI, reports that 59% of online shoppers will likely make an impulse purchase if they see something online that is perfect for someone they know, while 54% say limited-time offers such as sales or free shipping will influence their decisions.

The survey also indicated that women are more likely than men to make an impulse purchase online in response to limited-time offers-60% vs. 48%.

GSI also reports that as part of its approach to holiday selling, NFLshop.com, which GSI operates, last Sunday ran a one-day only ad campaign on television and the web promoting a store-wide discount.

“This past Sunday was the second largest sales event for NFLshop.com since GSI launched the web store in 2006,” says Stephen Bontempo, vice president of licensed e-commerce for GSI. “This made it the largest day so far in 2008.”

Other retail sites have experienced the same effect, GSI says. “We’re seeing a trend among our client base,” says Fiona Dias, executive vice president of partner strategy and marketing for GSI. “Many of them are running similar one-day sales events and other promotions to capitalize on the impulse buying that is happening in the marketplace.”

 

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