Since the invention of the wheel, retailers have found new ways to entice people to buy their products, and over time, companies and marketers have refined their tactics. There are currently a number of different tools and messages that ecommerce companies are using to convert window shoppers into paying customers. Scarcity marketing and urgency marketing are two key tactics marketers use to attract customers’ attention in order to increase sales.
In contrast to simply listing items for sale, setting a quantity limit or time frame for items to be sold helps. Additionally, sales tend to be faster when using this type of scarcity marketing and urgency marketing.
In this article, we review scarcity marketing and urgency marketing tactics and offer 7 easy ways you can use them to get more sales. We’ll also give you real-world examples to inspire you to apply scarcity marketing and urgency marketing messages in your business.
To put it simply, “scarcity” means a lack of something. In the real world, scarcity is the state in which one is unable to get what one wants or needs. Interestingly, when products are in short supply, people are more likely to want them because a psychological trigger is triggered in their head telling them to act now.
For example, when a drought in California hurts almond crops, almond lovers fill up with their beloved nuts. And when a burst gas line leads to a lack of fuel, suddenly everyone goes out to fill their gas tanks. Likewise, the classic “As long as stocks last”, a brief marketing message triggers a psychological reaction.
When customers see scarcity marketing messages on your website (even though they may not identify them as such), they respond – usually with a purchase. More specific messages like “Limited Edition”, “Low Inventory”, “Almost Gone” and “Exclusive Product” continue to play with the idea of scarcity.
The rarer or rarer a product, the more compelled a person is to buy it. Using a customer’s FOMO (Fear of Missing Out) response can take them one step closer to clicking the Buy button.
Urgency marketing is closely related to scarcity marketing. The various short messages “while stocks last” ask for a timely reply. These messages insist that the buyer must complete their purchase on your website before the time runs out. Frequent urgency marketing messages like “Deal Of The Day” and “One-Day Sale” act as psychological triggers. Hence, the urgency forces them to take action now rather than wait until a later time.
The time limit can be a three day sale, a one day promotion, or even a deal that expires in a few hours. Regardless of deadlines, urgency marketing is an e-commerce force. It literally asks the person to take the buying opportunity. As with scarcity marketing, FOMO plays a big role in urgency marketing, as it forces customers to make quick decisions like: Wait too long and they’ll miss the product they were looking at. Think too much about a purchase and the deal will go away. Do not hesitate and you will miss it.
Practical examples for scarcity marketing and urgency marketing
In the real world, there are various tools you can use to communicate scarcity and urgency clearly and quickly. Product badge are a great way to do this. These labels directly overlay product images to create a sense of scarcity or urgency. For example, the badge could be simple text or an eye-catching banner. Additionally, you can add well-placed messages and descriptive terms to highlight brevity and urgency.
Below are some real-world examples of how you can add scarcity and urgency marketing to your ecommerce website
Not every product is available at all times. Some are seasonal offerings that only appear during certain times of the year (like pumpkin spice). Other products are limited editions that do not last. Either way, the idea of a limited edition product can be extremely enticing and is an example of scarcity marketing.
Fahrney’s Pens uses “Limited Edition” in the product description below to highlight this particular pen. The label shows that the Year of the Pig pen is only available for a limited time. Overall, the message is that the ecommerce store has limited inventory. As soon as these pens sell out, they are gone for good!
Rare, hard-to-find items
Collectors are always looking for rare finds. They want things that other people don’t have, like rare coins and rare books. Similar to the “Limited Quantities” marketing message, the “Rarely” message emphasizes the uniqueness of the item as if you were saying, “You may be one of the few who this item belongs to.”
There is a constant search for rare, limited or special edition sets among serious LEGO collectors. LEGO highlights these items with the “Hard to Find” label, so the sets immediately hit buyers with the product badge and draw their eyes to the rare sets they want.
This urgent marketing message conveys a time-limited sale of a particular product, which is particularly motivating for customers who have already considered the product but have not yet made a purchase. Show people something they already want to buy, but show them that they can save money. The product you want may still be available tomorrow or next week. However, the article is not available at the reduced retail price.
TigerDirect’s “Deal of the Week” campaign is promoting a sale of computer monitors: This monitor is only available for one week at half price. But as the slide says, the offer is only valid until Sunday. Not only that, but also the bright red “Hurry up!” Text box gets to the point: Get this offer by the end of the week or miss it!
Countdowns & timers
One of the best ways to communicate urgency marketing is with a countdown timer. Buyers can only purchase these items at those sale prices before the countdown ends. When the numbers slide to zero, the timer increases the sense of urgency. With a limited time to buy, many shoppers feel the urge to buy.
In the following example, Home Depot uses a countdown timer that shows a time that decreases from second to second. Since the pressure to buy increases before the time is up, the buyer must decide whether to make a purchase now or not. Meanwhile, as you decide, time goes by. At some point it will hit zero and the deal with will be gone.
Limited time sale
Similar to the countdown timer, Overstock uses a “Sale ends in 3 days” product badge to create urgency. In this case, a buyer knows that the item will likely still be available after the sale. However, to get the item (which he may have already thought about) at retail price, he will have to buy it soon. The limited time frame creates a sense of urgency.
This news is FOMO at its best. The marketing message is not a “Deal of the Day” or “Limited Edition” but not even a rare opportunity for collectors. The Almost Gone marketing message (and similar messages) combines both scarcity marketing and urgency marketing and highlights a product that is almost sold out.
In the example below, Nordstrom Rack shows that only two pairs of these shorts are left in stock. If the buyer doesn’t act now, they will miss them. As a result, a message like “Only 2 Left” maximizes both scarcity and urgency. Even if a buyer were to consider a completely different pair of shorts, the psychological impact of that news could be too big to resist.
Messages about the shipment
Instead of focusing on scarcity marketing, shipping offers and promotions are also urgent. For example, you can give shoppers a deadline with messages like “Free shipping today only” or “Order before 2pm for next day shipping” to increase urgency. In addition, messages for dispatch can be combined with a countdown timer or even a product badge.
Though you could too offer free shipping or a shipping upgrade to encourage customers to make additional scarce or urgent purchases. Large retailers like Target are luring customers to spend more than they planned by using marketing messages like “Free 2-Day Shipping on an Order of $ 35”. If the buyer makes their purchase by 5:30 p.m., Target also offers 2-day shipping (no free shipping). The use of shipping-related messages can therefore help customers develop a sense of urgency.
Summary of scarcity marketing and urgency marketing
Once you’ve brought a customer to your website, you need to keep their attention. Scarcity marketing and urgency marketing are two key tactics you can use to turn your website’s occasional browsers into paying customers. Messages like free shipping, one-day sales, and low stock add to the scarcity and increase the sense of urgency with your customers.
As mentioned at the beginning, these messages tend to discourage procrastination and speed up sales. Above all, they are motivators. Also, some of these messages aren’t trying to convince a casual shopper to buy something they don’t want. Often times, you simply push your customers closer to a purchase they’ve already considered. Occasionally, they just need a little push and a little extra encouragement to hold out and hit the “Buy” button.
Now experiment on your website
Try some of these 7 simple scarcity marketing and urgency marketing tips on your ecommerce website and see if they will increase your sales. When used well, these messages can create a real buying drive. With your own customers, certain messages may be more effective than others. Experiment and see how well these scarcity and urgency messages work for you!
Note: We are not the author of this content. For the Authentic and complete version,
Check its Original Source