Yup, you read the title correctly. Buying random products is actually a trend. Before I explain what this trend is, just picture yourself as a little child nagging your parents to put a few quarters into a little machine so you can get a capsule toy. If you’re like me, then you’re also fascinated at the excitement of the surprise. It’s also just like buying a pack of sports card. You can just feel the intense atmosphere as you open the package and hoping you get a rare card, but also telling yourself in the back of your head to not jinx yourself. It is this exact mentality which makes consumers attracted to making these impulsive purchases.
I cannot recall the exact company, but I have seen a Japanese e-commerce website which takes this “impulsive purchasing” concept to a different level. Rather than selling toys or cards, this company sells clothing. The products would be grouped into categories, but consumers will not be able to purchase the product individually. Instead, paying the purchasing fee will get you one of the product within that product group chosen at random. In the event which you did not get the product you want and decides to make another purchase, it is guaranteed that you will not receive the same product that you have previously ordered. In addition to making random purchases one at a time, mystery bundles are also available for purchase as well.
I must say that the marketing behind this e-commerce concept is brilliant. First of all, this kind of concept would only work in an online environment. Applying human involvements through customer service in a brick and mortar setting would only decrease the value proposition (the emotional excitement) of this shopping concept. Also, the shopping concept in itself is a form of promotion. As long as you do not get your most desired product, the idea of making a re-purchase will immediately cross your mind. In fact, if you happen to be unlucky enough to fail at least a few times, then your purchasing intention might actually shift from initially wanting to acquire one particular product to desiring to acquire the entire product collection. By the time you finally get the product that you want, it is the company that is celebrating over this jackpot.
