Twitter announced this week that it’s adding a “Buy” button to its service, months after Facebook introduced the same feature on its site. The feature works once the user saves his payment and mailing information and that allows him to buy any item that would appear in his feed with just a single click -all of these without the need to leave the site and visit another.
According to the company, the service will be available to a small percentage of its users initially. The users who are part of the test will be able to get access to items and offers from dozens of participating retailers that they can’t find anywhere else.
The service is expected to work with discounts or deals based on what Twitter users are tweeting about or what the users are interested in based on the accounts they follow. What are also expected to entice the users to use the service are the so-called “flash” promotions. The social network focuses on the trends today and if e-commerce is doing the same thing, meaning using sales that that are available for a short period of time or a limited number of products, the “Buy” button will be able to function well.
How does Twitter work the service to its advantage? Looking at it from the perspective of consumers, when a “Buy” button suddenly appeared on their timeline, there is a feeling of urgency and exclusivity. The consumer is pressured to act quickly because if he does not, he will risk losing the deal. By the time the user looks for the same offer, think things through, or make price comparisons, the “Buy” button might be gone already.
The process of purchasing is also very quick – just a tap on your phone and the item is yours. That takes less time than thinking about what you will tweet about before posting your message on the social money. And what’s even better is that buying on Twitter does not feel like one is parting ways with any real money at all.
What’s happening here can be said to be a perfect formula to influence consumers to make impulse purchases that they will probably regret after making the purchase.
Anything from coffee shop to a fast food restaurant’s limited offer, merchants love to offer time-limited products because customers feel a sense of urgency when presented with these kinds of offers. If limited deals and discounts are always available, shoppers would not feel compelled to make any purchase right now.
Retailers tend to make consumers feel special because the offers cannot just be found anywhere else and they create the feeling that if the person didn’t buy the product at this instant, he won’t be able to get his hands on the item in any other time.
A Twitter user also tends to post anything that comes to mind and the company is relying heavily that the same user will also purchase something that pops in his feed without thinking first about the purchase.