Personalization: Bridging the Gap Between the Clicks and the Bricks

To create a true sense of urgency, demand should be transparent. Showcasing the number of current observers and recent purchases instills a feeling of scarcity in consumers and encourages them to buy now. Recent purchase information acts as a type of best-sellers list, causing people to flock to popular items and validating the purchase decision. American Apparel, for example, will warn you when the stock of an item is low. If a shopper is sitting on the fence, this tactic can really push them to make a decision.