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F-Commerce Handbook by Paul Chaney, Paul Marsden

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SECRET 1

PLAY THE IMPULSE GAME

The only way to get rid of a temptation is to yield to it.

OSCAR WILDE

THE PERFUME RING

Sophie just made an impulse purchase. A cocktail ring from Dominican fashion designer, Oscar de la Renta. It was a Facebook exclusive, an offer made only to fans of the brand. And it cost just $65, a fabulous price, considering that you won’t get much change from $1,000 for the typical Oscar de la Renta creation.

The ring itself was special, containing a solid concentration of Esprit d’Oscar, the brand’s recently launched signature fragrance, a delicate citrus-sandalwood perfume capturing “the essence of femininity—re-imagined.” With runway credentials, the perfume ring had been featured on the fingers of fashion models showcasing ...

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