It's happened to everyone.
You're out shopping for a new pair of jeans, and on your way to the checkout counter, you come across a belt that's a perfect match. You're already spending $60—so what's another $15?
Bricks-and-mortar retailers have mastered the art of the impulse buy, scattering low-ticket items such as lip gloss, nail polish and accessories near the cash register. Even without these ploys, consumers are more likely to add a few items to their basket when shopping in-store, as it's easier to find and be tempted by products that can be touched or tried on.
But as shoppers shift their spending to the Web, traditional retailers are missing out on these impulse buys in the digital space.
"I think that's always kind of the challenge with fewer store visits," said Forrester Research analyst Sucharita Mulpuru.
(Read more: Consumers are shopping a new way—What it means)
Encouraging shoppers to snatch up those extra items is key for retailers, said Kantar Retail's Anne Zybowski, particularly as the industry becomes synonymous with price slashing. As such, companies are investing in strategies that encourage shoppers to spend more each time they visit.
Tricks of the trade
One way they're doing so is offering shoppers the opportunity to buy online and pick up in-store—a maneuver that, on the surface, makes consumers think they're saving money by eliminating shipping costs. Similar to giving shoppers the option to make returns in-store, it's a way retailers can snag the online sale, while driving traffic to their stores and encouraging further purchases, Mulpuru said.