Shoppers today often have a hustler’s mentality. Many of them do not have the patience to conduct proper due diligence on options available to them before making a choice. Marketers are very aware about the fact that today’s customers don’t often plan their shopping activities.
Careful observation will reveal that no two individuals have the same pattern of buying. However, there is one thing that is true: they will never buy a single item and go for multiple purchases at the same time. It is not so easy to detect a shopping pattern such as this. Gone are the days when marketers used to get insights based on persona and other demographics. Today, customers buy products from a diverse set of channels, both online and offline. The source of customer information is very diverse compared to what it was 10 years ago, thanks to social media, consumer content, and advertising.
The question now is, how can this erratic shopping behavior of a customer be leveraged to your advantage? Marketers need to make the right decisions by having right marketing efforts executed to reach the shoppers at the right time.
There are three ways in which you can turn shoppers’ diverse, dynamic shopping behavior into a straight path:
#1 Instead of targeting persona, it is important for marketers to target people. Marketers need to get out of the contemplation and speculation mode and go out there to find real time shoppers. Try to reach them with your product.
#2 Everything is on mobile, so make your own mobile storefront an exceptional interface to deliver unprecedented customer experience
#3 To ensure you gain customer’s trust, start delivering trusted content they can relate to easily. Particularly, at a time when they are looking for something, it is even more important to have the right message reach out to your customer.
Modern day customers need to be pampered to make them walk a straight line. Even though the customer is truly the king today, this comes with an opportunity for marketers to deliver the best experience so that customers don’t go on a shopping adventure and end up buying exactly what they are looking for.
Want to turn your shoppers’ journey from an adventure to a sure path? Click on the link below to watch a quick video and to download the whitepaper. How to Turn Shopper Journey From Adventure to Straight Path
