Reacting to Moments that Matter
Consumers buy when they want to buy, not when you tell them to buy.
I know a few of you may argue this statement with me (it’s happened before) but for this argument, let us take the above as true. If consumers buy when they decide to buy, then it would only make sense that if you tell them the right information about the right product at the right moment, they’ll want to buy… and your sales will go up. Your sales will go up because you reacted with the right product when the buyer wanted it. You reacted to a moment that mattered.
For years, the online marketing industry has thrown around the word: personalization. We, as a market, have become pretty good at providing personalized experiences to users. But there is a much more complex answer as to what a personalized experience is. If you don’t believe me, ask your marketing guy to explain it to you. With that in mind I have broken down what I believe it means to ‘react to a moment that matters.’ Personally, I believe this statement sums up our goals in personalizing an experience. It says give them what they want, when they want it.
Now, ask yourself, does your web/e-commerce solution allow you to react to a moment that matters?
Reacting to a moment that matters?
One the benefits of reacting to a moment that matters, with the right message, is that it allows you to instantly create a relationship with buyers. With over 200 million consumers shopping online and 100,000 e-commerce sites competing for their business, YOU need to be able to stand out in the sea of options. Customers don’t want mass marketing. They want tailored advertising. If you deliver what they need when they need it, you will show them that you understand and cater to them. You will show them that you care. And in turn, this will increase customer satisfaction and brand loyalty for your business from the first day they visit your site.
With expression and prediction-based marketing strategies your company will be able to create ads that are displayed to specific groups online that meet predetermined criteria. Once you have reeled the customer in, you can grasp their attention with a dynamic e-commerce site that will offer them only the products and services that they were looking for. They come in for what they need, easily find what they need, and leave satisfied, coming back for more, when once again in need.
Customers demand relevant experiences when they shop online. Like a vegetarian headed straight for the produce aisle at the supermarket, skipping the meat department. So as a website, you hide the meat department. You don’t want them to leave before they even get a chance to look at the vegetables, thinking you only sell grade-A beef. This requires a responsive web design that creates a unique shopping experience for every customer who comes to your site. While you may have seen something like this on Amazon and can easily recognize it with Netflix, your company can create its own personalization strategies based on your customer market and buying habits.
Reacting through a Personalized E-Commerce Page
Each experience should remain unique. Your customers don’t want to know you’re selling your business to a room full of people, just to disappear in the crowd. Your customers like to feel special. And when you’re talking to them, they will stay to listen. Personalization of your website can ultimately make your customers feel as if you’re selling to them alone, and that what THEY want matters.
Once you personalize your online shopping site, visitors will be able to notice the difference instantly. If they were pulled in by targeted ads they can be taken to the pages on your site that offer the products they were searching for on the internet. If they are a returning customer, the minute that they enter their login information, they can see a welcome page that includes product and service recommendations based on past purchase history, product rankings and reviews, real time browsing on your site and information based on other customer persona.
When customers are drawn in by a specific ad, it makes more sense that they would be shown those advertised products first-hand instead of being dropped into a generic landing page, only to go clicking around themselves, creating confusion and all together loss of interest. Consumers like convenience. Say to yourself, the fewer clicks to a sale, the easier the transaction, and happier the customer. One of the main reasons consumers shop online is to save time and hassle, not primarily to save money. Personalization is key in saving time.
There are many different software solutions that can help you create customized personalized experiences for your buyers. With technology today, companies also have the opportunity to obtain information from third-party sites such as social networking websites to aid in personalization. Third-party and information gathered from resources in addition to your website will help you to streamline your customer profiles and enhance your strategies based on consumer behaviors. Personalization software has become so advanced that you can even tailor what a customer sees on his personal homepage based on his location, the local weather, and even recent browsing history from Google.
Using what your customers do in their daily lives can you give an advantage into practically predicting their futures. Before they go searching for a product, you’ve already shown them that you have it. And when the moment that matters comes along, and they need you, you’ll be there, ready to react.