Retailers are constantly looking to simplify the buying process for shoppers. The easier it is for buyers to get to the point of purchase, the better retailers’ bottom line. Unfortunately, the shopper’s journey can often be clouded in mystery from a retailer’s point of view. So how can you navigate their progress on the path to purchase and ensure that you’re converting those passive onlookers into buyers?
Identify who the shopper is and what they’re doing across channels
Online and mobile shopping has disrupted the traditional buying experience. Prior to the widespread adoption of online shopping, consumers had no choice but to go to brick-and-mortar stores to make their purchases.
Now, prior to making a decision, shoppers may visit several sites on a variety of channels. They might search for reviews on their smartphones, visit coupon websites on their computers, and actually make the purchase in store. With all these different avenues available, it can be difficult to know how to target and attract buyers. It is essential to track your customers’ paths to purchase and then see how you can be influential in the shopper journey.
Planning
The first way to influence the shopper journey is in the planning stage. Think critically about how shoppers are becoming aware of your product. Are they looking online at product reviews? Are they making lists? Background knowledge on shoppers planning stage will give you greater opportunities to impact their ultimate buying decision.
The modern shopper will complete the majority of their research before they ever interact with a sales associate. If you’re waiting to influence buyers until they visit your brick-and-mortar store, you’re missing out.
Your online and mobile presence is critical, and it should seamlessly integrate with your in-store experience. Mobile friendly sites that easily allow consumers to read product reviews, see up-close product images, and access product specifications will be more likely to keep buyers engaged with your company during the shopper journey.
Shopping
Next, you’ll need to understand how potential customers are shopping. Depending on the industry, buyers may opt to shop online, in store, or through a combination of channels. Many consumers want to test out a product in-store—to see how it works or feels in their hands—but ultimately they may choose to make their purchases online. The opposite may also be true; consumers might browse online, but want to ask sales associates detailed questions in-store before making the decision to buy.
Point of Purchase
Once a buyers is ready to make a decision, you’ll need to ensure that the checkout experience is smooth—whether it’s online or in store. Online, your website needs to make the process of finalizing a purchase as convenient as possible, with the fewest clicks and the least entering (or re-entering) of information. In-store, minimize waiting in line when possible with mobile point of sale (mPOS) devices that line bust and allow customers to complete their transactions right at the point of decision.
Post Purchase
The shopper journey extends well beyond the point of purchase. At this stage, buyers are evaluating their purchases and their shopping experiences. This can make or break brand loyalty.
Offering loyalty programs can be an excellent way to keep consumers engaged, and it should easily integrate with your point of sale (POS) system. Targeted marketing campaigns, coupons, and deals will keep your brand in the eyes of buyers, and can influence them at the start of their next shopper journey.
The effect of mobile technology on the shopper’s path to purchase
The modern shopper is consuming critical data for their upcoming purchases in several avenues—but the primary influencer has been mobile technology. Whether they start their research on mobile devices or use them to make their purchases, it has to be a seamless process so that as customers move across screens and channels, you can provide a consistent experience wherever they roam.
How well acquainted is your business with how consumers actually shop? Use data from your POS and retail management systems to create a picture of how your customers shop and then build a strategy for each step of the journey that will help convert them to sales.
