If we’re honest with ourselves, we know that we go to great expense to energize customers to interact with us every day. Rarely does one decide to browse through websites or visit a physical location without a desired outcome in mind. As the NRF points out in its path to purchase, the decision to purchase is vast and varied. https://nrf.com/resources/consumer-research-and-data/consumer-behavior/consumer-path-purchase. Direct mail, digital marketing, and content in any channel will pique interest in many products which may otherwise have limited views/attention. Illustrating the why behind the what drives the impulse to purchase. Those inspired consumers will take immediate action, looking to place their order to acquire their desired “stuff”. Believing that once the impulsive customer arrives, they will be satisfied with an inefficient and unattractive process is naive. The time, energy and funds spent to direct the customer may end up in the virtual or physical equivalent of a junk yard. The customer simply leaves. It’s equivalent to a hunt for a sales associate, or being on hold with a phone call. Unless the order form is seamless customer experience, you have no sale. Simplify the process. Eliminate steps. Seal the deal with your customer by making it easy to say yes.
Published by datalovesinstinct
My merchandising journey has been focused and intentionally multifaceted, maximizing every opportunity to broaden my expertise. Each step has been taken with the total customer experience in mind, from the aesthetics of product presentation in every channel, to assortment building led by market trends and category analysis wrapped in revenue and profitability increases. With that has also come a hardwired commitment to leading and developing my teams and collaborating closely with both internal and external business partners. Creative problem solving is what drives me. Simplify is my mantra. View all posts by datalovesinstinct