Spark Business IQ Ignite
The Sale-Snagging Process: How Today’s Customers Make Decisions
2. Active evaluation. This is the process of researching potential purchases. While consumers would traditionally only learn about specific brands or products through advertisements or direct marketing that might happen to come to them at the right time, today’s consumers take a proactive approach to finding out more about the products they are considering buying.
4. Post-purchase. After a consumer has made a purchase, his or her decision is not final. Now begins the consumer’s experience with the product, which will shape his or her opinion for future buying decisions. And at this stage, providing ongoing information and service remains important to build loyalty; for instance, more than 60 percent of buyers of facial skin care products go online to conduct further research after the purchase, McKinsey researchers found.
2. Tailor messaging. If your marketing messages are broadly focused on all stages of the decision making process, you may consider messages that are more tightly focused on the stages where potential customers are leaving you behind.
3. Focus on consumer-driven communications. Make investments in vehicles that let your company interact with consumers as they seek to learn about products and brands through online information, reviews, and recommendations. That may include hiring someone to manage social media accounts for your company, creating a more robust website with information about your products, fostering word-of-mouth recommendations, and online advertising that can target potential customers and create variations on your ads that take into account viewers’ past behavior and your current inventory.
4. In-store merchandising. McKinsey research shows that “one consequence of the new world of marketing complexity is that more consumers hold off their final purchase decision until they’re in a store.” That means your products must look inviting when they come into your location; up to 40 percent of customers change their minds because of something they see, learn, or do at the point of purchase, such as packaging, placement, or interactions with salespeople.