Maybe you should consider Amazon as your next channel since the two are very similar product discovery via keywords, price, etc. Every business must leverage principles, strategies and tactics to be successful.
Before employing specific strategies and tactics, get clear on your principles. Each channel has different capabilities — some are good for strong sales, some for testing, some for unloading obsolete products.
Rarely will you find each channel is just another sales channel for equivalent purposes. You can move on to further channels as soon as you understand more about your products and what sells. Start where your ideal customers hang out most. Get into the minds of your customers, learn what their interests and social tendencies are, then show up there first.
A company can achieve dramatic, company-wide success with omnichannel retail. However, a successful omnichannel strategy starts with an innovative culture — one that focuses on how customers shop today, how they buy, and then makes that entire commerce experience seamless for them across all channels.
Alternatively, you could test multiple channels at once and find that first big lever. In terms of stacking, there are other no-brainer campaigns such as Google Shopping ads, branded search keywords, product based search keywords and display retargeting.
Being omni-channel is a goal that many retailers and ecommerce stores are pursuing, but only a few of them can achieve. Find out where customers interact with your brand and why. Are they researching products on tablet or mobile or desktop? Where are they buying them? If you know why a certain customer is doing something through a certain channel social, mobile, online, offline , you can send them more targeted and personalized offers and messages.
Be relevant and consistent, and try to focus on being mobile-ready, because sadly, only just a few players in the industry can accomplish this. The omnichannel strategy varies a bit between brands that started out as brick-and-mortar looking to expand digitally and brands that started out as digital storefronts looking to expand to brick-and-mortar.
We sell through several online marketplaces as well as our own site, and doing so helps us mitigate big changes to a specific channel that could negatively affect sales. If you are a brick-and-mortar store, use your foot traffic to build an online audience. Use hyper-local targeting to bring foot traffic to your store. You can then use what is working and expand your footprint gradually. If you are online, you can develop local events to connect face-to-face with your customers.
The experience changes greatly when you see your customers face-to-face. Companies who want to maximize their revenue growth should start with their website and optimizing their site to generate leads organically. Then they should consider having their marketing tracking systems in place. This includes the marketing automation system and CRM. These systems should be well connected so sales and marketing align well with one another. We used social channels as tools to reach out to our customers after they have purchased our products.
We also used social media channels to build awareness around the product. The strategy comprised of building separate accounts to address different parts of the funnel. Start with one marketplace, learn it, optimize it and move on to the next one. One cornerstone to our success has been putting the customer first.
We monitor demographics and traffic flow through the website and work to shorten the path from entry to product selection to checkout. And we do follow-ups on product reviews and shopping experience. We are able to build a better customer buying experience which translates into higher conversions. The External Factors are the ones beyond the control of the customers.
They can divide into five sectors namely demographic, socio-economic, technology and public policy; culture; sub- culture; reference groups; and marketing. Internal Factors are the personal traits or behaviors which include attitudes, learning, perception, motivation, self image. The Functional Motives is related to the consumer needs and include things like time, convenience of shopping online, price, the environment of shopping place, selection of products etc.
The Non-Functional Motives related to the culture or social values like the brand of the store or product. Customers use these three factors to filter their buying choices and decide on the final selection of stores they are willing to purchase from. Majority of young adults interviewed for purpose of this research tend to be active information seekers. A high level of technological confidence within this group tends to be an encouraging factor when it comes to product information research online.
The following analysis presents both, focus group results and behavioural theory in a parallel fashion divided into two main research topics:.
These two areas are mutually dependent and particularly important in a market where consumers have the power to choose the right product from a number of competing suppliers. Combination of practical tests, survey statistics and one-on-one interviews conducted with a group of volunteers, produced a first-hand insight into behavioural characteristic of the target consumer group.
During the survey, participants were asked to respond to a list of statements with five levels of agreement and disagreement, each related to search habits, information retrieval, perception of information presented online and the way it can influence their buying decision. The interview was conducted on a conversational level as an opportunity for participants to elaborate on their survey input.
Fifteen volunteers were shown an unknown brand of a mobile phone were only logo was visible. Participants were then asked to find out more about this phone online. The first search stage in most cases started with a major search engine Google, Live, and Yahoo in its non-local version.
Before clicking on a first satisfactory search result, participants were inquired about the nature of their search, for example, how they searched through results, what they were looking for and what grabbed their attention in the result they were about to click on. As illustrated in Figure 2, participants mainly looked for the highest percentage match in the search result titles blue text where word proximity in the phrase played an important factor, following the search result description body black text.
Web address green text was largely ignored. As the research narrows down, consumers tend to localise the results Example: Search phrases in this stage are likely to contain a brand name or a specific feature. Majority however would only look at the first page of the results seventy-three percent while many will only look at the top half of the page Figure 3.
A common assumption is that young adults tend to be more technologically minded than the rest of the population. An interesting fact is that around a third of the interviewed individuals knew very little or nothing about certain aspects.
For example, ninety per cent of participants could not explain the purpose of WiFi, which is becoming a standard feature in all new mobile phone releases. For this reason, we must consider extensive problem-solving behaviour Andreasen, Extensive problem-solving behaviour occurs when a consumer engages in a decision making process without established evaluation criteria towards multiple product types, for example, comparing a large number of brands.
Without point of reference and way to compare their current findings with previous experiences, consumers find product research activity to be a rather involved activity. This appeared to be the most sensitive part of the research and most participants required a high level of concentration in order to gain a satisfactory level of information.
Participants were slow to respond to questions and appeared to be lightly irritable when being interrupted. Consumer research Raymond, showed that brands, which interrupted an intellectually engaging task, received an instant dislike. Further research into task interruption online Moe, discusses a possibility of positive effects of various forms of interstitial promotions, such as pop-up ads, pop-under ads, bridging pages, and in-page animations, depending on the industry and placement context.
The fact that this type of advertising is still commonly used across the Internet indicates that there are potential benefits of this method analogous to spam industry otherwise; it would have been abandoned by publishers and advertisers. A task interruption test had to be conducted in order to determine whether this possibility applies to the selected consumer group.
Five participants were asked to find out more information about a specific model of a mobile phone online SonyEricsson Wi. All participants have closed the pop-up ad and spent an average of twelve seconds looking at the portal before visiting their favourite search engine.
Incredibly, none of the participants remembered the model of the phone while one could not even recall the brand. Consumers tend to rely on short-term memory while accessing various resources across the Internet. Remembering everything does not seem to be practical in the initial stages of the search due to the amount of potentially visited resources.
Interruptions caused by interstitial promotions could therefore permanently disrupt the research and displease the consumer. When buying products and services online, consumers are facing two fundamental differences: In other words, a physical product has been replaced by product information. Search engines at this stage do not necessarily represent the main resource any more. Survey participants were at this stage just as likely to visit product reviews or news websites, seeking human advice and consumer reviews.
According to study on Australian consumers Lindstrom, one of the main emerging characteristics of online users is the growing lack of patience Figure 5.
With the evolution of online communication through internet, customers now see online advertisements of various brands. It is fast catching up with the buying behavior of consumers and is a major source of publicity for niche segments and also for established brands.
Key Factors Influencing Online Consumer Behaviour – Backed By Research Posted on September 21, by Pawel Grabowski in Conversion Rate, Merchandising / Design with 3 Comments You can build what you think is the best store in the world.
Consumer behavior is the massive push behind omnichannel strategy needs for brands. But this is still a relatively new concept — and not everyone is good at it at their first go around. Customer Behavior online seminar broadcasts from the best minds in marketing Be sure to check out our Upcoming Online Seminars. Tune in LIVE or watch the recordings at any time.
chapter 7 online consumer behavior diploma in international business (bus). Effect of consumer search behaviour on online promotions Combination of practical tests, survey statistics and one-on-one interviews conducted with a group of volunteers, produced a first-hand insight into behavioural characteristic of the target consumer group.