The impact of smartphones and their influence in the buying process
Ok I have been trying to overcome this problem at work, racking my brain for ideas, but nothing seems to be working! How do you join your clicks to your bricks?
I am sure there is a solution to the problem out there, somewhere? I just can’t land on it! I voice my ideas at work and talk through them but I always seem to be running into the same reoccurring issues.
For example a typical buying process:
A potential customer decides they would like to purchase some new furniture. (This would generally be a high costing purchase and will probably require a few days or even weeks of thinking about). Imagine the interest was sparked by product research on a smartphone; the customer came across an attractive product on a shopping comparison site and was directed to your website. Maybe they had a quick look but then went back to comparison site to make sure they were getting the best product for the money?
The customer has now some idea of what they may like to purchase.
The next day the same customer is back online (using the same browser as was used on their smartphone… like Google’s Chrome ) on their tablet and runs into a retargeting ad. It just so happens, the ad is of a similar product to her initial smartphone search, (how convenient!). A click is made and the customer is now back on you website. Success!
If that customer was then to buy the furniture she desired, direct from the site, then all of her previous research can be attributed back to the initial click made on the smartphone. Hurray the system works…. But what if that customer decides they would prefer to buy from the store, after viewing the furniture first hand?
“Do I buy online or go to one of the many stores, located all over the country?”
The buying process started beautifully by the customer is now interrupted by the action of leaving the site and heading to the store.
How do you track, how do you measure? How do stop that “broken journey” from breaking?
If that customer can be influenced into performing some kind of digital, in-store interaction, which is unique to that particular store; there may be a chance of mending the interrupted buying process and linking the online research to the in-store conversion.
What kind of digital interaction can take place in-store, which will allow you to make the connection? That a customer can benefit, and want to, us?!
I believe that if the customer can be enticed into making a call to action whilst actively searching and looking at products within the brick establishment via their smart phone, it could benefit not only the customer, by them being provided with relevant information around the product, but also, more importantly has the ability to connect the in-store interaction with the previous online research.