Capturing Sales Using Path to Purchase

The path to purchase today is hardly ever linear. It’s a journey that twists and turns and sets the customer on tangents that lead them to entirely new wants and needs. Considering some key areas and how your store can address them can make you stand out from your competition.
 
Think Local & Convenience
Sure you have a local customer and if you want to reach more you can certainly boost a post or ad on Facebook to improve that reach. But what can you do for the short-term local passing through? Think about the crowd heading to your area for a horseshow. What might they need that you have? How can you communicate that to them? How can you get it to where they are?
 
Market, advertise and promote through your own channels, but also through the show promoter. Prepare your website to show your product inventory online so the customer knows you’ve got what they need in stock and ready to go. Offer delivery that works, even if this means using a courier or delivering it yourself at midnight. This customer needs it NOW and is likely to pay a premium to get it. Charge fairly.
 
The Informed Consumer & Discovery
Most customers do a great deal of research online before they purchase. One of the best ways to leverage this is to become a trusted provider of information. Focus your posts on facts, comparisons and guidance, not on the sale. Provide customer reviews – consumer ratings and are important in the decision-making process. Allow the customer to discover the right option.
 
Think Complementary Categories
Consider merchandise categories in the same way we set the selling floor to build a sale. Create posts that focus on one category, but also suggest complementary add ons. For example, you might focus a post on the need for a new stock and in the same post suggest an upsell to a nicer stock pin. If you have an ecommerce site, you can add these items in this manner: “Customers who bought this also bought.” It is suggestive selling no matter what channel you use.
 
Optimize for Mobile
No matter your customer, at the very least a great deal of planning happens on a mobile device. Make sure your digital marketing is optimized for a multiple devices.


ONO offers several tools to help you understand your store, your customer and the experience you offer starting at $99. Contact us today. onomadeinthe191@gmail.com
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