Information Used in Buying Decisions As you saw in the previous module, there is no shortage of ways that consumers can collect information to support their purchase decisions. This fact is underscored in the description of the buying process, as each model (AIDA, path-to-purchase, and the consumer buying process) includes a stage where consumers gather information or develop interest or consider options. Information can come directly through formal channels, such… Read More »Information Used in Buying Decisions

Conflicting Needs of Customers How can a customer have conflicting needs? If they need something, shouldn’t it be clear what they want? How can there be conflict? We’ll work toward this by evaluating needs in multiple contexts. First, we’ll consider them as abstractions of what is and what is not communicated. Next, we’ll consider how they can derive from a rational or an emotional place. Then, we’ll review ways to… Read More »Conflicting Needs of Customers

The Customer Decision-Making Process What you’ll learn to do: Explain the consumer decision-making process No matter how similar consumers might appear to be, they are rarely the same. They do not move and act in uniform blocks. Instead, their needs, motivations, assumptions, beliefs, and biases are unique, informed by individual experiences and perspective. Thus, it’s critical that marketers understand how to assess populations, identifying segments to target. LEARNING OUTCOMES Outline the… Read More »The Customer Decision-Making Process

Identifying and Understanding Customer Behavior Imagine you’re in-store at your local supermarket, watching customers in the dairy section as they shop for yogurt. Think about the products on the shelves; the various brands, styles and flavors. Think about the different sizes and configurations—jars, cups, tubs and tubes. Think about product placement—eye level or in the bin at the bottom of the section… Now, focus on a single shopper. Watch as… Read More »Identifying and Understanding Customer Behavior

Putting It Together: Multi-Channel Retailing Online, engaged and connected without interruption, consumers encounter brands and retailers, expecting accessibility, consistency, and service. They easily shift among a host of retail formats and channels–online and offline, in-store and at-home, to suit their needs. And, empowered by technology, they have high expectations for their shopping experience, the speed of fulfillment, and customer service. Multi-channel retailers work to engage shoppers in a variety of… Read More »Putting It Together: Multi-Channel Retailing

Data to Support the Multichannel Shopping Experience Measurement of retail performance is important, but especially for multi-channel retailers as it provides a basis for comparing performance across channels. Among a number of other details, brick & mortar stores track: Traffic: the number of shoppers in-store within a given period Average Inventory: (beginning inventory for a period + ending inventory for the same period) / 2 Return on Inventory: Revenue /… Read More »Data to Support the Multichannel Shopping Experience

Customer Impressions and the Seamless Experience As you’ve seen throughout this chapter and in examining your own shopper behavior, consumers engage with companies through any number of channels—brick & mortar, social, .com, chat and more. Moreover, consumers want consistent, seamless, and collaborative interactions, optimized for whatever channel they’ve chosen. That is, consumers select the channel that is best for them at the time, making changes when there is interruption or… Read More »Customer Impressions and the Seamless Experience

Challenges of Multichannel Retailers What you’ll learn to do: Recognize the challenges faced by multichannel retailers and how retailers must adapt Multi-channel retailers work to engage shoppers at the point of purchase in a variety of channels, in order to be present where and when these potential customers are ready to buy. The complexity of doing this effectively continues to increase as outlets, especially those online, multiply: branded websites, e-commerce sites,… Read More »Challenges of Multichannel Retailers

Role of the Web to Retailers Let’s think again about your own shopping behavior. What was the last thing you bought online? Why did you decide to purchase it this way? Was it the only way the item was sold? Was it the most convenient way to shop? Was it because you were able to shop easily, getting product information and comparing alternatives? Did it offer the lowest price? Did… Read More »Role of the Web to Retailers

Mobile Apps and Customer Interaction Mobile software applications or “Apps,” as they’re most commonly known, are computer programs designed to run on mobile devices like smartphones and tablets. They are distinguished from desktop or web applications, which run on desktop or laptop computers and web browsers, respectively. Originally, apps were developed as productivity tools and for information retrieval, but the growth of smart phone and tablet markets, combined with people’s… Read More »Mobile Apps and Customer Interaction