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The thought would be on the service even when delivery might be impossible. ‘Impossible delivery’ builds some great customer stories, which we want our authority clients to spread.
After all, this the product needs to perform, and if it doesn’t, we need to take care of it, no questions asked. At the end of the day, we are not providing a suit for Mr Bond.
Instead, we are providing a method for Mr Bond to show that he is a man not to be trif led with. Today Mr Bond’s team would order replacement garments from an online store.
He needs a new shirt; the site would be personalised to his sizing information, orders would be easy and his orders would be reviewed personally by his tailor in case a team member made a mistake.
Just because the world has moved online does not mean that we must ignore the top competitive buyers.
Now that we are online, there is a greater opportunity to extend the flawless experience for the competitive buyer.
THE METHODICAL TYPE We love watching old Columbo murder mysteries. He is like the atypical hero: scruffy, appearing disorganised but probably the greatest detective in the world.
He lulls the murderer into a false sense of security. The murderer thinks the police department has sent an
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idiot to solve the crime. But he keeps asking questions. ‘Just one more thing...’ Often this comes after a long conversation when his suspect is already annoyed. The questions keep coming. It’s the detail in the answers that he analyses. Over and over until the murderer slips up.
Columbo’s manner is humble, apologetic and bumbling but incredibly effective. We all have Columbo customers visiting our stores every day. They are the methodical buyer type. They spend a long time buying. They need answers to a lot of questions. They scroll the full page. They read the reviews onsite and offsite.
And just when you think you have done enough, they abandon your website. They abandon because we are not the murderer.
The murderer is the solution to their mystery, which is ‘where can I buy the best xyz?’ They find the murderer somewhere else, somewhere that provides better answers, more details and more evidence. But how many Columbo-buyer types are there in our traffic and why should we care?
Well, usually a lot. On most stores, this is the biggest of the four buyer types and can make up over 50 per cent of potential customers. You need to start creating more evidence, on your site, for Columbo to stumble upon.
THE SPONTANEOUS TYPE I once watched a documentary about Michael Jackson and
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part of it showed him going shopping in a home décor shop in Las Vegas. It was like he was picking out sweets even though these were $89,000 pieces of furniture. “I like those, lets order those... and these... and these, this table and these.”
The spontaneous buyer buys very quickly and does so on impulse with very little fact checking. Whilst we will always have some spontaneous buyers coming to our stores, most of them will show up at sale times. Normal buyers will be transformed into spontaneous buyers during promotions like Black Friday, Cyber Monday, Boxing Day Sales, etc.
Spontaneous buyers like to have things right in front of them. They are shopping for fun, and they don’t like to search or work to find something to buy. During sale times, we must create a home page that suggests what they should buy and show them a good quick reason for doing to.
THE HUMANISTIC TYPE The humanistic buyer is driven by emotion and does not like to buy from a brand until they feel a connection with the store. This buyer type is triggered more when they are making a purchase of something for their home and family. They tend to take more time over the purchase and really dive into the reviews and the ethos behind the company.
IS IT RATIONAL OR EMOTIONAL? These four types of buyers
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