For today’s constantly connected consumers, shopping never sleeps. [1] Whether we're buying for an everyday item or searching for a big-ticket item, we reflexively turn to our smartphones. These I-want-to-buy moments are important for consumers, and they are crucial for brands. As a retailer, are you winning these micro-moments?
I was recently grocery shopping at my local grocery store, trying to understand why two brands of the same type of product differed in price. So, I reached for my smartphone and searched for product reviews, right there in the grocery store aisle. I ended up going with the higher-rated, yet higher-priced product. Looking back, I realize that had I not had my smartphone on me, I probably would have bought the less expensive item.
Hundreds of micro-moments are constantly happening throughout the day when we’re making buying decisions. We are constantly asking ourselves what the best product is, if we can afford to buy it, and if it’s worth the extra few dollars. These I-want-to-buy moments are crucial periods of time for brands because they are small windows of opportunities to connect with the consumer -- especially on mobile, with 93% of people who use a smartphone for research go on to make a purchase. [2]
In stores, 82% of smartphone users turn to their devices to help them make a product decision. [3] What shoppers find online can influence their decisions right down to the last minute before a purchase is made. After researching and reading something on a mobile device, nearly one in four shoppers has changed their mind about purchasing something while in the checkout line. [1]
As a retailer, look at this as an opportunity for your consumers to leverage their phones as a shopping assistant when they are in your store. To aid shoppers in these moments, maybe provide a scannable area for each product that pulls up ratings and reviews. Having access to this kind of information can provide the consumer with that perfect ‘new moment’ to find everything they are looking for.
A lot of shoppers search for products on mobile before heading to a physical store. To reach shoppers in these critical moments, perhaps create local inventory ads to let customers know when particular products will be available at a nearby store. This will help drive shoppers into your physical storefronts.
Check back next Monday for Part 2 of I-Want-to-Buy eCommerce Moments!
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