Capturing the Impulse Buyer
We’ve quickly become an on demand economy, and the results of that shift have spilled over into retail. When a customer has a product in mind that they want to purchase, they want it fast and they want it on their terms. Today’s impulse buyer has many more options at their disposal than the impulse buyer of 10 years ago, so retailers have think tactically if they want to be the ones to capture that “knee jerk” purchase. Multichannel Merchant (MCM) recently released an executive summary called “Capturing the Impulse Buyer” that took a close look at a few of things retailers should be thinking about in this new normal. Here are some of the biggest takeaways from that report. Don’t Overlook the Growing Importance of Mobile Considering that mobile accounted for 45 percent of all holiday eCommerce traffic in 2014, it’s clear that mobile matters. It’s especially important in order to capture the new breed of impulse buyers that essentially has endless isles of product in their pocket. Yet, according to the results from MCM Outlook 2015, 30.8 percent of merchant respondents said they are not utilizing mobile commerce sites. Retailers need to understand the technical differences between a desktop and mobile site, and how those differences lead to very different experiences. Ideally, they should implement a site built with responsive design to ensure that it displays optimally on any device. But at the very least, they need to optimize for mobile by laying out the page differently on desktop versus mobile, considering how images will appear and thinking about minor details that could make the shopping experience easier. For example, the convenience of a simple ‘back to the top’ button could save a lot of scrolling and keep potential buyers on your site. Additionally, retailers need to become fluent in the art of mobile SEO. It’s important to take into account Google’s update earlier this year, which changed how the search engine evaluates and organizes mobile-friendly and non-mobile-friendly sites, giving priority to those that are mobile-friendly. That alone should be reason enough to finally take the leap toward mobile-optimization. Getting deeper into SEO and SEM practices, retailers need to consider the various search engine options out there. Take this example: If a potential buyer uses an iPhone and asks Siri where to find a particular item, the corresponding search will be made on Bing. However, if the potential buyer uses an Android-based phone and asks the same question, the search will come up on Google. Retailers need to focus on SEO and SEM for both search engines, so as not to lose out on any shoppers. You Have Their Attention, Now Captivate Them Now that a potential buyer has made it to a retailer’s site, the next step is to provide them with all the information needed to make a purchase decision. If they’re itching to make a purchase, don’t give them a reason to look elsewhere. Content – and context – is king. A product page should go beyond simply providing descriptions and specs. They need to include ratings, reviews, 360-degree imagery, product comparisons and videos. And once an item is in the shopping cart, it’s time to upsell. Maybe a customer needs new socks with those sneakers or batteries with that toy. And then to close the deal, retailers need to focus on the options they provide for easy checkout in as few clicks as possible. Is a potential buyer’s payment of choice available – can they use PayPal, Google Wallet or Apple Pay? These options create more convenience and increase the chances of a purchase being completed. This is especially important on mobile where a shopper is likely to abandon a purchase altogether if they have to fumble to enter a 16 digit credit card number and all the other info that goes along with it. Today’s impulse buyer has more options than ever before, and everything’s at their fingertips. To be the retailer that capitalizes on shopper impulse, it’s important to provide a high level of convenience and the best online experience on a shopper’s medium of choice.