Online shopping, price search and opinions of other shoppers through mobile devices, but also the combination of these practices with the actual purchase of products in physical stores, are some of the new experiences of los consumidores en los tiempos que corren.
Estas prácticas conforman lo que algunos expertos llaman un "cruce de canales" (online, offline y móvil), en el que se ponen en juego múltiples interacciones a la hora de comprar un producto. A la vez, estos consumidores forman parte de una nueva generación que espera mucho más de lo que se ofrece en un sitio web y para la cual esta suerte de compra multicanal es ya una rutina habitual. Como experto en negocios y en comercio online, los aportes del CEO y co-fundador de RichRelevance, David Selinger, resultan más que significativos. Selinger entiende que aquellos retailers cuyo objetivo consista en llegar a sus clientes effectively and to supervise and guide these new buying behaviors must fight their way to new marketing strategies and tools. Thus, understanding the consumer practices to ensure their loyalty as customers and to integrate online and offline experience is, for Selinger, the current challenge.
As a starting point, it is necessary to update the online purchasing process and, simultaneously, on all channels the products offered at the same price and subject to the same offers and promotions. Also essential to provide tailored offerings as companies like Amazon were able to start at the time becoming pioneers in 'dynamis customazation' , Ie to allow access to the site again the system offers the user products related to your previous purchase.
In this sense, from Rich Relevance, a company dedicated to the development of tools for customization and product recommendations for eCommerce sites, there are several proposals that have already been designed. On the one hand, for those shops looking to provide more services for mobile devices, an iPhone application for the Patagonia brand offers customers a larger inventory than is available in stores. This application allows the suggestion of similar items to which the consumer is watching. On the other hand, some retailers are already experiencing a new way of advertising their products in order that customers enjoy a more consistent experience in their purchasing processes. This new form allows the user to see the product you are interested in a website, but without clicking to make a purchase it redirects to another website. The purchase is suggested there on the page you visited in the beginning.
These tools are what allow to foster a more personalized shopping experience, consistent and unique customers boost consumer loyalty to brands. It will also be necessary to examine how that offline marketing channels, online and mobile impact on each other. Only then can marketers begin to understand how consumers are moving today. It seems that the difference between a customized shopping experience and a personalized no hiding the key to success.
Source: Infobrand magazine - marketing, branding and communication -
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