In our last few blog posts, we’ve been looking at the new consumer shopping journey – we began with the inspiration stage and then moved on to the research process.  Of course, after the shopper has found exactly what they want, and decided where they want to buy it from, comes the third and final stage – the purchase.

The widespread availability of mobile internet has fundamentally changed how consumers transact with businesses, fuelling more on the spot and unplanned buys as well as helping confirm a purchase decision while in a physical store.

Google’s data suggests that when the decision to buy something has been made, the consumer wants that purchase instantly – so the speed of your reaction as a retailer is key to leaving the shopper with a positive overall feeling about the entire sales journey. The number of consumers searching for ‘same day shipping’ grew grown 120% on mobile between 2015 and 2017[1]. If this is something you can offer, it could see that all-important final transaction taking place on your site.

If you have both an online and a physical presence, you can cash in on this purchase behaviour further by offering an order online, pick up in store service. 80% of shoppers will go in store, over ordering online, if they find a retailer stocking the item they wish to buy[2].

Todd Pollack, Retail Industry Director at Google explains, “mobile allows people to be nimble, and if there is a demand in an area, it’s going to surface on digital. Shoppers can organize themselves as much (or as little) as they like because they know their smartphone is there for them. And they expect brands to respond by understanding their shopping needs and addressing them immediately. That means retailers should be there with frictionless experiences that make it easy to close the sale.”

40% of online transactions happen on mobile devices[3]. Smart retailers can double down on this by coupling a seamless mobile site with an app. The app can drive sales via a mobile site, if you get your offering right.

You might associate video more with the research stage of the consumer journey, but it’s also important immediately prior to and immediately after a purchase is completed. Existing YouTube users are three times more likely to watch a video about their new purchase that read your instruction manual[4].

You can use this knowledge to both push shoppers over the line to purchase by providing useful, visible videos and by confirming the validity of a purchase decision by offering instruction manuals via video to shoppers. This seamless experience will serve to improve customer relations and can nurture additional purchases.

 

[1] https://www.thinkwithgoogle.com/marketing-resources/omnichannel/meeting-shoppers-needs/

[2] https://www.thinkwithgoogle.com/marketing-resources/omnichannel/meeting-shoppers-needs/

[3] https://www.thinkwithgoogle.com/consumer-insights/app-shopping-experience/

[4] https://www.thinkwithgoogle.com/consumer-insights/online-video-shopping/