Retailer Selection Set
The previous posts discussed the customer interview protocol, and an approach to determining how different customer types form the consideration set. Outside of the protocol, I would like to add some notes about the consideration set, and then tie them back into e-commerce design strategy.
All of a brand’s sales channels are not necessarily encountered or actively shopped, at the same point in a shopping process. For complex purchases, the process is likely to be rather erratic. The larger or more complex the purchase, the more advantages customers can find in flitting from one online retailer to the next. It saves vast amounts of times not having to physically go to the store to do the initial research. Customers are able to compare apples to apples, in many cases with comparison charts to aid them. If not provided by retailers, they are provided by aggregators in that category. And of course they can hunt for the best price.
Customers then switch channels for other kinds of decision-making inputs, such as gaining a feel for the quality or durability of the product, as well as its placement in three dimensional space that represents an area of their home or office. Also, while in the aisles of a store, customers are able to gain insight and information that they don’t know to ask online, either by conversing with store associates or other customers. Some of this latter benefit is sublimated by social media, but social media is not at the point where it is an adequate substitute for serendipitous product knowledge in all retail categories for all complex product purchases.
The customer’s motivation to access different retailers in multiple channels is not equal throughout their overall purchase process. When they first begin to form a thought in their mind about a complex product, they begin to notice messaging in various forms that portray that product. They begin to develop brand affinities if they are not immediately locked into one based on preformed notions or past experiences. They may begin to notice the patterns of promotional events or opportunities related to that item. This retailer always puts clothes on deep discount 6 weeks after the start of the season. That retailer always has buy one get one free promotions on holidays.
Then an event occurs that makes the purchase more urgent. Purchase triggers are different for different customer types, which is why customer modeling is such an important science for multichannel retailers. Perhaps they are moving or are getting married or are expecting their first child. Perhaps their kitchen table doesn’t fit the purposes that have become important in addition to eating.
Once a customer enters an active purchase process, that is they are scanning sites and shelves for the most appropriate quality level, the best set of features for the price, the item everybody says they should buy, etc., then they have entered a funnel that will end with a purchase. Retailers that are not present at this point are not likely to have a chance, except for major promotions or happenstance shopping luck. In this case, a push banner ad could trigger a consideration.
The point of this description is that retailers have to understand where customers are in their purchase process when they acquire them in any channel, and have the appropriate level of answers for that customer type at that stage. The best store associates are adept at doing this. Many of the best e-commerce web sites are not good at this. This level of user experience design requires targeted customer research, which is the primary focus of Usography’s consulting practice.
Copyright 2009, Paul Bryan, Usography Corporation (http://www.usography.com)
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