According to a National Retail Federation survey, today's shoppers are pretty smart.
Businesses that are keeping ahead of marketing trends find that smart consumers are great re-peat customers and often loyal purchasers at getting the word out on their favorite brands. Shopping on-line "can be a great way to avoid the crowds, compare prices and find deals.
In a 2011 article, The Wall Street Journal noted, "In-Store sales begin at home. It's well known that consumers research expensive products like electronics online, but coming out of the recession, consumers are more scrupulous about researching their everyday products such as diapers and detergent, too. More than a fifth of them also research food and beverages, nearly a third research pet products and 39% research baby products".
Many shoppers have their purchase buying decision process down to precision:
1) Know what they can afford
2) Know what they need more than yesterday's purchaser going off what they want
3) Check first with reputable suppliers or established brand names
4) Define their time-frame to research and buy
5) Do their homework for which product is best
6) Search online for that particular product
Many shoppers begin with magazine advertisement clippings. Professional advertising tracking services provided by marketing consultants have proved that magazines can generate movement in willingness to consider buying the advertised brands. Shopper who subscribe to their favorite magazines may well have a very sophisticated and organized file housing items they see as they flip through magazines, clip and file the product or service until they are closer to making a purchase.
There is more to it than the advertiser's content. Not only does the shopper's mood at the moment affect which magazine they grab to read, but also the reader's relationship with the magazine will have a lot to do with the business selling. Businesses are wise to carefully follow their reviews and offer quality customer service. This in turn has an impact on the value and repeat customer satisfaction attached to the magazine's contents, including the advertisements, and whether or not the shopper will be willing to trust the purchase follow-through.
Smart shoppers look for recognizable product endorsements. There is tremendous advertising power in a statement that reads, "The products in these weekly TV magazines are endorsed by the magazine".
After the best product is chosen, finding that particular item often begins with looking on a well-known price-comparison site. Using Amazon.com, PriceGrabber.com, or the Consumer Reports magazine to compare ratings, services, and prices has become an enormous part of the homework phase for smart shoppers.
Consumers want their shopping options to be:
1) simple
2) fast
3) convenient
Value-added deals go a long way to engage the smart consumer. Businesses should anticipate the buyer is focused on getting the most from their hard earned money. Coupons and specials are found easily and frequently. Value-added does not relate to "cheapest", it may included: additional trail products, bundled services, warranted products/services, or simple, the "best in class".
Smart business marketing consultants understand today's social media reach and engage multimedia channels. Purchases on smartphones, tablets, and cellular devices are gaining a huge share of on-line buying powers. Many of the offers and advertisements in new multimedia channels have very short life-spans, posing additional pressure to produce fast-pace marketing updates.
Understanding today's new and smarter shopper will gain notable and measurable improvements in a business' market reach and increase highly valuable reviews that often lead increased sales goals.
Contact Integral Media to engage a top professional marketing consultant to match smart advertisement placing to engage today's smart shoppers. Call 952-470-5254 to gain immediate marketing services that work.
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