Own the Wireless Path to Purchase
The retail industry has seen countless new consumer behaviors and digital transformations since 2020. Marketing tech and personalization tools are making access to everything faster, cheaper, and more easily adopted — enabling brands to stay more connected to their online shoppers than ever before.
At the same time, people are consuming more digital content too. It’s clear that today, digital and ecommerce experiences play an integral role in your customers’ wireless path to purchase. So, how can you embrace this ongoing digital transformation to deliver a successful (and highly profitable) wireless buyer’s journey going forward?
Show up across every step of the wireless consumer journey
According to Deloitte, customers who receive touchpoints across wireless channels are 10 and a half times more likely to shop a brand than customers who receive only traditional interactions. Planning comprehensively across traditional and digital channels will be critical as product launch season approaches and brand loyalty is tested.
Interest across all mobile devices is currently on the rise, creating a halo effect that puts more online engagement than ever up for grabs. Meaning that your marketing team should leverage a comprehensive approach across search, video, and display formats with proven tactics as soon as possible.
Use the power of digital transformation to your advantage
Shoppers have embraced digital on the path to purchase. In fact, 73% of post-paid subscribers interact with online touchpoints on their path to purchase according to a recent Google/BCG study.
Digital transformation is particularly important for new customer acquisition, which is pivotal for all successful product launches and holiday-themed campaigns. According to the same study, 80% of new customers engaging with a digital touchpoint showed three times higher than existing customers who only interact via legacy channels.
The takeaway: use tools and platforms to create a comprehensive video plan to reach potential new consumers, increase brand consideration, and conversions to drive impact at each stage of the wireless path to purchase for new customers.
Offer seamless, flexible transactions to satisfy new consumer expectations
On average, one-third of consumers are shopping online for categories they have never purchased online before. Your business can inspire even more sales in Q4 and beyond by leveraging shopping ads to share product images and details for seamless online purchase and delivery to customer’s homes.
Enabling local inventory ads and contactless pickup options will also aid your wireless path to purchase and offer further business benefits. Considering more than 1 in 3 consumers expect to visit stores less often after the pandemic, offering BOPIS and curbside pickup fulfillment alternatives for contactless transactions can help close any sale that involves a concerned shopper.
Address consumers’ needs in real-time
According to the Google/BCG study we referenced earlier, 80% of new subscribers believe it is very important for companies to personalize messaging by knowing their priorities. Furthermore, brands can leverage tools that help to optimize store visits, remaining agile and adaptable to consumer needs should they want to go to a store to see a product firsthand or speak with a sales associate about services before completing their purchase.
In order for businesses to own the wireless path to purchase, it’s crucial to embrace new strategies such as leaning into the power of digital, offering flexible transaction and pickup options for new consumer expectations, and addressing consumer needs in real-time. Businesses that are able to pivot and implement these strategies, embracing the digital transformation, will be more connected to their consumers than ever before.