are you the point of decision?
TRANSCRIPT
Are you the Point of Decision?
How You Know If You Are,
What You Need To Do To If You Aren’t,
Why You Should Care
(And, ...What’s The Point?)
Today, shoppers have more options...
Your potential customers have
more options,
more touchpoints,
more communication channels,
and more information than ever.
The average shopper uses
10.4 sourcesof information to make a purchase decision (zeromomentoftruth.com)
... and fewer reasons to be loyal!
With growing competition and more discerning and
demanding customers, it’s increasingly difficult for
businesses to stand out and influence buying behavior
positively and effectively.
Shoppers have more options...
Shopper Loyalty
Retailers 20%
CE Manufacturers 18%
Retail Banking 30%
ISPs 22%
Telecommunications 24%(Accenture's Global Consumer Pulse Research, 2011)
BUT...Shoppers are also more willing
to stick with a trusted retailer or brand.
... as long as they can keep up with them!
The Point of Decision
The preferred shopping destination that shoppers go (back) to, to make a purchase.
At least 40% direct traffic which translates in lower traffic acquisition costs (CoCA)
The Point of Decision
Higher Customer Loyalty, Brand Advocacy, and Referrals
Direct traffic is the most valuable traffic with
• generally higher conversion rates compared to paid and organic,
• higher average spend per order, and more engaged shoppers
• who stay longer and view more pages.
How does your direct traffic compare?
Point of Decision Businesses excel at
• really understanding what their customers want,
• making shopping and product selection easy,
• providing a great shopping experience,
• and giving shoppers enough reasons to trust and regularly choose them over the competition.
Characteristics ofPoint of Decision Businesses
Evolution to the Point of Decision
Striving to become the Point of Decision is not a luxury, but a necessity to the survival in a competitive landscape.
STAGE 1STAGE 2
STAGE 3STAGE 4
Stage 1. Products
Your online shop features:
• Broad, Deep and/or a Very Specialized Assortment
• Effective and Fault-tolerant Site Search
• Clear Navigation
• Faceted Search With Relevant Labels
• Mobile Shopping Capabilities
Show me what you sell
Stage 2. Information
AND, your online shop features:
• Sound, Complete, Structured, and Consistent Product Information
• Online Product Comparison Tools
So, what do you REALLY sell?
Stage 3. Details and Trust
AND, your online shop features:
• Third Party Ratings and Reviews
• High Quality Product Photography and/or Product Videos
• Social Shopping Applications
• Live Chat
• Easy Checkout, Multiple Delivery Options and Payment Freedom
Is it any good?
Stage 4. Great Experience
AND, your online shop features:
• Truly Personalized Experience Dynamic Content, Guided Selling, Personalized Recommendations
• Seamless Mobile Shopping Experience
Why should I get it(from you)?
Are you a Point of Decision?
STAGE 1 STAGE 2STAGE 3
STAGE 4
Products Information Details Experience
By 2020, customer experience is expected to overtake price and product as a key differentiator (Customers 2020)
You stand out in the eyes of your customers and offer a truly differentiated experience.
You deliver beyond product and pricing.
You add value by making shopping hassle-free and easy for all your shoppers.
You evolve with the customer, are not afraid of digital innovation, and obsess over improving your customer experience.
Are you a Point of Decision?
Contact us: North America: (888) 414 8764 | EMEA: +43 1 890 5318 - 0 | [email protected]
The Leading Technology For Guided Selling Solutions for those who want to create personalized shopping experiences
across all touchpoints, and are eager to help shoppers make confident, faster, and smarter purchase decisions.
smartassistant.com guided-selling.orgFor more information visit and the blog