Selling to retail customers in 2021.
Google shared some insight around customer buying behaviours for retail brands. As we embrace online and in-store shopping again, the way people buy is changing. If you add a few layers of global pandemic uncertainty, it’s a hybrid of online and in-store experiences
Here are four insights powered by the report to help your retail product business in 2021.
1. Reach those scrolling customers
2. Engage those customers who are interested
3. Convert customers looking to buy.
4. Prep for Q4 and busy shopping season at end of the year
The way people buy will continue to change. We're reacting and learning to live with pandemic unpredictability. We're creating different shopping habits. Every 15 seconds search queries seen on Google are ones Google haven’t seen before. Searches for ‘available near me’ have grown globally by more than 100% in the past year.
Consider the positioning of your product.
How are you serving your content for local customers to find your product?
What channels do you share your digital storefront? Will they find it easy to do business with you?
Shoppers are often checking out product and business information online before going in-store. How can you make the most of this and enhance the customers’ experience of your site and services as they scroll?
Digital Inspiration is a key factor in the buying experience. Customers in the market for your product will be researching and getting inspiration online.
More than ever they’re searching for ideas and inspiration on what to buy. Searches for ‘Ideas’ have surged by 200%+ YOY. Search for ‘Unique Gifts’ has grown globally by over 100% YOY.
How do you promote your product?
What features or products complement your product?
Can you serve your customers with delightful images and copy so they can experience your products?
Convenience. They want to know what they can expect before they head into stores. Think stock, business hours etc. More people are looking to ‘available near me’ and ‘roadside pickup’.
Consider your website and the customers’ experience. How does your website deliver?
Take a look at your site speed and benchmarks for your industry.
Google has said a 0.1% decrease in page load speed can increase conversion by 8%. With 53% more shoppers making purchases online than before making this experience slick can be the difference in conversions.
Prepping for the festive season in Q4 can begin early in the year. It’s the busiest period for advertising media buying. Winning the hearts and minds of customers is the top of all product businesses agendas. Start warming people up to your brand. Attract customers into your world through an email sign up so you can utilise this data. Last year, retail had its biggest peak season ever, with global digital sales growing by 50% to $1.1 trillion.
This year, shopping might look a lot different to last year. As people look forward to spending it with friends and family. The opportunity to spend may look very different. 70% of British Christmas shoppers are open to purchasing from someone they haven’t before during the seasons.
Here are 5 Ways to prep for your Q4:
Show up - Be present across the channels and provide inspiration for your products
Values - Take a stand and share your values and where you sit with these for your customers. This helps build a brand affinity and long term customer value.
Start promoting early - Consider those conscious buyers doing their shopping earlier. Last year people sorted themselves out earlier than previous years.
Customer experience - Consider your customer experience on the website. Make it seamless, easy and efficient to do business with you. This will stick in their minds.
Embrace the change - We’re well versed in this now. Make sure you’re ready to meet demand, with automation and changes in buying behaviour. I’m sure you’re a pivot master at this point of the global pandemic.
Let me know on amy@jamjama.com you have any questions or want a Facebook and Instagram Advertising action plan ready for Q4.
Sources for the retail brand report.
https://www.salesforce.com/news/press-releases/2021/01/12/all-wrapped-up/