Today's Online Consumer and What Makes Them Tick!

By Nancy LeVasseur

Today’s online consumers are in a class of their own. They have enthusiastically embraced the new-found power granted to them by virtue of the internet and the online shopping experiences that await them.

They are better informed, better equipped and have more shopping savvy than most of their shopaholic predecessors even five years ago.

This new consumer is both powerful and complicated. And those in sales and marketing have to determine the best way to intersect, entice, and capture their business. So, what makes them tick?

Customer Attributes: 5 to Keep in Mind

1. Who . . . is shopping online?

Online consumers today come from a variety of demographics such as age, life stage, gender, education, and income. They have varied interests, and they can be from all over the world.

And lest you think only adults shop on line, children also have purchasing power albeit using their parents’ credit cards. In their 6^th Annual Parents, Kids and Money Survey, T. Rowe Price reported that 60% of kids said they shop on line.

2. Why. . . are people using the Internet?

In addition to making a purchase, consumers may be searching the internet for fast help, answers to problems, product reviews or general information about a topic that interests them. Regardless of the “why,” all of these activities present opportunities for businesses to advertise and consumers to buy.

3. Where. . . do they shop?

Consumers have more retail location options than ever before. They are finding it more and more convenient to shop online when and where it works for them. Consumers can purchase over the phone if additional help is needed, or they can begin their buying journey from social sites.

While physical stores are still an option, many consumers are showcasing – the practice of viewing the product in the store and then shopping online for the best price.

 

4. When. . . do consumers shop?

In the course of a typical workday, consumers may shop at any given time using a variety of devices. This multi-screen behavior occurs over time and may involve looking for only one item like tickets to a show, finding a repairman, or purchasing a pair of shoes. 

5. What. . . device are people using to shop on line?

Most consumers today are engaging in multi-screening behavior; they may start browsing in the morning with their smartphones and may continue their search at work, or later that day at home on their tablet.

The complexity of their purchase can have a bearing on what device they use to complete their transaction. (desktop, tablet, or smartphone)

Summary

The challenge for businesses, and marketers in particular, is to keep all of these attributes in mind when developing a sales and marketing strategy.

Consumer expectations are at an all-time high, and only when businesses truly know and understand consumers' lifestyle and mindset will they be able to attract, engage, deliver and delight new customers.

Nancy LeVasseur

Consumer Expectations and Why Businesses Need to Meet Them

By Nancy LeVasseur

Buying power is now in the hands of consumers. They are in control. They know it, and their expectations are at an all-time high.

Think about it!

Most brick and mortar retailers have done such an exceptional job at improving the shopping experience, we don't even realize we have such high expectations. 

When we go shopping for a car, we have every expectation that we’ll be able to test drive any car on the lot. 

We expect the showroom to be well. . . “showy,” coffee and refreshments available while we’re watching an HD TV, and if we have toddlers in tow, we expect a play area where they can be entertained. 

Why do we have these expectations?

Because the competing car lot across the street has a beautiful showroom with complimentary refreshments, a 72” HD TV, and a really cool play area for kids. And when you test-drive their cars. . . the sales person doesn't even come with you!

High Expectations for eCommerce Websites

Online consumers have expectations too, and if they aren't met, you could be losing business.

Here are the top five.

1. A seamless multi-channel experience.

First and foremost, consumers are now expecting to easily access your website throughout the day using any device. What they added to their shopping cart in the morning, they expect to see later that day, at home, using a different device.

2. Consistent branding and format 

When visiting your website, using different devices, consumers expect to see similar visual cues to reassure them that they are, in fact, where they expect to be – on your site. Fast food chains execute this concept beautifully, and that's why we frequent our favorites. We know what to expect.

3. Current design and functionality

Consumers expect an up-to-date design with current colors, vibrant images, and yes, social sharing icons. They also want multiple interaction options like viewing a demo, downloading information, or configuring a product so they can customize their purchase. If these elements are missing, it says your site is behind the times, and your product could be too.

4. Intuitive navigation

Ever get to a website that’s poorly organized? Consumers today want scented information; they want to know where they’ll end up when they click on a link. Poorly organized websites can be so annoying that visitors leave in frustration. Is this happening on your website?

5. Relevant information

Even if you've met the other four great expectations, if your website lacks meaningful, helpful information, the buyer's journey through your site will lead no where. Exceptional content, that helps your visitors solve their problems, should be the heart of your website. It's what will turn a new visitor into a returning visitor, into a lead, into a purchase, and into an advocate for your product or service.

What happens when expectations aren't met?

For today's businesses, meeting the clients' online shopping expectations can be critical for maintaining a solid, online presence and owning the eCommerce market in your industry. If your eCommerce site is performing below expectations, your online revenue could start to decline as consumers look for a better, more intuitive eCommerce site.

What's the shopping experience like on your website? 

If it's not at least as good as your competitors,' you could be taking your products and services out of the running - before the consumer even has a chance to view them.