Tuesday, November 6, 2012

Be Where the Customers Are

We are a changing, evolving world.  One of the challenges of this world is putting the product in front of the customer in the right way and at the right time.

Given that it is the shopping season - now is the perfect time to think about how and when we present our offerings to our customers.
Be competitive 
Example 1 - You are in Barnes & Noble. You are browsing the books. You find one you love - a quick price check shows Amazon offers it for $4 less and no shipping fee. You hit "Buy now"....

How can retailers combat this? Be competitive with pricing. Know what is offered on-line. If possible, match that price. If not, make it less worth the wait. If the difference is only $1, rather than $4, the immediate gratification will outweigh the wait for most customers.


Make it easy
Example 2 - You are in the audience of a great speaker. You want to buy the book (product, service, etc.) now! But you still have to pick up the kids, make dinner, help with homework, do bath-time, work for a while - and then maybe you'll remember to check on buying that

How can the speaker combat this? Know your tools. One of the newest is Chirpify.  Now the audience member can just tweet you a payment. Again, we are catering to immediate gratification and the competition for attention.


To think about...
As marketers, a piece of our job is to make it easy and enjoyable for customers to buy. How good of a job are you doing making things easy for your customer?