The rules have changed. The shifting sands of the global economy and tech-savvy, social-media-minded consumers are changing the way things are marketed and sold. The sales professionals who adapt will survive. Early adapters may even profit. The question is: will you be ahead of the curve or behind it? Here’s what you need to arm yourself for success in 2013 and beyond.
The Move to Mobile Shopping
Shoppers are going mobile. By 2016, over one million consumers will be using smartphones to shop. If your consumer website isn’t already mobile, you’re lagging behind. If your website is mobile, it needs to be optimized. In fact, you should have your own mobile app and be constantly updating it to reflect consumer preferences. If you use eBay and Amazon, you’re on the right track. These firms have taken the lead with mobile optimized shopping as well as smartphone shopping apps. With the ubiquity of mobile device and mini-tablets, an app that caters to your shoppers is mandatory in 2013. “They might discover an item on a phone or tablet, do a saved-search push alert later on some other screen and eventually close on the Web site,” said Steve Yankovich, who runs eBay Mobile. “People are buying and shopping and consuming potentially every waking moment of the day.”
Making It Personal
Shoppers are tired of explaining their personal preferences to store clerks and online sites. They expect you to be on the ball and already know things about them. If they've looked at a camera or purse in the recent past, they expect you to know about it and show them similar items or slightly updated items in the same ballpark. The same holds true of items they may have already bought from you. They want to know that you're paying attention to them, that you remember those shoes or that camera lens you bought. That means your website should have this information readily at hand—with apps that showcase possible purchase options.
If a customer put an item in a shopping cart but left it there, your app should send them a reminder email within 24 hours and perhaps even offer a discount or free shipping. This tactic is already being used by many sites. Adopt it or lose a sale. A new augmented reality mobile shopping app lets shoppers use their smartphone or tablet video camera to pan over products on the shelf. The app instantly displays recommendations and offers based on their specific preferences.
"We're going way beyond simple facial recognition for products to provide superimposed information that points out the products shoppers prefer--whether based on previous purchases, price, consumer rating, sodium content, environmentally friendly packaging, or other considerations," said Amnon Ribak, project leader for the augmented shopping advisor at IBM Research.
The Increasing Value of Video
Video sells. Period. In fashion, sports, accessories, you name it. Customers watch well-produced videos that showcase your product. The power of mobile apps in iPhones and tablets has made video a powerful sales tool. "What is now seen as a predominately younger pastime will spread to encompass a wider group of people, in part due to the aging of current online video viewers," said In-Stat analyst Gerry Kaufhold, "but also as a result of word of mouth, spread of services, growth of in-home networks, and new network-connected consumer electronic devices."
There’s no doubt that today’s consumers will become increasingly tech-savvy and social media minded. They will expect you to know about their preferences and buying habits. Like a companion they trust, you'll have to guide them to purchase. It's what's next for 2013 and beyond.
Image courtesy of Stuart Miles/FreeDigitalPhotos.net
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