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Strategy Briefing

Informed Consumers: Building Engagement throughout the Path to Purchase

37 pages, Apr 2017

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Brands and retailers no longer control the information available about their products. Informed consumers walk into the store (online or physical) armed with information about what they want, what they should expect to pay, and what other customers have to say about a particular item. This shifting dynamic fundamentally changes the ways in which brands and retailers should be interacting with consumers.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Engagement: Build pre-purchase relationships

Informed consumers are beginning brand and retailer interactions far before they have a specific purchase in mind, often through social media. Brands should cultivate these relationships and build value in consumer interactions that are not connected to an immediate sale.

Opportunity: Use relationship to spur purchases

Once consumers are engaged with a brand or retailer, it is much easier to spur them to make a purchase, especially if the company can personalize suggestions and interactions based on information it has on each consumer.

Research: Help shoppers sift through information

Although they have access to nearly-endless amounts of information on product features and pricing, informed consumers do not want to sift through all available data before deciding what to buy. Successful companies help informed consumers get the right information at the right time and are viewed as a partner, rather than seller.

Selection: Offer the right amount of selection, with guidance

Extensive research and widespread availability of product comparisons makes informed consumers discerning shoppers. However, endless product variety can also lead to decision paralysis due to overwhelming choices and the fear of regret, even in relatively inexpensive purchases.

Purchase: Enable a seamless shopping experience

Informed consumers will ultimately buy from brands and retailers that make the shopping experience as enjoyable and convenient as possible. This means offering omnichannel options and ensuring marketing messages are consistent across channels and platforms.

Post-purchase: Build brand loyalists with continued engagement

Once an informed consumer buys from a particular brand or retailer, it should be much easier to get that consumer to make additional purchases in the future. This is where tailored recommendations and thoughtful non-sales interactions will be most effective.

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Introduction

Scope

Key findings

R elationship between consumers and companies is shifting

Impact of informed consumers on brands and retailers

Helping consumers stay informed through the path to purchase

Engagement

Reaching informed consumers before they begin to shop

Strengthening online engagement with informed consumers

Engagement: Always “Like A Girl” campaign

Opportunity

Reaching informed consumers as they begin path to purchase

Create opportunities through personalization, but avoid going too far

Where to focus efforts to appeal to informed consumers

Opportunity: Amazon one-click shopping and recommendations

Research

Reaching informed consumers who are researching a purchase

Strategies for keeping customers informed during research

Research: Travel aggregators combine research and purchase

Selection

Reaching informed consumers during their selection process

Making the selection step easier for overwhelmed shoppers

Selection: Curating choices for informed consumers

Purchase

Reaching informed consumers during their purchase

Convincing shoppers to spend more: In store and online

Purchase: IKEA immersive in-store shopping experience

Post-Purchase

Reaching informed consumers post-purchase

Focus on post-purchase interactions to ensure positive reviews

Post-purchase: JetBlue’s focus on customer satisfaction

Conclusion

Brand and retailer strategies for success with informed consumers

Helping consumers stay informed through the path to purchase

Methodology

Overview of Global Consumer Trends survey

Why buy this report?

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Megatrends

Strategy Briefing

Informed Consumers: Building Engagement throughout the Path to Purchase

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Engagement: Build pre-purchase relationships

Opportunity: Use relationship to spur purchases

Research: Help shoppers sift through information

Selection: Offer the right amount of selection, with guidance

Purchase: Enable a seamless shopping experience

Post-purchase: Build brand loyalists with continued engagement

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

R elationship between consumers and companies is shifting

Impact of informed consumers on brands and retailers

Helping consumers stay informed through the path to purchase

Engagement

Reaching informed consumers before they begin to shop

Strengthening online engagement with informed consumers

Engagement: Always “Like A Girl” campaign

Opportunity

Reaching informed consumers as they begin path to purchase

Create opportunities through personalization, but avoid going too far

Where to focus efforts to appeal to informed consumers

Opportunity: Amazon one-click shopping and recommendations

Research

Reaching informed consumers who are researching a purchase

Strategies for keeping customers informed during research

Research: Travel aggregators combine research and purchase

Selection

Reaching informed consumers during their selection process

Making the selection step easier for overwhelmed shoppers

Selection: Curating choices for informed consumers

Purchase

Reaching informed consumers during their purchase

Convincing shoppers to spend more: In store and online

Purchase: IKEA immersive in-store shopping experience

Post-Purchase

Reaching informed consumers post-purchase

Focus on post-purchase interactions to ensure positive reviews

Post-purchase: JetBlue’s focus on customer satisfaction

Conclusion

Brand and retailer strategies for success with informed consumers

Helping consumers stay informed through the path to purchase

Methodology

Overview of Global Consumer Trends survey

Why buy this report?

Want to find out more about this report?

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