Informed Consumers: Building Engagement throughout the Path to Purchase

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.