How to Win the “I-want-to-buy” Moments of Your Prospects
The digitalization of our everyday lives has transformed the retail industry. The primary catalyst?
At any given second, we’re only a few taps away from a limitless supply of information. We can connect with people on the other side of the world. We can pay bills, arm security systems, research stocks, buy clothing, read books, binge TV shows, and do whatever else our hearts and minds desire.
The smartphone is an integral tool, and its widespread adoption has revolutionized the consumer buying experience.
The majority of today’s consumers bring their smartphones with them to shop. According to Google, 82% of smartphone users leverage their cellphones to help make purchase decisions. Why? Because it’s easy. It’s convenient. It’s impartial. It’s informative. Smartphones enable consumers to research important product/service information, such as price comparison and reviews.
It’s a fluid process that spreads across points-in-time and both physical and digital locations. Consumers can initiate, stop, and resume a purchase with ease. This creates a series of moments that encapsulate the purchase process. Google defines these critical moments as “micro-moments,” which are categorized as follows:
- I-want-to-know moments: information seeking moments when consumers are looking for more detail (e.g. looking for ingredients in a recipe).
- I-want-to-go moments: moments when consumers want to go somewhere specific to meet their desires or needs (e.g. searches like “Target near me”).
- I-want-to-do moments: moments when consumers want to take action (e.g. searches like “how to bake a cake”).
- I-want-to-buy moments: moments when consumers are ready to buy – but need assistance (e.g. deciding between two similar products in a store).
Understanding your customers’ micro-moments is critical to gaining an advantage in today’s fluid digital environment. Here are three tips that will ultimately help you win your customers’ “I-want-to-buy” moments.
To be there for your customers, you need to know where “there” is. In other words, when are your customers researching your products or services? How are they engaging with your company? Is it through social media, search engines, or product reviews? You can scan your existing database for possible trends or conduct surveys and focus groups.
Once you’ve identified these moments, you’ll need to coordinate an omni-channel plan to ensure you’re there when your customers need you.
Being there is only part of the battle. You also need to provide relevant content and messaging. You can leverage the aforementioned surveys to figure out what questions your customers are asking. In turn, you can tailor your content to meet these needs.
Remember: convenience is key. It’s what drives this micro-moment marketing model. It should be easy for your customers to buy your products or services. People appreciate a streamlined process that requires minimal effort. The smallest hiccup across this portion of the journey can dissuade your customers.