Buying Patterns Are Shifting Advertising Strategies This Holiday Season
Reports indicate that although foot traffic in stores is down, sales are up. This discrepancy may be linked to consumers being more educated about the products that they want and where they choose to buy them. A strong online presence, with a variety of different forms of content, can support a good customer experience, which is one factor in developing strong customer relationships.
Preliminary results for this holiday shopping season are discussed in “Digital marketing: When is less really more?,” posted by Regina Gilloon-Meyer on thegazette.com, and suggest that online sales didn’t decimate in-store shopping. Though store visits were down by 55%, according to ShopperTrak, store sales increased, according to the MasterCard SpendPulse report. In fact, the value of each store visit appeared to have doubled. These results suggest that consumers were more informed when shopping, knowing what they intended to purchase at each store. Today’s informed shoppers often do their research online, which suggests that consumers knew what they were shopping for because those stores offered a strong online presence.
Gilloon-Meyer indicates that stores that refresh their internet presence with relevant content and use blogs to answer questions consumers are asking in search queries, are likely to see an improvement in search engine ranking, in addition to engaging customers earlier on in the sales cycle. Creating a good user experience online, in addition to price and convenience, are important factors in creating value that attracts customers to your brick-and-mortar stores as well as to e commerce sites.
Other evidence suggesting an evolution in buying patterns is indicated in a recent report by Gartner, which predicts that businesses will need 50% fewer business process workers and 500% more digital business jobs. Businesses will be looking for employees with graphic design and writing talent in order to attract today’s digital-savvy consumers.
Businesses can capitalize on shifting advertising and marketing models by implementing a customer relationship management (CRM) solution. You can use CRM to monitor online advertising efforts, including social media and other networking sites, as well as capture interactions with prospects and consumers. The more you learn about your customers, the better you can attract them to stores or online e commerce sites. Contact AKA Enterprise Solutions to learn how to boost sales by attracting digital-savvy customers with CRM.