The day started off with a torrent of statistics on consumers’ shopping habits. With Black Friday, Cyber Monday, and the holiday season fast approaching, it’s critical to be aware of any changes in your target market’s shopping habits that might impact this busy period.
Here are a few highlights that struck me:
Consumers’ purchasing behaviours have evolved a lot over the past 25 years. Between web and mobile, it’s important to be present for the key moments of the customer journey.
Here are 3 micro-moments where you have the chance to have a positive impact on your potential customers:
Knowing that 77% of consumers don’t have a particular store in mind when they are looking for a product, being present from the moment the user starts searching for information online and off can have a significant impact on whether your brand ends up in the running. It’s never too late to influence a purchase, especially during the holidays!
82% of consumers use their phones to make purchasing decisions while they shop.
With the abundance of information Google provides, users are becoming more informed about products before they buy. The more present your brand is early in the decision-making process, the more likely it is that users will consider you.
If your site isn’t mobile responsive, don’t despair! Tactics like setting up a shopping campaign with your products, using location extensions on Google My Business, and many others can help inform users about your stores and products.
If your site is mobile-friendly, don’t forget about SEM for high funnel search intentions, and in-market targeting to incite users to visit your site!
The volume of “near me” search queries has increased 34 times since 2011.
It’s essential that your stores are referenced on Google Maps and other mobile apps. Moreover, when users visit your stores, they don’t want to go for nothing – they want to find the right product right away.
Ikea is an example of an interesting site where users can see the number of products available in each of their locations.
Availability of IKEA products on their website.
One of Google’s new features allows you to go even farther: you can now use a flood of products containing your store inventory. Just like Shopping Campaigns, soon it will be possible to link these to your Merchant Center and use it in your campaigns!
Combining Shopping Campaigns and traditional search ads can allow brands to maximize their visibility in search.
Like at the grocery store, the notion of shelf space exists in search – in other words, it’s important to be high enough on the page to be visible to consumers. Whether we’re talking about mobile or desktop, search ranking is a critical part of maximizing performance. Shelf space is even more important in a competitive environment.
Shelf Space, Google AdWords
New features like price drop cards allow you to present more information on price reductions, and expandable shopping ads offer advertisers the opportunity to capitalize on increased space in search engines, while allowing consumers to “skip” steps in the purchase process. Consumers can also buy a product directly in Google by clicking on an ad.
Price Drop Card, Google AdWords
People are more and more driven by advertisers, even if they aren’t shopping. That’s why it’s essential to be there for every point of the customer journey, from the moment of inspiration, to the time when the user decides to go to the store or make an online purchase.
The paradigm shift from foot traffic to finger traffic is strongly linked to the hold our mobile devices have over us as the primary way we look for information. We won’t stop wanting to try on that little black dress from one day to the next, but that doesn’t mean we won’t be comparing styles and prices before setting foot in the store!