The consumer behavior we have seen over the past year is not merely a passing trend. While the current tendency of prudence and forethought when making decisions can be attributed in part to inflation, common in most countries, it is also due to the sheer amount of choice and information available nowadays.
Understanding the present customer journey becomes essential when creating digital campaigns to earn consumer trust and increase profits in an increasingly complex environment. So, here’s how shoppers continue to be hyper-aware of what they buy and where they buy it, according to data collected by Google.
The purchase journey has become more complicated
Today, the shopping experience isn’t straightforward. It’s possible to impact users in different ways – and sometimes all at once – for example, by intertwining videos, images, and text; through online and offline channels, and in different moments, whether we’re talking about what time of the day they see our campaign or about the moment in their customer journey they come into contact with our brand.
To further complicate the shopping experience, clients are becoming more and more cautious when it comes to spending money. According to Google, one-third of consumers say they now do more research before making a purchase to find the best deals (48%), get good quality (47%), and make sure their needs are met (45%), simultaneously.
As a result, they now check multiple sources to make informed purchasing decisions. In fact, 60% of consumers take six or more actions before deciding to buy a product or from a brand they didn’t know about. Among the deciding factors are:
- Comparing prices with similar brands or products (80%).
- Searching online for reviews and information (75%).
- Visiting the brand’s or product’s website or app (67%).
- Going to the physical store to see the product (66%).
- Searching for information and reviews in online stores or marketplaces (60%).
- Checking the return policy (60%).
It makes sense that clients would want to research unfamiliar brands or products. However, a recent Google study reveals that, actually, consumers are more likely to do research when purchasing from a brand they have bought before than when buying from new brands.
Regardless of how much a user might identify themselves with a brand, their main reasons for purchasing from it aren’t trust or preference but, in fact, “value for money” (37%) and “high quality of product” (36%). That means that even the most loyal customers are still constantly considering other options.
That’s why, in an environment with so many options, the retailers with the best performance will be the ones who can stand out by helping consumers feel confident in their purchases. To achieve this retailers must engage with consumers throughout the entire customer journey. This means being present, especially at critical touchpoints—whether through personalized online interactions, in-depth product information, or responsive customer service.
The goal is to build a deeper connection with the customer, fostering loyalty based on customers’ actual worries (value and quality), not popularity. By adapting advertising strategies to fit the consumer’s decision-making process, retailers can enhance the shopping experience, making it not only easier but also more rewarding for consumers to choose their brand over others.
At Tidart, they know how to deal with the increasing complexity of the consumer shopping journey. Their AI and Demand Generation solutions help retailers develop strategies that continuously adapt to these new shopper habits. Click here for more information.
