The customer journey map is changing with technology development. Many times customers start with the brand page or blogs and websites where the brand’s offer is presented. How to persuade those who are basically interested in it to purchase it? How to direct them to licensed shops and trusted sellers? The where to buy tool seems to be a good option.
What the customer journey looks like?
It is a good idea to begin with the customer journey map mentioned before. These maps are often very similar regardless of the branch. Let’s look at the report: “The world is no longer divided into offline and online. How mobile tools are affecting the Poles’ shopping habits in 2019”. We can see that the purchasing path is becoming more and more sophisticated. The customer becomes familiar with the brand at different touch points and each of them is extremely important.
As we can read in the report mentioned above, over 48% of buyers are looking for information on websites. 20 % of buyers use different search options including websites. We must be aware that the customer journey doesn’t begin in an online shop, but usually on the official brand’s webpage.
The customer journey map usually starts on the brand's webpage
It is very important information for the brand, however some companies don’t offer the where to buy option on their website. We can only find the product catalogue with basic information and photos. Why not use this medium and direct customers to online or offline sellers?
Thanks to this, we have a much bigger chance to direct customers to a lower level of the sales funnel and encourage them to purchase the product. The Smart Insights website shows that only 3.3% of the visiting customers decide to make a purchase. Thanks to where-to-buy tools, brands can increase the number of buyers.
Does our website sell as it needs to?
A website that includes an online shop has a much higher conversion than the one which doesn’t have that option. The Growcode website shows that depending on the branch the conversion can be between 0.084 % for baby products up to 3.83% for arts and crafts.
It is not a lot, but this indicator can increase also on non-ecommerce websites. Fitted register form, chat, information line help to get the information where they can buy the product. In fact, we engage the service, which basically generate the cost.
In addition, we don’t know whether the client chooses the shops we display. That’s why where to buy implementation seems to be the right solution. Using where to buy, we respond to users’ needs and display shops where you can buy good quality products. Besides, there is a possibility to analyze website traffic and sales.
The tools mentioned above help with pricing monitoring. In this way, it is possible to control the price policy. We avoid the situation where price changes can negatively influence the brand image. Another positive aspect is that recommended shops will only compete with each other by offering additional services instead of lowering prices. This will positively affect the brand image, especially the premium-segment brands.
Is where to buy useful only on brand websites?
Where to buy plugins are popular in affiliate programs used by bloggers. Under the post describing a specific product, there are shop icons where it can be purchased. For some this is a very prosperous business. However, there are some disadvantages, for example, we don’t have 100 % certainty that users will visit this website.
That’s why the where to buy solution is one of the most important sales elements on the brand website. The marketing specialist Niel Patel emphasizes that clients love brands and adore starting their sales path from brand websites. It is because of the website. In addition, clients expect to find full information like specification’s product, instruction, basically the necessary knowledge on mentioned websites.
Let’s move on. Using this kind of implementation gives us an advantage over our competitors. Why? It’s simple. It’s really easy to purchase a product in online or offline shops . One click on the where to buy button directs them from a product webpage to their chosen shop. There are no advertisements or any others popups. Also, there is no chance to see competitors’ products. It’s just possible to see trusted shops.
Which industries will benefit from using where to buy?
Actually, there are no restrictions. In first place, home appliances and electronics industries brands and distributors of computers, consoles and all kinds of electronic equipment should really think about the implementation of the where to buy solution. It is also a great tool for fashion, companies producing premium products, expensive or hard to reach goods. Why? First of all, clients are afraid of purchasing fake products or with low quality. They want to buy products from trusted distributors with no worries about the warranty. If a product comes from outside Europe, it doesn’t have to be covered by the European guarantee, for example, such is the case with Nikon cameras.
What are the customers' expectations?
Every company using the where to buy solution has profits. This allows to build a product strategy: "a set of activities whose purpose is to adapt a particular product to the expectations, current and future needs of its users". These kinds of solutions give customers a sense of security. We also build loyalty and guarantee high quality. All these elements, including before and after sales support, have a significant impact on purchasing decisions.
Let’s focus on the main advantages of our where to buy tool
There are a lot of advantages this solution can offer. Some of them
will vary depending on the industry, but the most important ones that must be mentioned are:
- directing consumers to preferred retail partners both online and offline
- seamless integration of the solution on the website, as well as on mobile devices or in social media
- it will be easier to monitor customer traffic and collect statistical data that will enable the creation of appropriate sales and price strategies. As a result, it will enable sellers to increase sales, and, consequently, negotiate purchase prices
- it will be easier to monitor retailers' activities, for
exampleto check how products are displayed in different channels compared to competitors' products
- extensive analysis of e-commerce data, including the effectiveness of advertising, product availability and many others
- while shopping, customers are always connected to our site - if a customer decides not to buy a product, we know at what stage the sales path was abandoned. As a result, we have the ability to track conversions and buyers’ behavior
- he where to buy solution allows you to change the behavior of customers in offline stores. If a customer hesitates before making a purchase, he may need to be sure that he is dealing with an authorized seller in order to decide to buy a product online
- customers are able not only to see where a product is available, but they can also compare its price in different stores
- buyers can easily find offline shops that are the closest to their place of residence (eg by means of geolocation)
- when analyzing the collected data, it is easy to gain knowledge about a specific distribution channel, its trends, compare sales data based on categories, products, models, etc...
Direct customers down the sales funnel
These are more benefits than the ones mentioned above. We need to remember that there are many factors that can influence customers’ behavior and product sales, such as: product industry, the product itself, its price, additional services etc. However, Where To Buy helps to easily keep in touch with customers during their first visit to the company website and direct them down the sales funnel. No phone calls or e-mails encouraging to purchase are needed. Of course, we can make a remarketing campaign, not to lose undecided customers. There are numerous options, you just have to use them.