Whether you’re selling bowie knives or bicycles, the rapid evolution of web and mobile e-commerce has changed the way you do business. Or rather, it is changing the way you do business, as not a month goes by that consumers don’t find a new way to research and shop for products they need. If you’re in the business of selling items online, it’s your priority to anticipate the evolution of buying habits. The problem is, consumer buying is unpredictable in many cases, and it’s harder than ever to establish a brand that matters. Here are some ways to stay ahead of the game.
The Problem and the Solution
When consumers shop for an item online, they often don’t have a specific brand in mind. There are, of course, exceptions. People are committed to clothing brands, rain boots in iconic designs by specific companies, and all sorts of other things. But if an item they desire is available from a variety of retailers, chances are the buyer couldn’t care less where she buys the thing from. She just wants the best price and good shipping options. Online marketing of goods like these is all about presenting the right item in the right place at the right time for the right price. Sounds easy right? Well, it’s not. But there are some companies which have cracked the code and who now offer their service to others.
Let’s take ShowRoomLogic in the automotive industry, for example. When you think of innovative sales practices, a user car dealership is probably the last place you’d expect to find them. But this actually isn’t the case. While traditional one-on-one sales practices still occur at a dealership near you, this is an industry that has become increasingly agile on the web.
ShowRoomLogic uses a variety of tools to make dealers’ specific inventory items appear at competitive prices, at precisely the moment when a buyer is deciding where to buy a new vehicle. They use paid search algorithms to help dealers automatically target local and regional buyers who are searching for models that are available from the dealer. ShowRoomLogic.com is able to identify a consumer’s interest level according to web history, and tailors advertising communications to their level of interest.
ShowroomLogic further entices buyers by showing relevant items from a dealers’ real-time inventory. This is a novel approach that is absent from many other advertising companies which work in other industries. Oftentimes, a consumer will be researching one model diligently, only to decide on the spur of the moment that another vehicle (one on hand at the dealership in question) is what he or she actually wants. By making a client’s products available online, at the location and moment that a consumer makes a purchase decision, dealerships like these are getting an edge. They may not be getting these customers because of brand loyalty, but they are getting them because they were in the right place at the right time.
Consumer behaviors are constantly changing, but by taking lessons from marketing practices which are revolutionizing the automotive industry, businesses of all kinds can tailor their sales tactics to the product research practices of real live customers. Techniques change all the time, but it’s a focus that will enable these businesses to keep up with the curve.