Three Areas Of Consumer Behaviour You Should Know

Three Areas Of Consumer Behaviour You Should Know
SHARE
THIS



Understanding consumer behaviour is an essential skill that can help you increase revenue, writes marketing manager Alyssa Brown from Two Cents Group. Here’s some titbits Brown has pulled together to help marketers get the most from consumers.

The rise of social media and the web has changed how consumers shop for products. Instead of relying on recommendations from friends over coffee, consumers are now turning to the web to get opinions from friends and others online.

This fundamental shift in consumer behaviour cannot be ignored. If your business is still turning a blind eye to social media and the web, you are at risk of becoming irrelevant.

In this article, we’ll help you better understand what is influencing your modern buyers and show you some strategies that can help you use this insight to grow your business.

1. Social media impacts consumer behaviour

Research by Bigcommerce found that 81 per cent of respondents said they were influenced by social media posts from their friends. This shouldn’t come as a surprise. Social media is a communication tool we use as an extension of our day-to-day lives. It is simply an online medium that we use to express our opinions, thoughts and gripes.

The big difference in the old way you shared opinions and the new social media way is the reach. Consumers can reach all of their friends on Facebook with one post. This update can be liked and shared to hundreds more people via the single platform. Word of mouth is no longer restricted to the people in the room.

This is great news for you. It means that if you sell great products and deliver amazing experiences, your customers will do your marketing for you. They will share your products on Facebook, they will recommend you on Twitter and they will like your photos on Instagram.

Encourage your customers to share your content

Consumers trust content that has been shared by their friends. So instead of simply using social media to push out new products and content, empower your customers to share content themselves. Thirty percent of consumers are most likely to respond to branded offers shared by friends – because they trust their friends’ recommendations.

Use visual content to increase engagement

Photos and videos are the preferred mediums on social media. Consumers want engaging content that connects with them emotionally. Instead of using simple updates on social media, try to use images and videos to better communicate your messages. Bigcommerce research found that 44 per cent of consumers are most likely to engage with content that contains pictures and 37 per cent will engage with content that features video.

2. The web impacts consumer behaviour

The web has become the go-to resource for product research. In fact, the Bigcommerce study found that 9 out of 10 respondents watch videos about tech products they may buy. A separate study commissioned by GE Capital Retail Bank found that 81 per cent of buyers research online before going in store to purchase.

Consumers aren’t just using PCs to research products online; they’re also using their smartphones. Seventy-six percent of smartphone owners use their devices while shopping and fifty percent use their devices to check prices, promotions and reviews.

With this changing landscape, how do you keep up and influence buyers? Here are some ideas.

Product information is key

Consumers love to research products before they buy. No longer do they trust the opinions of salespeople. This means you need to help consumers by ensuring you have in-depth and accurate product information on your website. Provide consumers with the information they need to make a purchasing decision. By being the store that provides great product information, you’ll be in a great position to encourage consumers to buy from you when they are ready.

Your website needs a good mobile experience

Consumers are visiting your store on their mobile devices. You need a responsive website that is easy to use on mobiles, or you risk deterring consumers and forcing them to go to your competitors. The modern consumer is savvy – he or she will likely be researching on their phone while walking through your store. By making the user experience seamless, you’ll keep them on your site and have the opportunity to personalise offers during the purchase decision process.

3. Store features impact consumer behaviour

The study by Bigcommerce asked respondents what store features influence their purchase decisions. If you exclude the obvious factor – pricing – purchases are highly influenced by delivery speed, in-store pickup availability, rewards programs, reviews and education content.

If you can provide these nice-to-haves that extend the customer experience, you’ll be able to influence purchase decisions and drive more sales.

The three influences that really stand out to me are delivery speed, in-store pickup and rewards. As a business competing online, here are some ideas to help you offer these features.

Delivery speed

Source a delivery company that can guarantee fast delivery. Innovative companies like Want it Now offer retailers fast three-hour delivery services.

In-store pickup

Add the in-store pickup option to your online store. Give an employee the responsibility to fullfill these orders and arrange them for pickup at a designated spot inside your store.

Loyalty rewards

There are plenty of products available to online retailers that let you set up loyalty programs and incentive sytems to encourage customers to come back and buy more from you. Sweet Tooth offers a customer loyalty product that integrates seamlessly with popular shopping carts like Magento, Shopify and Bigcommerce.

Grow your business by understanding consumer behaviour

Knowing what modern consumers want can help you influence their purchase decisions. The rise of social media and the web is making retail super competitive. To grow your business, you need to provide enhanced experiences for the modern customer.

Please login with linkedin to comment

Latest News

Feeding Video Success After Facebook’s Update
  • Opinion

Feeding Video Success After Facebook’s Update

In his latest post, Hamish Brown, sales manager at Brightcove ANZ, takes a look at Facebook’s new update and what it all means for brands, particularly those ones who use it for video… There’s been a lot of talk about what updates to Facebook’s news feed algorithm mean for brands generally, but not much about what […]

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, left), co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]