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

l2 My Local Auction

Latest News

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine