Understanding the interests of buyers and attracting shopping requires painstaking and continuous innovation. Retail brands need to think about how new technology has changed the customer decision journey.
The journey of prospective buyers to finally decide to buy a product often requires a stage that is not short. There is a Time Lag experienced by customers in the phase between product discovery and product purchase. Basically, customers always want to get a shopping experience that continues to improve over time. Even when you are familiar with a brand, customers will still have expectations that they will get an increasingly great experience, along with the ease and convenience of access. The majority of customers now are mobile-first, there are even mobile-only customers. Each stage of the journey will bring technological involvement, from finding products, checking specifications and features, comparing prices, weighing purchasing decisions, to finally making a purchase. Responding to this condition, companies focus on strengthening new technologies that can maximize positive changes smoothly and inspire customers.
Brands that are engaged in providing transportation services such as Amazon and Gojek have their own specifications for creating a customer journey. Amazon by its delivery commitments as soon as possible, the next day or even the same day. And there’s Gojek with various derivative features that make transportation, food, Movie tickets, other entertainment needs can be fulfilled in an instant. All apps-based with easy-access and interfaces. The ease with which these brands bring about makes a noticeable change in terms of customer speed and convenience. Customer comfort is the driving force for business core and business people.
It's time for business people to make a fundamental change in mindset. Understanding the urgency that creating a meaningful customer decision journey must begin immediately. Customers are not just targets for treatment like passive objects. Today's customers have an extraordinary drive in determining the direction of core business management and consumer management.
Four Stage Customer Decision Journey
The customer process in making decisions is now a circular journey process. There are several stages: initial consideration, active evaluation, or potential purchasing research process; closure, when customers consume brands; and post-purchase when customers have experienced them (how customers make decisions).
1. Brand Consideration
Stage of meeting customers with brands, both online and offline. Go through various forms of promotions and introductions made by brand owners and marketing players.
2. Active Evaluation
The phase where customers have needs and look for references from competing brands. Customers will make comparison and evaluation for similar brands found.
3. Moment of Purchasing
The stage when the customer finally makes the decision to buy. This stage is the result of the processes that have been passed before.
4. Post-Purchase Experience
The journey does not stop when the customer has decided to buy. There is the next step, post-purchase. The moment when customers still feel the benefits of a series of journeys obtained from the initiation stage.
Experience Converts To Decision
Seen from a brand perspective, there are several stages that must be considered and met by business doers to convert customers who have been impressed with customer journey to finally make a decision to buy the product or service introduced. The following are considerations from the customer's point of view that the business Doers need to think about to bring meaningful customer experience:
a) Prioritizing the objectives and allocation of funds
The main goal is the conversion from prospective customers to customers who make the decision to buy. Customers have an allocation of expenditure for certain funds for each expenditure plan. That is, customers have expectations of the quality and value that will be obtained by issuing a certain nominal amount. Setting the right composition to produce a match between the benefits obtained by customers and planned spending is something that should be prioritized.
b) Invest in consumer-driven marketing
Today's customers have a variety of needs and preferences in meeting those needs. The main characters like fast, easy, comfortable, and safe are not even enough. Customers need a unique experience and in accordance with the characteristics and impressions of their relationship with the brand, they have chosen.
c) Win the competition among similar competitors
Seeking effective marketing needs to be supported by a strong distinction strategy to win the competition among similar competitors. Customers are careful in choosing and sorting which brands are most relevant between brand promise and brand relevance.
The real impact of the presence of this new technology is the emergence of two sides that can be defensive or offensive to change. Defensive voters will tend to respond openly to the integration of technology to accompany customer wants and needs. Embrace social media and play maximum functions by being present on social media. Presenting a process that directs customers to try and interact directly with the product.
The real marketing players are already aware of changes in customers in searching and deciding to buy products. But often marketing ideas' responses and executions are not effective in responding to the evolution of customer behavior and habits. Not being oriented towards the main goal which influences the purchasing decisions of potential customers. Arrange the appropriate composition between spending and purchasing decisions does not mean the marketers lose control of the customer. The adjustment effort is more aimed at responding to opportunities for the right customers at the right time; facilitate potential customers with valid information to support appropriate decision making.