The other day I was waiting to speak with the pharmacist at
my local drugstore. As I sat in the waiting area, my view was of the nearby
cosmetics aisle. You can safely assume I have little knowledge of the products
in the cosmetics aisle. What I do know though, is customer journeys. While
waiting, a scene unraveled that piqued my interest: Two young women were carefully
looking at makeup and chatting between themselves about their options.
Seeing their customer journey in action was a fascinating
exercise. When one of the young women chose a couple of lipstick colors to
compare, her friend noticed the brand’s marketing hashtag and whipped out her
phone before the two then huddled over the screen. A winning color was chosen
and definitively added to her shopping basket.
Survey after survey continues to show that modern shoppers
are constantly looking to connect on their own terms. Reading up on new 4K TVs
before bed, comparing car reviews on your lunch break or, like those women,
getting an omnichannel experience in the midst of a shopping decision.
Those opportunities for connection come up in what Google terms
“micro-moments,” that instinctual and immediate need for information wherein we
grab our smartphones to check in with the world wide web.
People who use a mobile device for research in those moments
are primed to make a purchase. We know that. But how vast is that phenomenon? Ninety-three
percent of people who do mobile research make it to the checkout line.
I don’t need the two shoppers at the drugstore to tell me
that our purchases are shaped by access to and experience with information in those
micro-moments. I already know that addressing a full spectrum of customers’
needs means they can depend on you, prompting loyalty.
Preference management, the active collection, maintenance
and distribution of unique consumer characteristics, such as product interest,
communication channel preference and frequency of communication, should be your
brand’s baseline for communicating with those customers seeking connection. By
listening to their wants and anticipating their needs, you position your brand
to be the first stop in the midst of those micro-moments. A prepared, involved
and engaged customer is a happy one. And a happy customer returns again and
again, presumably to buy the rest of the lipstick shades.
Labels: active collection, customer journey, google, marketing hashtag, micro-moments, omnichannel, pharmacist, preference management, rob tate