The other day I was on grocery-store duty, picking up some
dinner items and restocking the usuals. I happened to be in the aisle with baby
food and toddler necessities and spotted a young mom near a branded sign indicating
new items had been introduced at this store. She had the new item in one hand
and her phone in the other – I could tell her interest was piqued and she had
grabbed her phone to find information on the brand.
Since women make the vast majority of purchasing decisions,
and choosing products for infants is a crucially important decision, I
recognized the moment likely marked the beginning of her customer journey. Right
there in the grocery store aisle and on her phone, she might find something she
liked, add it to her cart, and continue to purchase and interact with the
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 this woman,
seeking out 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
of people who do mobile research make it to the checkout line.
I didn’t need this woman in the grocery store 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 baby food flavors.
Labels: active collection, communication channel, google, micro-moments, mobile device, preference management, smart phone