Sometimes shoppers do not shop
Some people love shopping. They take it as a sport or hobby: they like negotiating, fighting, discovering, and researching. But sometimes shoppers do not buy. Even when everything seems adequate, some customers leave empty-handed.
Although there might be many reasons for this, what happens when the obvious ones have been discarded? That is you have already educated them on why they need your product and why your product is valuable to them – and of course you are selling good quality stuff.
Fear seems to be part of the answer. Fear arises in many parts of the path to purchase, but it is nearest the actual moment of truth that the risk reveals itself. Even though “fear” may be represented differently in every category and sometimes marketers will have to deal with multiple fears at the same time, M Anthony from Engage lists the following ones:
– Monetary risk: The bigger the price, the bigger the fear. But sometimes even if prices are not high, there is still doubt regarding the actual “value” of the product. If you think customers are afraid of buying something completely useless, you could offer money back guarantee. This is usually the case with Sprayette type of products sold on TV.
– Fear of disappointment: This happens to new products or brands where the only actual experience is reading the packaging on the aisle. Will it live up to my expectations? If customers think they may be disappointed, they will turn to the traditional brand or product and the sale may not occur. One possible solution would be to offer free samples or trials at the point of purchase.
– Fear of being gullible: Sometimes it just seems too good to be true and it scares us. We may recall another time when we thought we were buying the best product ever to later find out it wasn´t and we didn´t even need it in the first place.
– Fear of loss of face: People care about what other people think. If your peers or friends do not approve of what the brand represents, you may decide to go with the flow in order to be accepted. Would you buy any cheap wine for a special dinner party at home? Do you think teens of the same group will high five any sneaker brand?
One of the first things marketers should consider is whether they really know their shopper or not, what they are thinking or feeling when making decisions. As we stated before, this usually manifests within the store, in front of the product (and promise) itself.
So before deciding on testing with trials and free samples, with different stimuli to overcome multiple barriers or even redesigning multimillion dollar campaigns, why not observe and analyze what is really going on?
Shopperception may help bring some meaningful insight within the store, where the final decision is made (and fear is the highest). We use 3D cameras (like M Kinect) for tracking shopper behavior, creating real event metrics at product level.
Our tool will help you detect how much time it takes for conversion to occur (impulse vs rational), the way different touch points interact and whether trial creates more sales or not. As it does not need customer´s collaboration, it does not affect their behavior (crucial for these types of insights) and it creates valuable reports with no need of further data scientists to process them.
There are many factors that are taken into account while purchasing. They change with categories, brands and shopper missions. The point of purchase is constantly changing with new products and brands, discounts and promotions. Do you know where you are standing? Which fight you are fighting? We can certainly shed some light where others can´t, why don´t you call us so we can talk?