The rise of internet use and online shopping has changed the way consumers behave when they need to make purchases. Research has shown that many consumers use internet to investigate products before making actual purchases. According to a research by a retail engagement firm known as Parago, consumers’ tendency to rely on online purchases is dependent on what their products of interest are (Parago, 2014). What this implies to online merchants is that consumers’ online behavior is not static but dynamic and changes with time, trends and end user needs. The availability of several products and services in the market leaves the consumer with an urge to research about what products suite their needs best (Doohwang, Hyuk & Jung, 2011). It also implies that merchants need to come up with ways that will entice consumers to make purchases and not just spend much time in research.
One way that merchants can use to entice consumers is to ensure they are at the top of search results and by quickly providing relevant information consumers could be looking for in precise and comprehensive manner. This will help the customers to immediately get information they need, thus eliminating their need to hop between online sources. For example, a merchant can achieve this by providing a customer feedback and review channel that can be seen by all online visitors. This would provide most of the information a consumer needs. Another great way would be to provide an online experience that enhances the current experience by incorporating features that will imitate the physical shop in attempt to convince customers to make purchases. This may include use of more enhanced graphics, videos and voices that helps the customer feel the assistance of a human being in a physical store.
Doohwang, L., Hyuk Soo, K., & Jung Kya, K. (2011). The Impact of Online Brand Community Type on Consumer's Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social-Networking Web Sites. Cyberpsychology, Behavior & Social Networking, 14(1/2), 59-63. doi:10.1089/cyber.2009.0397
PR, N. (2014, March 18). 2014 Parago Shopper Report: Consumers Shopping Across More Channels, More Quickly Than Ever. PR Newswire US.