Research, narrow, buy, use. That’s what consumers do. I do it, you do it and your customers definitely do it.

Whether they do this in the online or “real” world, this same pattern is followed, particularly for purchases of higher value.  Half of all Australian consumers conduct their research online, with 25% nominating online as their most crucial research tool*. Their research includes not only what to buy but where to buy it.

If you’re not online and putting effort into giving your consumers what they want, then you’re dead in the water, floating along wherever the current takes you.

Why? Because in the online world you have a chance to capture the user at the research phase, help them to narrow their selections, purchase online and keep them engaged through ongoing communication via post- purchase email.  If done well you’ll have happy, loyal customers that spruik your brand on social networks and become your brand evangelists to their friends.

Understanding your customers and serving them relevant products through email and promotional areas on your site will result in higher user satisfaction, greater sales and better insight into your consumer segments.

Amazon.com is often referenced when describing how these features work.  They use a few different tactics to provide you with value as a customer by doing some of the thinking for you. On a product page they show:

  1. Frequently bought together – within the one transaction
  2. Customers who bought this item also bought – based on customer profiling may be over multiple transactions
  3. Products that a customer ultimately buys after viewing this item – providing insight in to other users research on what is the best product
  4. Editorial review – professional insight in to the product
  5. Customer reviews – peer assessment of the product

Doing all of this is probably overkill for your site, and it could be tricky to convince your brand manager that having people rate your product on your site is a good idea. Plus, the design of Amazon pages is actually pretty messy. But they haven’t become the most successful online store for no reason; they are giving consumers what they want – convenience, selection and price competitiveness**.

The most impressive part of Amazon for me is the post-purchase emails I receive to entice me to purchase again. They know what I like, they send me emails with new releases from authors I have bought before and topical books within categories I have purchased from.

So what are you doing in the online space? Are you providing value to your customers or simply putting up some pretty imagery with some basic content and hoping that the customers make their own way to your store?

*Australian Centre for Retail Studies & Google, 2008

**Forrester Research 2008