Shopper Marketing Social beyond the boundaries of on and off

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World & Business - Marketing
Wednesday, 28 December 2011 10:40

We talked about how it should be a company to be truly focused on its customers in posts above. An easier way to reach strategic focus on customers is a discipline known as Shopper Marketing . In fact, it is not as new as it may seem. In fact, one of my favorite authors, Paco Underhill and published a book about it a few years ago.

The novelty is to apply such strategies in social media, or rather, to use social media to make these strategies more fully. Recently, studies have been published on this exciting new way to treat the consumer, such as the immediate future or the one made ​​by Microsoft and Carat . I highly recommend consulting them.

Analyzing these studies we realized that people no longer use the Internet and social media only during the stage of searching for information, whether cross these boundaries and blur the barriers between online and offline . The high penetration of smartphone devices is helping it. This is where comes the big question: How can we build such strategies? How I can implement a Social Shopper Marketing strategy for my business?

The first step is to understand how the passage of the customer, their buying process (customer journey). In general, we define these six steps:

In this way we impact on each of the steps, seeking to eliminate barriers that prevent a person moves from one stage to another. It is important to remark, as the purchasing processes vary between people, products and categories, and can last for months and developed in different locations (home, store ...) or directly at the store. In general, the steps that a person follows are:

1. Detection of need: the stage is the least we can impact, since it is an internal process. Nevertheless, if we can reach them with our value proposition, we can anticipate their sense of lack or even create us. Apple does it continuously. Another option is to attract them when we do not take into account or have been raised even come visit. Good examples of Foursquare or that of Tesco , urging customers to buy from the metro, while still not been brought to visit the store.

2. Search for alternatives: the stage where we are looking at different ways to meet our state of lack. Not only similar products of different brands, there are different solutions with disparate products. Let us know and we consider important will be key. To do this, communication, conversation and credible third-party contributions to know that we can help fill the need. A good example is offered to us on Twitter bakeries throw out when her bread oven.

3. Comparison: demonstrating the value of our offer, be able to provide what the customer really need and help you compare with other alternatives contribute to making progress in the process. Adobe and The Home Depot are good examples of this.

4. Selection: the key here is to show why our offer is better than the other providing facilities for comparison and resolution of doubts. An interesting action is performed Jeanswest , which helps people to see how you feel about cowboys, with the possibility of sharing in social media.

5. Purchase: making interactions occur, which will socialize the purchase and other activities will help us at this time. The best result is obtained when the purchase of some have impact on other users of your network. An example is that of diesel , bringing Likes to their own stores.

6. Usage: customer service, information use, installation and maintenance of products give us excuses to maintain continuous contact with them without disturbing them, adding value. A good example is that of Staples , embodying the customer responses, making the response more real and create bonds between people. Also described the case of Iberia , helping users with waiting times for its aircraft.

In every moment of the day but always have different behaviors are the same person. Why not work on our strategies taking into account this? A person, different times, we propose a single strategy with different implementations.