The growth of online shopping opportunities has meant that a store’s official website is no longer the only source that determines whether a consumer will make a purchase. The buying process of digital consumers has changed, making it necessary for brands to be present in the multiple sources their customers use. I invite you to a post where I collected 5 shopping habits of digital customers.

#1 Comparison shopping sites

More and more consumers decide to compare offers on platforms such as Ceneo. In doing so, they verify whether a price is “not out of line” and thus make a purchase decision on the basis of the best offer. Of course, in the case of premium goods, the price is not the only guideline for the product, but it is largely the point set as the “normal” price.

#2 Interactions with brands

With the ability to directly ask a question on a Facebook fanpage, post on Instagram, tag on LinkedIn, and more, the consumer has gained a tool to directly engage with a brand. From the point of view of brands, this is an advantage and disadvantage in one – one opinion on a Facebook profile can be detrimental to many other marketing activities. On the other hand, this is the fastest way to express approval for a given brand, e.g. by publishing a photo on the brand’s fanpage.

#3 Checking social media reviews

In addition to Google reviews, which enjoy the not-so-glorious glory of purchased entries, we are increasingly looking at reviews from other customers of a brand in order to verify a given product. An interesting fact is that we most often trust a post that does not have positive reviews alone. This certifies the truthfulness and authenticity of such reviews because as it happens in life, it is suspicious to have 100% good reviews recommending a given product.

#4 Instant gratification

The digital consumer understands how important their data is to marketing. Giving marketing consent opens the gateway to better understanding the consumer, but the consumer must clearly attest that they agree. We leave our email addresses and in return expect a discount on our first purchases, the ability to download a free e-book or access valuable content. It is this system of instant gratification that defines our dynamic behavior in the online space.

#5 Use of promoted offers

A subjectively posted item that highlights an important shift in consumer behavior. We are increasingly aware that we have to pay for the opportunity to promote our offers. We are getting used to it on platforms such as Allegro or OLX, which certify that a given offer is fully authentic, available, and real. The same function is fulfilled by the Google Shopping tab, which allows us to easily compare prices, availability, or delivery time of the product we are interested in.

The above shopping behaviors are a subjective ranking, taking into account the development of modern technologies and parameters that marketers pay special attention to. However, it does not exhaust all the available behaviors, but I hope that my entry was interesting for you.

  • https://www.antevenio.com/usa/the-digital-consumer-in-2019-gets-to-understand-their-needs-better/
  • https://cmo.adobe.com/articles/2019/2/5-consumer-trends-that-are-shaping-digital-content-consumption.html#gs.qdl3a3
  • https://www.customermonitor.com/blog/why-you-should-care-about-digital-consumer-behaviour
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