The Doppler Quarterly Summer 2017 - Page 49

Retail Moments That Matter The Retail Moments that Matter Shopping micro-moments often start when people have a need or desire to purchase a product and they begin thinking of ideas. This leads to research and eventually purchase. These moments tend to fall into one of three categories: I-need-some-ideas moments happen when people have general awareness of the product category they’re interested in, such as living room furniture, but they haven’t yet narrowed down their choices to an exact product. Which-one’s-best moments a.k.a. consideration I-need-some-ideas moments moments — happen when people turn to their phones in short bursts of activity to compare prices, brands and specs, and read product reviews from trusted sources. I-want-to-buy-it moments happen when the research is done and it’s decision t ime. People make a choice about which brand or retailer to buy from, and whether to buy online or in-store. With these moments in mind, how can you ensure that you’re there for shoppers? First Step is to Be There and Be Useful Which-one’s-best moments What micro-moments mean for retailers is this: It’s less important for a shopper to be present in-store than for the store to be present wherever and when- ever a shopper needs them. You’ve got to figure out new ways to show up with helpful information when those moments occur, whether it’s 2 p.m. or 2 a.m. There are two ways to do this: Be there: Identify the most important micro-mo- ments and commit to being there, whenever and wherever a shopper is searching, especially on mobile. Be useful. In a consumer’s moment of need, meet them by providing valuable information—whether it’s product reviews, video tutorials, or the ability to pur- chase right away. I-want-to-buy-it moments The first step in being there and being useful is understanding and acting on shoppers’ intent and their context. Intent is what the shopper wants in any given moment (Is she looking to browse or to buy?), while context includes her location and the device she’s using. SUMMER 2017 | THE DOPPLER | 47