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