MoneyOnComputer

[mostakimvip05]

I've been shopping a lot lately, and no matter how annoying store clerks can be, you have to admit, they know their stuff. I'm one of those people who just hates it when a store employee walks up to them with a smile on their face and asks if I need any help shopping. No, I don't. I know exactly what I want and where to find it. Five minutes later, I realize that I don't know what I want, I don't know where to find it, and I actually want help.

I don't want to brag, but 2 months ago I bought a new laptop. I knew I wanted an HP laptop, I knew it had to be a 17-inch one so I could watch Netflix like a gentleman, the battery wasn't important, the computer had to have a lot of memory, and I didn't want to pay for an SSD because old school is good enough. And I didn't want ANYTHING extra with the laptop. No case, no backpack, no mouse, no extended warranty - nothing. I came out of the store with a 14-inch Dell laptop, with an extra-long battery, an SSD, a Logitech mouse, a nice leather laptop case, and 2 years of extended warranty. And I had no idea what had happened.

If you analyze the matter, it is actually quite simple: consumers have a more or less elaborate idea of ​​what they want to buy – but usually a smaller part is dominant. This means that we are open to suggestions, that we can be motivated to buy something we did not plan, and that we are mostly in a semi-rational state – I always like to imagine that I am a very rational shopper with robotic precision and willpower. In fact, I can easily be persuaded to pay 100 EUR more for something that is better, or to buy one or two additional things if it makes sense.

And what's the point here, Črt? No one cares about your shopping.
The point is, all you brick-and-mortar merchants out there are good at playing brick-and-mortar, but you absolutely suck at online. And I’m trying to figure out why. Gone are the days when websites and technology prevented you from providing superior customer service in the digital world. Ultimately, you have to face the truth – the underpaid salesperson in your store has more drive and sense to sell me something than your digital marketing team.

Let’s look at upselling – when was the last time you took the time to really plan how to sell additional products in your online store? You have a complex and comprehensive purchasing strategy for your brick-and-mortar stores, and the positioning and pricing of your products are carefully planned – why would anyone bother to do the same online, right? We’ll put 5 random laptops in the upselling carousel, and that’s it. Later, we’ll wonder why we didn’t upgrade our sales.

Let's look at cross selling - same thing. You're going to add a couple of random products to the carousel - you don't care if I'm buying a laptop for 2,000 EUR, you're going to try to cross-sell me the cheapest laptop bag for 10 EUR and a random off-brand wireless mouse. Because no one brazil telegram data can be bothered to actually plan and set it up. While your salesperson will follow me almost to the exit trying to convince me that I really need another product, you can't set up a checkout or cart abandonment pop-up.

God forbid you waste time with something as complicated as an abandoned cart that can literally be set up in less than a day by a high school student with a little basic computer knowledge.

What about information – your salespeople are a treasure trove of information about brands, models, and are great at finding the right product to fit my needs and problems. On the other hand, as an agency guy, I struggle every day to convince my clients to put some useful content on their website , and God forbid I mention a blog or regular content posting. Nobody reads that, it’s a waste of time. If you really think your customers are experts on everything you sell – shavers, laptops, TVs, refrigerators, sofas, beds, kitchens, sports equipment, and more – you really need to talk to your sales staff. And do it now.

You have an advantage – but you don’t seem to know how to take advantage of it. You can use marketing automation to identify past customer activity and what they’ve purchased – you can advertise to people based on their characteristics, the things they like, or the shopping interests they’ve indicated online. You can track their abandoned carts, you can re-engage them with cross-sell products after they’ve purchased, you can send them emails, you can show them responsive, personalized dynamic ads across platforms, you can publish posts, use videos, set up product reviews, work with influencers, and so on.

Your salesperson will start with, “Hello, how can I help you?” and beat you to the punch.

It's time to sit down with your offline team and understand how they convince customers.
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And then you need to translate that into the digital world – all the tools are there and you already have a strategy that works. You just need to digitize it.

Kudos to the retailers.

If you're a digital marketer, then next time you go to the store, don't be mad at the salespeople - instead, try to learn something.