Guiding Consumers Through the Buying Process
By: Kimberly Grant
I have a question for you: When was the last time you shopped without using your cell phone? Before you answer, think about it. It’s been a while huh?
Nature vs. Nurture or Tech-savvy?
It’s not a habit we learned from our parents. They didn’t shop with cell phones, because they weren’t as smart as they are now. The cell phones, not the parents. No, no. Our parents shopped catalogs and sales leaflets from the mail. These days, we have every sale, deal, coupon, and everything in between at our fingertips when it comes to shopping. The need to get more bang for your buck is a driving force for most consumers; at least, those who are not a part of the upper class.
The buying process has changed over the years, as well. These days, a consumer’s buying process goes a little something like this:
- Problem recognition (realization of a need)
- Information search (search for a product or service to meet the need)
- Evaluation of alternatives (finding the best deal)
- Purchase decision/purchase (making the purchase)
- Post-purchase evaluation (deciding if the product or service actually met the need)
Read: Deals
The above may seem excessive, but if you think about the last time you made a major purchase, you probably did all of those things. I went through this same process when it was time for me to replace in an exterior door in my kitchen. I realized the need when the door was practically hanging off of its hinges. I completed phases 2, 3, and 4 on a handy phone app called Thumbtack. Through the mobile app, I was able to express my need, find three companies who specialized in exterior door installation, and narrowed my search down to a reputable company with good reviews.
I ended up purchasing a high-impact door from Home Depot and paying the company to install it. Because Thumbtack vendors are usually startup companies, there was a mutually beneficial exchange after I completed my purchase and installation. The company checked in with me a few days later to make sure I was satisfied with my door installation and then asked for me to give his company a good review on Thumbtack so that he could continue to generate business.
Marketing to the Consumer’s Process
Knowing the consumer’s buying process seems like frivolous information to some. But being able to know your customers’ journey from decision to post-purchase is important. Think about all of the ways you can keep in contact with your customer until they’re fully satisfied (and giving you a good review).
Part of marketing problem recognition is advertising your products or services and all the ways these things can solve a problem the consumer may not realize they have. Thumbtack, which is only an app for information, is quite good with most of the buying process. When I recognized my need, I already had the Thumbtack app installed on my phone. I used Thumbtack and Google.com for research, evaluation, and estimate gathering before I made my decision. After I made my decision, I used Thumbtack and Google.com Reviews to give the company a good review.
Exchanging is the Old Barter System
We may not be living in ancient times when people purchased goods and services with other goods and services. However, we are close to it. Many companies aren’t just looking for revenue. They’re also looking to connect with their consumers to see where they can improve and to gain more customers. It’s beneficial for all parties and it makes the buyer’s process feel more complete.
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