Know Me, Impress Me: The Secret to Winning Today’s Digital Shopper

Consumers don’t mind being reminded, they mind being ignored. When shopping online, a majority of consumers abandon their carts before checking out. However, consumers spend hours browsing online shops, at rates higher than ever before. This imbalance brings up and important question for business leaders, not how to push products but how to pull in more sales.

Image Credit: Luis Gonzalez-Zuniga

What Pull Purchasing Means & Why It Matters

         Pull purchasing can be seen as the act of guiding a customer to make a sale with intentional, personalized marketing efforts that mimic their needs. Its less about bombarding the customer with multiple spam emails, texts, or calls, but more calculated messages and reminders that can make the customer feel more seen and valued.

         Consumers today are always browsing on their phones, comparing items, prices, and quality across a variation of online stores. With an increasing number of customers abandoning their carts, without a pull strategy many brands run the risk of becoming obsolete and losing out on valuable sales and customer relationships that can benefit the company in the long run. That being said, pull purchasing is not about manipulation but rather recognizing customer needs and behavioral patterns in order to meet them in the middle and reinforce their decision to purchase from your brand.

How to Apply It

• Reminders: Reminding consumers of unpurchased items left in their carts, unused promotional codes, or on going sales can bring more attention to your brand and help consumers feel more appreciated.

• Promotions: Personalized promotional codes, birthday codes, or in store coupons can help consumers feel recognized by your brand in turn feeling more inclined to make a purchase.

• Suggestions: Analyzing past purchases from consumers and suggesting accessories or similar products can exude a sense of trust and recognition in consumers that can go a long way for your brand.

  
  

Takeaways

         Gregory G Maloney said it best, “Know me and impress me”. Brands that recognize this, and adopt it can turn ordinary, cart abandoning consumers, into loyal customers. And as we know, loyalty can be one of the biggest assets a brand can have.