The other day I was on grocery-store duty, picking up some dinner items and restocking the usuals. I happened to be in the aisle with baby food and toddler necessities and spotted a young mom near a branded sign indicating new items had been introduced at this store. She had the new item in one hand and her phone in the other – I could tell her interest was piqued and she had grabbed her phone to find information on the brand.
Since women make the vast majority of purchasing decisions, and choosing products for infants is a crucially important decision, I recognized the moment likely marked the beginning of her customer journey. Right there in the grocery store aisle and on her phone, she might find something she liked, add it to her cart, and continue to purchase and interact with the brand.
Survey after survey continues to show that modern shoppers are constantly looking to connect on their own terms. Reading up on new 4K TVs before bed, comparing car reviews on your lunch break or, like this woman, seeking out an omnichannel experience in the midst of a shopping decision.
Those opportunities for connection come up in what Google terms “micro-moments,” that instinctual and immediate need for information wherein we grab our smartphones to check in with the world wide web.
People who use a mobile device for research in those moments are primed to make a purchase. We know that. But how vast is that phenomenon? Ninety-three percent of people who do mobile research make it to the checkout line. That’s incredible.
I didn’t need this woman in the grocery store to tell me that our purchases are shaped by access to and experience with information in those micro-moments. I already know that addressing a full spectrum of customers’ needs means they can depend on you, prompting loyalty.
Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication, should be your brand’s baseline for communicating with those customers seeking connection. By listening to their wants and anticipating their needs, you position your brand to be the first stop in the midst of those micro-moments. A prepared, involved and engaged customer is a happy one. And a happy customer returns again and
again, presumably to buy the rest of baby food flavors.
As Vice President of Sales, Rob is responsible for growing the client base and market share and helping his sales team achieve their goals. He also develops partnership opportunities and industry relationships. Rob focuses on generating consistent results, utilizing sales and opportunity management tools and implementing best-of-class sales methodologies all of which have enabled him to build a scalable sales organization. He continually studies how metrics, leadership, culture, and innovation drive business value in the SaaS and marketing automation fields.