To Keep Your Customers, Keep It Simple
To Keep Your Customers, Keep It Simple
There is getting to be a tremendous amount of marketing messages being directed at the consumer. The amount is raising everyday. Brand loyalty no longer exists; only whatever brand or store gives the best deal. Marketers have been thinking that the more information they give to the consumer, the more it will help hold on to these progressively more unfaithful and unfocused customers. Quite the opposite is occurring. The overwhelming amount of information is not enticing customers to purchase, but instead is pushing them away with this persistent and impractical efforts to engross their business. Really the consumer just wants simply, simplicity from the marketers. This is the ease with which consumers can gather trustworthy facts about a product and assuredly and proficiently weigh their purchase options.
What marketers want is to make the customers “sticky”. This means the marketers want to make it so that the customer will follow through on a planned purchase, become repeat buyers (buy the product again and again), and have the customer recommend it to other people. In order for consumers to navigate through this purchase journey, marketers must simplify the customer’s decision making process.
The companies that have been showing to have the most effective marketers are doing this by having a more effective path by reducing the number of information sources consumers must trace while moving on the way to a purchase. Their marketers deliver trustworthy bases of merchandise information and endorsements; and their marketers offer tools that allow consumers to consider their options by identifying the features that are most appropriate to them.
Consumers are becoming paralyzed from too much choice and/or too much information. This excess choices and excess information problem brings about the human desire for overthinking trivial decisions and second-guessing choices. A small purchase decision can become complicated and time consuming making consumer very unhappy. This a lot of the times makes the consumer forgo the purchase altogether causing a lost sale.
The simplicity that customers want is not about trusting the brand; they want to know they can trust the information that was gathered. They want information from who they feel are reliable. These are similar customers with similar problems and concerns. The mother of two children wants to here information from another mother of children. A mechanic wants to obtain information from another mechanic. These similar customers can relate to each other. Marketers must build groups of trustworthy advisers rather than simply having recommenders who push the brand. These must include this group of customers who relate to other customers.
One very good consumer tool is the side-by-side product comparison. The current marketer’s goal should not only be to help