As we have adapted over the last year, we have seen resiliency and transformation in our personal and professional lives. We have reimagined new ways of approaching our daily lives - including new ways of working, socializing and shopping. Perhaps you began curbside grocery pickup, found your new favorite local takeout spot that began ordering online for pickup or ordered new furniture for your office with the help of an app to preview in your space. Whatever it is, there are bright spots and digital helped facilitate many of these.
With more than a third of consumers shopping online for categories they had not previously bought through digital channels,1 it is evident that the ease of this channel is a welcome addition to our lives. Never thought of buying your mattress online, but considering it now that you are in the market for it? You're not alone, 77% of mattress shoppers are shopping online for mattresses for the first time.2 Put simply, the ability to do so opened us to considering online shopping in different ways than we had before. As we have embraced new shopping habits, retailers are taking notice to make the necessary changes to adapt to new needs. But in order to adapt to needs, knowing the customer is key to driving transformation.
Of the transformations, we are seeing notable differences between new and existing customers. While customer segmentation is not new, the touchpoints and ways of remaining engagement have evolved. Learn how to successfully connect with consumers online, remain nimble and build a personalized shopping experience.
1. Find and connect with new customers on digital channels.
New customers are putting in time and energy to research, with 80% engaging with a digital touchpoint.3 In fact, new customers are more likely to find inspiration on this journey. New customers show that they are three times more likely to be prompted to shop by something they saw, watched, read or talked about.4 Wondering how to inspire this audience?
-
Tap into the creator community for influencer recommendations. With influencer recommendations driving 5x higher customer engagement with new vs. existing customers,5YouTube Brand Connect Influencers can be a key driver.
-
With online video advertising and video each driving 3x higher engagement with new customers,6YouTube is a powerful platform to position your brand.
-
In-store trials remain a critical retail differentiator with 3x higher engagement for new customers,7 so offer local and curbside pickup options to allow for flexibility to experience products.
2. Stay nimble and automate for business outcomes.
Three quarters of new customers engaging with a retailer after a purchase, through visiting a retailer's website/store, writing a product review, returned/exchanged an item, compared with less than half (46%) of existing customers.8 Establishing a relationship with these new customers as they settle into the relationship is critical early on. Personalize the shopping journey and recommendations based on their purchase history with Google Cloud Solutions for Retail.
3. Offer meaningful gifts and occasions to celebrate.
Consumers looking for a special occasion are 37% more likely to purchase from a new retailer.9 With annual searches for "gift sets for" growing globally by over 80% YoY10 and Google Image Searches for "unique gifts for" have grown globally by over 100% YoY11, customers are looking for inspiration that retailers are well positioned to address. Tailor your messaging and website landing pages to inspire customers with Dynamic Search Ads to meet key needs at all stages of their purchase journey.
To learn more about key differences between new and existing customers, read more on our findings here.
Resources
1. Google/BCG "Path to Purchase" Study and Consumer survey, US, Jan 2021, N=6764, Online Shoppers 18+
2. Google/BCG "Path to Purchase" Study and Consumer survey, US, Jan 2021, Online Mattress Shoppers N=324
3. Google/BCG "Path to Purchase" Study and Consumer survey, US, Jan 2021, New Customers Age 18+ N=2,665
4. Google/BCG "Path to Purchase" Study and Consumer survey, US, Jan 2021, Existing Customers Age 18+ N=19,151
5. Google/BCG "Path to Purchase" Study and Consumer survey, US, Jan 2021, Shoppers 18+, Engaged at a store, brand/retailer website, social media, search, video, email, loyalty program, deal website, TV, print, reviews, friends/family, expert recommendations or influencers N=19,151
6. Google/BCG "Path to Purchase" Study and Consumer survey, US, Jan 2021, Shoppers 18+, Engaged at a store, brand/retailer website, social media, search, video, email, loyalty program, deal website, TV, print, reviews, friends/family, expert recommendations or influencers N=19,151
7. Google/BCG "Path to Purchase" Study and Consumer survey, US, Jan 2021, Shoppers 18+, Engaged at a store, brand/retailer website, social media, search, video, email, loyalty program, deal website, TV, print, reviews, friends/family, expert recommendations or influencers N=19,151
8. Google/BCG "Path to Purchase" Study and Consumer survey, US, Jan 2021, Shoppers 18+, Engaged at a store, brand/retailer website, social media, search, video, email, loyalty program, deal website, TV, print, reviews, friends/family, expert recommendations or influencers Existing Customers N=16,487 New Customers N=2,665
9. Google/BCG "Path to Purchase" Study and Consumer survey, US, Jan 2021, Shoppers 18+ N=19210
10. Google Data, Global English, Sep 29, 2020 - Nov 27, 2020 vs Oct 1, 2019 - Nov 29, 2019
11. Google Data, Global English, Nov 3, 2020 - Jan 1, 2021 vs Nov 3, 2019 - Jan 1, 2020
via https://ift.tt/2Jn9P8X by Jane Butler and Kevin Fried, Khareem Sudlow
