The idea distilled…
How consumers interact with and feel towards technology is a better predictor of human behaviour than demographics. By appealing to a customers Technographic profile, brands have the opportunity to halve cart abandonment and increase loyalty.
If nothing else, three things to fuel your growth…
- Consider the difference between product and journey design: Product strategy and the shopping journey should be treated separately—what we need from a product isn’t always what we need during the purchase process.
- Fast does not equal ‘frictionless’: We often mistakenly equate digital and quick experiences with being frictionless, but not all friction is bad. It’s crucial to recognise hidden frictions, such as cognitive friction, and the value of tactile experiences in creating meaningful interactions.
- Consider the difference between product and journey design: Product strategy and the shopping journey should be treated separately—what we need from a product isn’t always what we need during the purchase process.
- Focus on creating and measuring positive experiences: Enjoyment during the purchase process is becoming a key factor in building customer loyalty.
Some Additional Food for Thought
- The postures are not defined by any strong demographic lens. For example, more than a third of our most technologically positive posture are over 50’s.
- The technographic postures are similar in how ‘tech progressive’ their journeys are across certain categories, despite being generally different in how they like to shop: this suggests they’re shaping their behaviour to fit the category, rather than shopping in a way that’s most natural to them.
- The findings provoke thoughts on which categories could benefit from simplifying the journey for the less tech integrated and as such better avoid basket abandonment etc., and conversely where can they offer better online options for the tech savvier consumers.
