The idea distilled.
Australia’s Retail industry has evolved during COVID to embrace both physical and digital (“bricks and clicks”) sales channels, challenging marketers to adeptly navigate this dual landscape. Furthermore, this transformation underscores the vital role of content and publishers in acting as intermediaries that influence consumer decisions within this new retail environment.
If nothing else, four things to fuel your growth.
- Two common ‘ideal states’ drive why we shop, either ‘seeking pleasure’ (includes inspiration, distraction and connection) or ‘growth’ (individualisation, empowerment, or education), this primary motivating force provides clues to the most effective mental short-cuts (biases & heuristics) to drive a consumer to purchase
- Given the now common complex, messy and non-linear purchase journeys across categories, marketers are challenged to have a greater understanding of the key moments / or gateways in this purchase journey and how best to trigger their target customers to the next stage
- Retailers need to think like experience designers, both in-store and online, and ensure they are winning within the mental, physical and digital contexts of their consumers.
- Content publishers with an established and trusted audience relationship can be powerful allies in helping their audience with their needs, helping educate them on their options and influencing their next purchase, as a result.
Some additional food for thought…
- Online Sophisticates and Male Millennials, though only 13% of online shoppers, drive 41% of eCommerce value.
- Personalized content, especially shoppable video, significantly influences purchases, with 39% of consumers valuing content relevance.
- Trust is fostered through authenticity, with reviews and recommendations highly impacting buying decisions.
- Meeting consumer needs through individualization and empowerment is crucial, as these are the top-ranked consumer desires in enhancing their shopping experience.
