The key question to ask is how will trends develop over the next year? Let's dive into 5 key factors to consider.
Yep, I know right - consumers aren't just searching for "plant pots" they are being much more specific, they are looking for inspiration too. Their searches include "plant pot in living room ideas" or "plants in the house ideas". With this in mind, try to think of your online platform as a window, the more inviting it looks, with your items in a "setting" the more your customers will focus. In the period whilst our shops can't be open, keep them updated with your window displays (the physical ones) to entice them to come and have a tangible experience when we eventually can.
Of course they do! We all do, in a separate article, I discuss the "near me" searches that consumers use and this will remain strong in 2021 with the added value of sustainability. We need to showcase to our customers that we are doing what we can for a positive environmental impact.
It's increasingly important for businesses to be part of the conversation. While talking authentically and consistently about how you plan to tackle these issues is key, talk also has to be backed by action.
So where to start? You could go beyond point-of-sale donations, and give customers the option to donate reward programme points to local nonprofits. Creating a local, community feel.
We all want value, and I'm not just talking about discount. I'm talking about a full value process.
Firstly, make offers easy to find to streamline consumer decision-making. Also consider well-established behavioural biases such as the power of free, particularly in the current climate. As online decision-making becomes even more complex, incentives like this can help consumers make their final decision to buy. At the same time, ensure that your platform is offering them the personal value they need. Take point number 2 into consideration. If you do this, your customers will value you, and create the loyalty we all want and need.
Customers now expect their interactions with every business to mirror the experience they receive from well-established, delivery-focused services. To meet these shifting needs, consider offering next-day delivery, allocated time slots for click and collect, and easy pick-up for returns.
I urge you to use Grow my Store with Google, they have done a really impressive update. This free tool helps you see how you compare to other retailers, access to tailored marketing reports and consumer insights specific to your industry, its a no brainer!
I have mentioned using Grow my store, but there are so many other platforms which will help you grow your business in these unusual times. Your customers will be unpredictable with their needs changing over the coming year. Keep updated with Google Trends and also Think with Google (my personal favourite) so you're one step ahead.
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