Targeting the Best Shoppers

E-commerce ventures, just like retail stores, will sell their merchandise to three types of customers: the customers who know what they want and go get it, the customers who want to buy something but are undecided, and the potential customers who merely browse the Web.

The more directed the shopper, the easier the sale – as long as that shopper can quickly and easily find the product online, get all the information on the product and then complete the purchase. Therefore, websites should concentrate on the shopper who came for a product and wants to quickly and easily purchase that product.

The well known Amazon.com has a small search box that allows its customers to search for any product by title, author, artist, or other applicable data, the quickly lists all available versions, prices and the average shipping time of that product on the screen. One click shopping allows past customers to purchase the book or books without reentering credit card information. The directed shopper can access, buy, and leave the site with minimum effort.

However, sites that ignore the less directed, undecided buyers will miss a good deal of clientele. If site and products attract these types of buyers, it must be prepared to develop a storefront that help them easily and quickly browse products by brand, age, manufacturer, category, price and any other appropriate criteria. These shoppers will buy when they find a product they like, so they should be exposed to as many products as possible.

The least directed, browsing shoppers are the most difficult to convert into buyers. Personalized searches, specialty shops, hot products lists, and online promotions help attract these shoppers, who often will be drawn to a website’s “glitter’” or its look and feel, rather than its content, service, or products.

Sophisticated marketing campaigns and online tools such as generalized, all product queries; chat room and discussion groups; and other promotions can help turn these browsers into buyers, but a website should not count on these shoppers to succeed. Targeting a strong and directed base of customers is essential.
Targeting the Best Shoppers