Are you the Point of Decision?

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Today, shoppers have more options... More touchpoints, more communication channels, and more information than ever.

With growing competition and more discerning and demanding customers, it’s increasingly difficult for businesses to stand out and influence buying behavior positively and effectively.

BUT...
Shoppers are also more willing to stick with a trusted retailer or brand. As long as they can keep up with them!

The Point of Decision = The preferred shopping destination that shoppers go (back) to, to make a purchase.

The Point of Decision = Higher Customer Loyalty, Brand Advocacy, and Referrals + At least 40% direct traffic
which translates in lower traffic acquisition costs.

The Point of Decision is not about size. You can be a small business or a big player. It’s not about your location. You can even run your business out of Buford (Wyoming).
It’s all about your (differentiated) experience.

Striving to become the Point of Decision is not a luxury, but a necessity to the survival in a competitive landscape.

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Are you the Point of Decision?

  1. 1. Are you the Point of Decision? How You Know If You Are, What You Need To Do To If You Aren’t, Why You Should Care (And, ...What’s The Point?)
  2. 2. So, what’s the point?
  3. 3. Today, shoppers have more options... Your potential customers have more options, more touchpoints, more communication channels, and more information than ever.
  4. 4. The average shopper uses 10.4 sources of information to make a purchase decision (zeromomentoftruth.com)
  5. 5. ... and fewer reasons to be loyal! With growing competition and more discerning and demanding customers, it’s increasingly difficult for businesses to stand out and influence buying behavior positively and effectively. Shoppers have more options...
  6. 6. Shopper Loyalty Retailers 20% CE Manufacturers 18% Retail Banking 30% ISPs 22% Telecommunications 24% (Accenture's Global Consumer Pulse Research, 2011)
  7. 7. BUT... Shoppers are also more willing to stick with a trusted retailer or brand. ... as long as they can keep up with them!
  8. 8. 43% of online shoppers decided to shop at a maximum of two to five different retailers (PwC, 2013)
  9. 9. Where the magic happens.
  10. 10. The Point of Decision The preferred shopping destination that shoppers go (back) to, to make a purchase.
  11. 11. At least 40% direct traffic which translates in lower traffic acquisition costs (CoCA) The Point of Decision Higher Customer Loyalty, Brand Advocacy, and Referrals
  12. 12. Direct traffic is the most valuable traffic with • generally higher conversion rates compared to paid and organic, • higher average spend per order, and more engaged shoppers • who stay longer and view more pages. How does your direct traffic compare?
  13. 13. So, what is the Point of Decision about?
  14. 14. The Point of Decision is not about size, You can be a small business or a big player
  15. 15. it’s not about your location, You can even run your business out of Buford (Wyoming)
  16. 16. it’s all about your experience. differentiated
  17. 17. Point of Decision Businesses excel at • really understanding what their customers want, • making shopping and product selection easy, • providing a great shopping experience, • and giving shoppers enough reasons to trust and regularly choose them over the competition. Characteristics of Point of Decision Businesses
  18. 18. Evolution to the Point of Decision Striving to become the Point of Decision is not a luxury, but a necessity to the survival in a competitive landscape. STAGE 1 STAGE 2 STAGE 3 STAGE 4
  19. 19. Stage 1. Products Your online shop features: • Broad, Deep and/or a Very Specialized Assortment • Effective and Fault-tolerant Site Search • Clear Navigation • Faceted Search With Relevant Labels • Mobile Shopping Capabilities Show me what you sell
  20. 20. Stage 2. Information AND, your online shop features: • Sound, Complete, Structured, and Consistent Product Information • Online Product Comparison Tools So, what do you REALLY sell?
  21. 21. Stage 3. Details and Trust AND, your online shop features: • Third Party Ratings and Reviews • High Quality Product Photography and/or Product Videos • Social Shopping Applications • Live Chat • Easy Checkout, Multiple Delivery Options and Payment Freedom Is it any good?
  22. 22. Stage 4. Great Experience AND, your online shop features: • Truly Personalized Experience Dynamic Content, Guided Selling, Personalized Recommendations • Seamless Mobile Shopping Experience Why should I get it (from you)?
  23. 23. Are you a Point of Decision? STAGE 1 STAGE 2 STAGE 3 STAGE 4 Products Information Details Experience By 2020, customer experience is expected to overtake price and product as a key differentiator (Customers 2020)
  24. 24. You stand out in the eyes of your customers and offer a truly differentiated experience. You deliver beyond product and pricing. You add value by making shopping hassle-free and easy for all your shoppers. You evolve with the customer, are not afraid of digital innovation, and obsess over improving your customer experience. Are you a Point of Decision?
  25. 25. Contact us: North America: (888) 414 8764 | EMEA: +43 1 890 5318 - 0 | info@smartassistant.com The Leading Technology For Guided Selling Solutions for those who want to create personalized shopping experiences across all touchpoints, and are eager to help shoppers make confident, faster, and smarter purchase decisions. smartassistant.com guided-selling.orgFor more information visit and the blog

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