Messaging “Monitor Screen” Shoppers: How to Reach Online Window Shoppers in the Savvy Ecommerce World
If You’re Not Amazon, What Do You Do?
Well, it turns that Amazon has been thinking about this for quite some time, as evident by their huge investment in a seemingly irrelevant offering: Amazon Fishbowl with Bill Maher, a weekly, whimsical talk show custom-made just for Amazon, featuring big stars, relevant ads, and another reason for even the most uninterested browser to remain on their site.
But if you’re not Amazon with tens of millions to throw at obtuse and unproven tactics like this, (unproven maybe, but absolutely addressing one of our more irrational behaviors, thus, functional), what ever can you do?
For starters, try events. And don’t be stingy — put calendars on your site. Nothing draws diversion-seekers with cash in their pockets faster than wild, noisy gatherings; they’re certainly not about to be left out of the fun. Check out this footwear manufacturer: http://www.merrell.com/OTR/EventCalendar.aspx.
How about chronicling a story? Whether you sponsor a regular Joe or Fat Joe, there’s a story to tell that you’re probably not telling. (Since we can’t all have Nike’s roster of interesting stories to tell — and hopefully, we’re also smart enough to leverage those stories — don’t be embarrassed to focus on the ordinary user of your products). Their story is meaningful because all stories, when well told, are meaningful. And your monitor-screen browsers will stick around to get to know that story. Of course, culture-defining commercials certainly work, but when the hottest agencies, biggest media budgets, and overwhelming public relations aren’t at your beck-and-call, try something simpler. See what I mean: http://marmot.com/.
And don’t be scared to let the picture do the talking, since, as you know, they’ve got much to say. The success of digital photo albums online should have alerted you to how much value everyone places on visual perspectives. If your photos are drab representations of the real thing, you’re drab. If your photos are vivid and exciting, you’re worth the effort of a click or two. Even Amazon hasn’t figured this one out yet. But these guys have: http://www.redenvelope.com.
When you’re at wits end, with nothing to do, and no where to go, you should waste some time “monitor-screen” shopping. Being the savvy marketer that you are and fully aware of the short-term, feel-good effects of shopping, engage in this experience with the express purpose of being delighted, not sold.
Despite the awfully high-tech tracking software employed by most retailers these days (maybe even you) and your system’s familiarity with your shopping habits, a familiarity that supposedly parallels your best friend’s, I can almost assure you that your browsing experience will seem less rewarding than the one you hoped for, and you certainly won’t end up buying anything.
As is the case for most of your “monitor-screen” shoppers, you’ll most likely end up encountering an experience that ends up in frustration, not delight, simply because you weren’t aware that you weren’t catering to the behavior of browsing-without-intent-to-buy. Now, you know why that pesky 80% isn’t contributing to your bottom line as much as your favorite 20%.
Reader Comments.
This world is just getting better and better. Such a great idea especially for those who are lazy enough to go shop. Hmm…what difference could it make if we use nets than personally purchase items? SAve time and effor indeed.
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