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BizReport : Ecommerce archives : February 04, 2015

Report: Personal connection tops engagement list

When it comes to engaging consumers a new report indicates it isn't all about mobile websites or a redesigned ecommerce hub. Researchers with SAP have linked engagement with personal experience - specifically personal connection.

by Kristina Knight

If you want to engage more customers and keep them coming back, get personal. And we don't just mean with personalized content or ad targeting. New data out from SAP indicates face to face interactions influence the final buying decisions for 60% of consumers; 43% have short-listed retailers with whom they've had personal contact.

Researchers also found:

• 75% of consumers first use online search to research products/brands
• 71% also look to social media
• 60% say they don't generally trust salespeople

"When selling to empowered customers, there is an expectation that the sellers know more than the buyers," said Jamie Anderson, senior vice president, Marketing, Customer Engagement & Commerce Solutions, SAP. "And more importantly, customers want to be sold in ways that are contextual, relevant and personal. Therefore, companies are expected to create unique and personalized interactions, which keep customers engaged along every step of their buying journey."

How can brands create trust without turning off customers?

First, earn it. The report points out that most consumers (88%) want to feel good about their purchases; that feeling is directly linked to how the shopper learned about a product or service and, from there, how the brand treated them.

Second, don't can every sale pitch. According to SAP 80% of consumers believe sales people have 'canned' sales pitches. Those pitches are turning off consumers, many of whom believe that because of their research they are more prepared than the sales people on approach.

Image via Shutterstock

Tags: customer engagement tips, ecommerce, ecommerce trends, retail tips, retail trends, SAP

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