“Today’s shoppers don’t go to a store to determine which TV they want – they already know which product they want when they arrive.” says Sam Decker, Chief Marketing Officer at Bazaarvoice. We at ShopSocially, have been talking about how the online market place needs new tools to leverage the power of social recommendations. In his article on ClickZ, Sam explains how traditional merchandising efforts don’t translate to the web and that shoppers don’t trust traditional marketing material anymore and want to hear from people like them. He has dissected the process which shoppers use to buy products online into three simple phases – Discovery, Choice and Validation/ Confidence. Discovery can start at the search engine but more recently seems to begin at social networking sites. Shoppers read reviews and stories from “poeple like them” to make or reduce choices. Finally, validation occurs by reaching out to a network of friends before making the final purchase.
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