Blog articles about eCommerce

6 steps to identify and untangle today’s consumer decision journeys

6 steps to identify and untangle today’s consumer decision journeys

By Mike Mabey, Laurie Gaby and Michael Hetherington on April 12, 2021

Uncovering more accurate and actionable consumer decision journeys

Nearly all consumer decision journeys have shifted over the past year – new journeys have emerged, while others have been reshaped.

You may be wondering how to best drive consideration and purchase of your brand. For many of our clients, the answer lies in untangling the messy omnichannel decision journey.

With an abundance of online and offline triggers, touchpoints, transitions, and interactions, that means an equal number of paths-to-purchases for consumers. How can you gain clarity here and take action to influence their decisions?

Continue reading
Drive digital marketing success by unlocking the mind of online shoppers

Drive digital marketing success by unlocking the mind of online shoppers

By Marina Georgieva and Chrislyn Tang on February 11, 2021

Psychographics offer brands valuable, but often overlooked, clues about how consumers make decisions online.

When looking to understand and influence the online shopper journey, there is often a tendency to focus on touchpoints, like social media, reviews and online retailers. However, there is another alternative view of segmentation digital marketers could consider – psychographics.

Because consumer journeys are highly personal – as they are dependent on traits, habits and context – consumer behaviors aren’t homogenous. Psychographic segmentation (personality traits, beliefs, values, etc.) can add another level of accuracy to predicting online decision behavior. Your digital marketing strategies and spend could be more impactful, generating greater online conversion and loyalty, when truly customized to “best fit” your audience.

Read on to learn how different personality traits can affect online decision making. Understanding and applying these insights can give you a competitive edge to ensure consumers choose your brand online.

Continue reading
Lessons learned: 3 pitfalls brands should avoid post-crisis

Lessons learned: 3 pitfalls brands should avoid post-crisis

By Arne Maas on June 18, 2020

People are poor predictors of their own behavior. Context changes corrupt their intentions. A context change may be as simple as a product discount, or as complex as a severe crisis. In both situations, the question is whether behavior changes, and particularly whether it will subsequently stick. We argue that, after the current crisis only a few new routines will establish. Trend lines from before a crisis will be similar after the crisis, maybe somewhat mitigated or accelerated.

Here we reflect on past crises and share 3 pitfalls consumer brands should avoid in preparing for the recession.

Continue reading
How to optimize eCommerce strategies amidst disrupted consumer behavior

How to optimize eCommerce strategies amidst disrupted consumer behavior

By Mini Kalivianakis and Mike Mabey on April 15, 2020

COVID-19, stay-at-home guidelines and in-store shortages triggered and forced a dramatic change in consumer habits and choices. A massive acceleration in online behavior is one of the most visible changes. Whether the choices that consumers make during the COVID-19 crisis become a new habit or not, understanding online consumer behavior will be increasingly important in the future.

We recently hosted a webinar where we explored what the new normal may look like and what eCommerce actions you should consider. Watch the on-demand webinar here or read on for three proven eCommerce strategies that can drive online engagement and conversion.

Continue reading
How brands can be relevant during the COVID-19 crisis

How brands can be relevant during the COVID-19 crisis

By Arne Maas on April 8, 2020

Consumer behavior is usually embedded in daily habits; sometimes consumers make more deliberate decisions. COVID-19 triggered a dramatic change in the context of consumer decision making: Many daily habits have come to an abrupt halt; more decisions are now deliberate.

Your company is probably feeling the immediate impact of these behavioral shifts and you may be charged with adapting short-term marketing strategies accordingly.

Continue reading
Marketing strategies post COVID-19: What you should know about decision behavior

Marketing strategies post COVID-19: What you should know about decision behavior

By Karin Lieshout on April 2, 2020

COVID-19 has radically changed the context in which we make decisions, disrupting many habits. No one can predict if the behavioral shifts will last or what the recovery period will look like.

Online shopping and media consumption will undoubtedly continue to grow (as it was pre-COVID-19) … but to what degree? Will brand-loyal consumers who switched brands due to limited stock eventually return?

Continue reading
Increasing online conversion by reducing psychological distance

Increasing online conversion by reducing psychological distance

By Paul Janssen on October 24, 2019

From clicks to cart: making smarter use of product images

In today’s crowded online marketplace, we all face the same challenge: how do we attract and convert shoppers? While increased media spend is an almost guaranteed way of attracting more people to an online platform, getting them to actually buy is a whole different ball game. Many online retail giants aren’t forthcoming with behavioral data, so knowing how visitors think and behave from the time they land on the platform until they check out, is a blind spot for many of us.

Continue reading
How VodafoneZiggo optimized its portfolio by better predicting consumer choices online

How VodafoneZiggo optimized its portfolio by better predicting consumer choices online

By Wessel Roose on August 9, 2019

Understanding decision-making and choice overload in crowded markets

In today’s highly competitive telecommunications market, consumers face an abundance of choices online. To thrive in this environment, your product portfolio strategy should be optimized based on how decision-making is changing. You need to know how customers identify the best carrier and plan for their needs. And that’s where the most accurate customer and market insights can help.

Continue reading
How Constellation Brands is overcoming mobile shopping challenges in the alcohol category

How Constellation Brands is overcoming mobile shopping challenges in the alcohol category

By Mike Mabey on March 15, 2019

What you missed from Quirks Brooklyn ‘BYOB (Build your online brand)’ session

“How many of you have purchased alcohol online? What about groceries?” This is how Lisa Caro, Director of Insights & Analytics for Emerging Opportunities, Constellation Brands, kicked off her remarks to a room full of insights professionals at The Quirk’s Event in Brooklyn. The responses to those two questions reflect the challenges and opportunities that alcohol brands face in eCommerce.

Continue reading
Optimizing subscription pricing with a new approach to segmentation research

Optimizing subscription pricing with a new approach to segmentation research

By Wessel Roose on February 6, 2019

Today’s subscription economy not only presents consumers with more choices, but also more personalized experiences. For telecom, tech and online brands these heightened expectations place even greater pressure on maximizing the revenue per user.

Whereas in the past you could position your products and services based on traditional demographic insights, those rules no longer apply today — especially when it comes to pricing.

Continue reading