Consumers researching water heaters, windows, and farm equipment are the most likely to call retailers after performing a search. Call extensions are an effective tool for retailers to drive more calls to their locations or contact centers (Source: Google).ġ8. 37% of retail shoppers call directly from paid search ad call extensions. Consumers usually call when shopping for more expensive retail goods, since these are considered purchases and often require a conversation with a live agent to clear up questions (Source: Google).ġ7. $119 is the mean price point at which retail customers are likely to call. Since the majority of shoppers run search engine queries on mobile devices, this represents a huge quantity of calls to retailers (Source: Google).ġ6. Consumers running mobile searches are 39% more likely to call a business. Retail Marketers Can’t Forget Phone Calls, Which Are Often a Critical Part of the Consumer Journeyġ5. To address this concern, retail marketers need to gain visibility into all touchpoints - both online and offline (Source: RetailNext). 84% of consumers believe retailers should be doing more to integrate their online and offline channels. In almost all retail verticals, the majority of shoppers start the research process with a search engine query (Source: LSA).ġ4. Consumers researching water heaters, auto parts, bicycles, and mattresses are the most likely to research products via search engine. The overwhelming majority of retail consumers start their journey with online research (Source: GE Capital Retail Bank).Ģ. 81% of retail shoppers conduct online research before buying. The Retail Consumer Journey Often Begins Onlineġ. To acquire more customers in 2024, retail marketers are optimizing their digital ads to drive more high-quality calls and personalizing the caller experience to increase call conversions. Customers use the call channel to ask questions about products, check inventory, make high-stakes purchases, arrange curbside pickup, and more. Although retail marketers know that online shopping often ends with either an online purchase or an in-store visit and sale, many paths to purchase in retail also involve a consumer calling a store location or contact center. Many consumers shopping for retail products start their journey online, and usually with a search.
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