Your choice: Compete on price or recreate product discovery online
70% of shoppers say?promotions are the most important purchasing trigger when shopping online.
But what are promotions??
Promotions are not always just about discounts. If you focus more on presenting an interesting shopping experience, your customers will stay longer and return to your store or webshop again in the future.?
Then you can promote products without slashing prices.
In short, you need to recreate product discovery in your promotions.
Marketers should recreate product discovery online
Bill LaPierre is the VP of Business Intelligence at Datamann, one of the US’ oldest agencies serving the direct marketing industry.
According to Bill, one potential opportunity for marketers is figuring out how to blend what businesses are doing online with the traditional catalog experience of product discovery.
”That whole sense of product discovery is one thing marketers are doing a lousy job of online, and I don't have the solution to it. But if you can develop that sense of discovery online. By helping shoppers find products they aren’t searching for. That's the million-dollar question."
"If you can solve that, then you've got a good business model.”??
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Watch the full interview with Bill by clicking the gif above.?
How Rossmann reimagines?product discovery online across multiple channels
Rossmann?is one of the largest drug store chains in Europe with over 4,000 stores across the continent.?
Instead of just uploading static PDF catalogs, Rossmann uses digital catalogs to create an?interactive, inspiring experience that is directly shoppable.
On top, they use?Display?– a CTA that, when clicked, opens an interactive banner – on their website to supplement with weekly campaigns designed to convert.?
This way, Rossmann transforms two of their digital channels to create a space for product discovery, while catering to both browsing and determined shoppers.
To summarize:
What’s your take on promotions and online product discovery??