3 Steps to Influencing Brand Preference
To keep a meaningful conversation going, it's critical to understand the next step in consumers’ purchase journeys. Without the ability to accurately decipher intent, delivering the right message at the right time on the right device to the right person becomes a guessing game. At every step in the purchase journey, consumers want to accomplish specific objectives — e.g., identify potential vendors, understand the pros and cons of products, find out what their peers think, etc.
A brand that can capture and decipher intent has a competitive advantage in enabling shoppers to more quickly achieve their objective. The more accurately and consistently a brand identifies and responds to intent, the greater the trust the consumer places in that brand.
How can brands decipher intent? By linking predictive analytics and a consumer's up-to-the-minute universal behavior data variables with rules-based campaigns. Predictive analytics determine the best degree of fit between a shopper and meta-level purchase paths based on past customer behaviors and their outcomes.
By linking the "best fit" path with behavior-based data variables, retailers can spot intent and define campaign rules that effectively engage shoppers in the right next step. The key is to gain the ability to intelligently interpret universal behavior — i.e., a holistic understanding of the consumer based on all internal and external data sources, across all channels and kept current in real time.
Influencing Shopper Behavior: Helping is the New Selling
Consumers are always looking for information, how to connect with like-minded peers, and advice on how to solve a problem when something goes wrong. They expect brands to listen to them regardless of channel and do the heavy lifting to help them address a need.
Shopper enablement is the most powerful tool in a brand's marketing arsenal. It connects brand actions directly with the results consumers are trying to achieve. It turns engagement into a competitive advantage by delivering the right interaction and content at the right time to the shopper through the best channels.