Successful online strategies for fueling customer engagement

摘要

It wasn't that long ago when independent outdoor power equipment dealers were the first place that consumers would go when they needed to make an equipment purchase. Consumers would use the Yellow Pages to find the closest dealership and speak to a salesperson whose job it was to educate them about the different products available. The salespersons role included explaining the pros and cons of each product using glossy, full-color brochures; describing how it solved the consumer's need; and establishing enough trust to ultimately guide the consumer through the decision process and make the sale. A satisfied customer played the important role in generating additional sales through word-of-mouth marketing of the customer's positive experience. Today, the Internet has changed the sales process by taking the power of information out of the hands of the salesperson and giving it to the consumer. Not only are consumers digitally connected through desktop and laptop computers, but also through tablets and smartphones that literally put information right in their hands. In fact, according to GE Capital Retail Bank's second annual Major Purchase Shopper Study, in 2013 more than 80 percent of consumers did extensive research to compare prices right in their own home - and spent an average of 79 days gathering enough information prior to making a major purchase of more than $500, including lawn and garden equipment.