By Kim Nowatzke

When I finally replaced my nearly 9-year-old trusty PC last month, I bought my first Apple product, an iMac, and I have to say, never been happier. Before taking the plunge though, I researched my purchase on my old pc, my smart phone and on my daughter’s not-quite-as-old-or-as-slow laptop. Regardless of the inconvenience or time it took, I couldn’t commit to such an expensive and important purchase without first conducting research.

I read reviews on Apple vs. Windows-based pcs, the learning curve of switching, along with the advantages and disadvantages of desktops and laptops. I also compared costs at competing stores and searched for coupon codes or special financing deals and the “Best Sale of The Year”– all the while determined to get the best bang for my buck. I looked at the purpose of extended warranties. I even compared Dummies brand self-teaching books for my new expenditure.

Thankfully, I’m not alone.

According to its second Retail Perceptions trend report, “The Rise of Webrooming: A Changing Consumer Landscape,” “webrooming” or researching online before buying in-store represents 88 percent of shoppers. In fact, 91 percent of women conduct product research online before making a purchase, even if they are headed to a traditional brick-and-mortar store.

However, we’re not turning to our friends and family members for their opinions.  Or social media, which accounted for 3 percent, despite its explosion of popularity in the past few years.

“Peer influence may not be as big as we thought, at least when it comes to product information and reviews,” the article continued. “It appears that consumers are influenced to a much greater extent by the opinions of unknown shoppers who have purchased similar products versus the opinions of their direct

peer groups.”

The article stated that 60 percent of women in the study reported turning to retailers’ website themselves for reviews and product information. This was nearly double the number who turned to professional sites with expert reviews. Even for those in the 18-29-year-old groups, the number only climbed to 8.5 percent.

“Consumers are simply smarter today than they were 10 years ago based on the information at hand,” noted Ortiz Industry CEO, Claire Ortiz in the www.agbeat.com’s article, “Top 5 ways consumer shopping habits havechanged since 2003.”

“Because of the research addiction in our culture, consumers are more educated, making it more challenging for brands as promises of being the best are no longer simply believed – shoppers want proof.”

Personally, I think this is a trend that’s here to stay.

But, let me do a bit more online research to be sure and get back to you on that.

--> The Reachability Factor 

by Kim Nowatzke

Where is my favorite store? When is it open? What is the phone number? Well into my 40s, I admit that I may think differently than those a few years – ahem – decades younger than me. Yes, I still even use a phone book from time to time. In fact, before I got my first smart phone a few years ago, I still carried a phone book in my car. A somewhat crumpled and dirty one tucked under my passenger seat. It was my back-up plan for whenever I got lost, needed to find a business and more. And, although I readily consult websites and Facebook, sometimes I prefer to call a store and talk to a real live person.

No matter the method, I’m frustrated when a business’ basic information such as street address, phone number or hours are nowhere – or very difficult – to be found.

How easily can your target audience reach you and vital information about your business? 

The Marketing Donut recommends including your address, email and phone number on all pages of your marketing materials – both online and offline. And, if space is lacking, include a QR code that links to a mobile business card so your target audience has access to all the info they need.   

Maybe you have shifted away from your website to focus more of your attention on your Facebook page. As someone approaching 60 reminded me last night, “Not everyone is on Facebook.” Are you making the mistake of only posting information on special events on your Facebook page when the not-so-techie customers are just now getting comfortable with looking up your website?   

On the other hand, as The Marketing Donut points out, there’s also those in your target audience who won’t even believe you exist if you haven’t entered the world of social media. Are you using Facebook and Twitter to your greatest advantage to spark conversations, increase your presence and provide up-to-the-minute information?

And, for those people that still choose to call you, how user-friendly is your phone system? What is the recording when you’re closed? Does it list hours? Can customers leave a message?

If a customer chooses to contact you, is it on a more formal form on your website (that’s rarely checked?) or through a personal email address? There needs to be a plan in place on not only who is responsible to handle customer queries but how quickly those responses are turned around.

You may have a great product, a super marketing plan and, seemingly all your “I”s dotted and “T”s crossed, but if your customers can’t find you, then it’s all for naught. They’ll just skip the stress and head to your competitors.