We’ve stopped what we are doing and creating your personalized BrandZ™ report, which will appear in your inbox soon.

India 2015: OUR INSIGHTS | E-COMMERCE

Key tactics move consumers from shopping to purchase

Shradha Jadhav

Account Director
Millward Brown 

Shradha.Jadhav@millwardbrown.com 

Shopping is an unquenchable craving for many. Online shopping has almost become an addiction for quite a few, especially for those who live in major cities and own a smart phone. Some satisfy the thirst for shopping by selecting many items online and leaving them in the cart; some also indulge in “show rooming,” shopping a physical store but purchasing online.

Physical stores across most categories have taken a hit from the major e-commerce brands like Myntra, Jabong, Amazon and Flipkart, which often offer huge discounts. And of course, online shopping has advantages other than price,  including convenience, flexibility of shopping and researching anytime and anywhere.

But whether a brand operates physical or virtual stores – or both, the key challenges are getting the shopper to your brand and then moving the shopper along from research and browsing to purchasing. Here are four simple tactics to nudge shoppers along the path to purchase:

- Setfrequentremindersvia SMS: Have you have forgotten any items?

- Createbuzz:Bigdiscountson must-have products.

- Showsavings:Itemwasthis price, now that price, 40 percent off.

- Begenerous:Giveadditional coupon discounts with minimum purchase.