Picture this. You’re in line at the airport, waiting to board that 6am flight to Atlanta. You look to your left and notice the perfect smart carry-on luggage. You try to look more closely to capture the brand. As you board the plane, you take out your smartphone and Google the item name. You scroll for the product specs – the size, the color. A moment later, as you buckle your seatbelt, you hit ‘Add Item to Cart.’ The passenger sitting next to you pulls out the latest headphones du jour. Is it compatible with your laptop? You take out your smartphone again. What’s the show he’s streaming? Who’s that actor? Take out your smartphone and find out. They’re serving breakfast now and you wonder what’s healthier – the bagel & cream cheese or the poppy seed scone? No need to wonder, just check your smartphone one more time.
Sound familiar? Welcome to the world of the ubiquitous Google ‘micro-moment,’ intent-driven moments of decision-making and preference-shaping. They are the ‘I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments,’ and they are game changers for both brands and retailers. We’ve talked before about how consumers’ expectations are higher than ever. Just the presence of our smartphones has trained us to expect brands and retailers to immediately deliver exactly what we’re looking for when we’re looking for it.
The questions for retailers: Are you prepared to meet these shoppers in the moments that matter most? Are you giving them the answers they need when they need it? Are you providing an endless aisle of live inventory? Are you quickly providing the deep product content such as photos, videos and other creative marketing info that will motivate the customer to hit “Buy Now.”
Remember the carry-on luggage above? It’s not enough to show a photo with a few bullets of information. A ‘micro moment’ shopper wants to see more. They want to quickly know if the size meets all the major airline carry on criteria. They want to know if it maximizes the amount of packing space. They want to know if it’s easy to maneuver. They want to know if it will do a good job of preventing wrinkles and creases in your clothes. They want to know more about the cool ‘smart’ features like digital scales, GPS tracking, UBS charging, etc.
Are you ready and able to provide that level of product information and content? Are you ready for those micro moments? Ready to learn how to make your products stand out in a very crowded world?
Learn more about how leading retailers capitalize on product information to drive conversion in the ‘micro-moment.’ Checkout 1WorldSync’s Omni-Channel Solutions and learn how we can help you take advantage of the consumer ‘micro-moment.”
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