Taking a look at the marketing ideas being used on the Target website, my first impression was that Target tries very hard to present value to the consumer. The banner across the top of the page links directly to the Clearance section of the website, announcing to potential consumers that they can save 70% off the normal price by clicking that link. I have never walked in to a physical location and observed the sale items front and center. They are usually hidden away at the back of the store with the hopes that consumers will buy things at full retail price. This tactic could keep bargain hunting consumers returning to the website to make purchases rather than visiting the brick and mortar locations.
Target has also streamlined the shopping cart process so that it only involves two clicks to go from viewing an item to having it in your cart ready for checkout. This marketing concept makes it simple for the consumer to make a purchase and should increase the conversion rate for those hesitant to make an online purchase.
The shopping cart option has always been the most frustrating thing for me, since it seems to take too many steps to simply click and buy. I like that option and i think you're right about it improving customer returns.
ReplyDeleteI like that observation of the clearance section right in front of you on the web vs in the store.
ReplyDeleteI think it is interesting that the website puts its clearance items up front, while the rtail store has them in the back. One would think the general principles would be the same at either location, that is, get the customers to take a look at more stuff. I wonder if Target puts those clearance items up front online just to help them unload excess inventory, which is a nice side effect for the online shopper, or if it is more strategic than that?
ReplyDeleteThis from another class on consmer behavior, but the worst place to put stuff in a store is within the first 10-30 feet. Shoppes entering a store are intent on finding where they are and going to where they want to go. It takes a few moments to get acclimated, then the shopping goes on. Now on a website, the layout needs to guide visitors through to help them know where they are and where they can go.
ReplyDeleteJim - Very true.
ReplyDeleteAuthor of the book "Why We Buy: The Science of Shopping", Paco Underhill, calls this the "Twilight Zone".
Look for it when you enter stores. The really clueless ones place shopping baskets right there. Most people walk right by; then later, they seek aimlessly for a basket.