Are You Making Your Products Discoverable?

 
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The way that consumers make purchase decisions has done a 180 in the past few months.

What we commonly refer to as “shopping”, is in fact “buying” - particularly these days.

“Buying” would be akin to making a purchase- where we go to the store (or online shop) with a specific need in mind.

Whereas “shopping” could be defined as the intention to buy, where one browses and perhaps mentally wanders as they contemplate unplanned purchases.

These two types of purchase needs stem from very different mindsets - but more importantly, they are also driven by very different purchasing paths/environments.

In a time when need-based purchases are a priority, it can often feel like your [insert product category] products are non-essential.

But it’s important to remember that there is a wide definition of “essential” - and for some it may be reprieve/retreat/relax - while for others it may be to treat/indulge/alleviate. There’s a reason why alcohol sales go up in times of stress.

So when you’re trying to re-imagine how your brand fits in the current landscape, it’s important to consider the “discoverability” your products - I.e. how does one come across your beauty or wellness product and what cues come into play for them to consider hitting the “buy” button?


Think about every step during the customer journey:

  • The context within which customers learn about your product

  • The ways in which they learn about new products in your email marketing

  • The role that sales people play in-store (or customer service staff play on chat or phone) 

  • The entry points for discovering new product on your website

  • The experience they have when opening a multi-branded bundle, sample box, kit, etc.

What challenges is your brand facing to make your products more “discoverable”?

 
c okubo