The needs of an entrepreneur
“A good decision is based on knowledge and not on numbers." – PlatoWhen do customers decide? When shoppers enter and leave an online store automated suggestions make it more likely that they decide on that purchase. The decision to buy when you are online may be taken at any time of the day or week, giving the customer freedom and power. The companies with the best online brand experience make customers want to hang out. Which customers enjoy the new type of shopping? Most consumers do not want to be sold to, but they do enjoy buying. Online shopping is for people that like to be in control and do not want to decide on a purchase before they are ready. Consumers that enjoy the new way of deciding on a purchase may range from people with an extremely busy schedule, those who are physically impaired, or those who do not enjoy the social interaction with bricks and mortar stores. Where do shoppers prefer to be when they make a decision to buy? The traditional way of getting a customer to decide was through the processes of advertising, sale, and delivery. Now it is difficult to determine where they are in that continuum.The new form of commerce puts the customer in control; it makes them interested and the buying process is instigated by them… and they can make the decision wherever they are. I have a theory that you as an entrepreneur need to plan for and build scenarios for all brand experiences before you actually build the product or service, because the customer's decision on product qualities is only one part of the equation. The customer’s experience while buying is far more important. Please share your thoughts on how to build shopping experiences.