The new normal has accelerated the demand for large-scale Internet shopping. For this reason, businesses are migrating or strengthening their e-commerce strategies to optimize the purchase process on their Vlone website.
Physical stores have had to adapt, quickly, to sell their products on the web. However, many businesses still face various challenges: buyer behavior is not the same on the Internet, the logistics of product distribution, delivery times, among others.
What is the purchase process?
Before buying a product like Vlone shirts, there are several steps the buyer goes through. All these phases are the purchase process: from when you are attracted to a particular website until you acquire a product or service online and then repeat and become a promoter of the business.
Believing that the purchase process ends when the buyer has already obtained what he wanted is a common mistake. That’s a big difference from the purchase funnel, for example. The new way of doing business demands that we continue to delight our customers.
In this article, we will stop at each of the phases that we have determined to know what actions the buyer will take in each of them.
How does the purchase process work?
We said that this process has similarities to a funnel. In fact, it starts from the recognition of a need and evaluation of alternatives until the purchase decision and how the buyer behaves once he already has the product or service.
Some tools to define that funnel: for example, the customer experience and the Canvas model.
For this purchase process, you must understand the profile and needs of the customers in each phase, as well as the channels to approach the buyer at each stage.
Clearly determining that route helps guide the buyer and optimize each phase throughout their shopping journey, so that their journey is assured. You will be able to make specific strategies and tactics more efficiently and effectively.
You can even guide them under the inbound methodology to attract and accompany your buyer instead of being invasive. Look at these examples.
Let’s now go to the phases of the purchase process with Vlone Clothing.
Phases of the e-commerce purchase process
● Attention phase
It focuses on attracting buyers to visit our e-commerce. What types are there?
- The traditional. It is one that has several types of products from different brands but works as a distributor. To attract buyers with this type of e-commerce, the specialist advises using techniques such as SEO and SEM and tools such as Google Shopping and Comparators.
- The Playbook for brands. It is that product that is sold through social networks and that the sale intention is related to the values and emotions of the product.
For the growth of our e-commerce, the specialist suggests using other channels to attract customers, such as Kickstarter, YouTube, TikTok Ads. He also points out that we can automate the pricing strategy and use tools like Minderest or Boardfy to establish pricing rules over our competitors.
● Phase of interest
It is when the user is already in our electronic store and we do not want them to leave immediately. For this, the specialist recommends offering the user several key aspects: an attractive design that generates trust, that our value proposition is easily understood and that the buyer finds the product he is looking for.
● Wish phase
As in a virtual store the customer cannot make the product tangible, we must have good visual material, persuade him through texts and add reviews and photos of other users who have already made a purchase.
