Are you the Point of Decision?

How You Know If You Are,

What You Need To Do To If You Aren’t,

Why You Should Care

(And, ...What’s The Point?)

So, what’s the point?

Today, shoppers have more options...

Your potential customers have

more options,

more touchpoints,

more communication channels,

and more information than ever.

The average shopper uses

10.4 sourcesof information to make a purchase decision (zeromomentoftruth.com)

... and fewer reasons to be loyal!

With growing competition and more discerning and

demanding customers, it’s increasingly difficult for

businesses to stand out and influence buying behavior

positively and effectively.

Shoppers have more options...

Shopper Loyalty

Retailers 20%

CE Manufacturers 18%

Retail Banking 30%

ISPs 22%

Telecommunications 24%(Accenture's Global Consumer Pulse Research, 2011)

BUT...Shoppers are also more willing

to stick with a trusted retailer or brand.

... as long as they can keep up with them!

43% of online shoppers decided to shop at a maximum of two to five different retailers

(PwC, 2013)

Where the magic happens.

The Point of Decision

The preferred shopping destination that shoppers go (back) to, to make a purchase.

At least 40% direct traffic which translates in lower traffic acquisition costs (CoCA)

The Point of Decision

Higher Customer Loyalty, Brand Advocacy, and Referrals

Direct traffic is the most valuable traffic with

• generally higher conversion rates compared to paid and organic,

• higher average spend per order, and more engaged shoppers

• who stay longer and view more pages.

How does your direct traffic compare?

So, what is the Point of Decision about?

The Point of Decision is not about size,

You can be a small business or a big player

it’s not about your location,

You can even run your business out of Buford (Wyoming)

it’s all about your experience.

differentiated

Point of Decision Businesses excel at

• really understanding what their customers want,

• making shopping and product selection easy,

• providing a great shopping experience,

• and giving shoppers enough reasons to trust and regularly choose them over the competition.

Characteristics ofPoint of Decision Businesses

Evolution to the Point of Decision

Striving to become the Point of Decision is not a luxury, but a necessity to the survival in a competitive landscape.

STAGE 1STAGE 2

STAGE 3STAGE 4

Stage 1. Products

Your online shop features:

• Broad, Deep and/or a Very Specialized Assortment

• Effective and Fault-tolerant Site Search

• Clear Navigation

• Faceted Search With Relevant Labels

• Mobile Shopping Capabilities

Show me what you sell

Stage 2. Information

AND, your online shop features:

• Sound, Complete, Structured, and Consistent Product Information

• Online Product Comparison Tools

So, what do you REALLY sell?

Stage 3. Details and Trust

AND, your online shop features:

• Third Party Ratings and Reviews

• High Quality Product Photography and/or Product Videos

• Social Shopping Applications

• Live Chat

• Easy Checkout, Multiple Delivery Options and Payment Freedom

Is it any good?

Stage 4. Great Experience

AND, your online shop features:

• Truly Personalized Experience Dynamic Content, Guided Selling, Personalized Recommendations

• Seamless Mobile Shopping Experience

Why should I get it(from you)?

Are you a Point of Decision?

STAGE 1 STAGE 2STAGE 3

STAGE 4

Products Information Details Experience

By 2020, customer experience is expected to overtake price and product as a key differentiator (Customers 2020)

You stand out in the eyes of your customers and offer a truly differentiated experience.

You deliver beyond product and pricing.

You add value by making shopping hassle-free and easy for all your shoppers.

You evolve with the customer, are not afraid of digital innovation, and obsess over improving your customer experience.

Are you a Point of Decision?

Contact us: North America: (888) 414 8764 | EMEA: +43 1 890 5318 - 0 | info@smartassistant.com

The Leading Technology For Guided Selling Solutions for those who want to create personalized shopping experiences

across all touchpoints, and are eager to help shoppers make confident, faster, and smarter purchase decisions.

smartassistant.com guided-selling.orgFor more information visit and the blog