Gone are the days when every customer’s journey was simple. Today, buyers have countless paths to a purchase, thanks to shifting shopping options and consumer attitudes. “The path they [consumers] follow resembles less of a straight line and more of a roundabout, with consumers entering, exiting and re-entering at various points along the way, gathering more and more information each time they go ’round,” writes Julie A. Palm for SleepSaavy magazine.
In the mattress sales world, the path can bounce back and forth between online channels and physical stores. It’s up to retailers to map their customers’ journeys so that they can create opportunities to influence, and attract, their purchases. Palm shares five way to do this, including:
Uncover where your goals overlap.
With your own sales goal in mind, find out what the customer is seeking, whether it be a particular style of bed or a solution to an issue. Then, think of ways you can present a solution that hits on both goals. Do you want to sell more memory foam mattresses while the customer wants to alleviate back pain? Use testimonials and videos to educate the impact memory foam can have on spine alignment and back discomfort.
Determine where you have opportunities for outreach
Think about when you typically engage with a customer. Create a list of moments, then organize them based on when they occur: pre-purchase, purchase and post-purchase. Now, think of communication touch points you may have missed. Track what actions and interactions between your brand and your customers happen just before and after each stage. Use those moments to connect and draw them in.
Head over to Palm's article for the other suggestions. As she writes, “this circuitous journey with multiple on- and off-ramps presents challenges to mattress retailers, who must figure out creative ways to get consumers’ attention along the way.” By focusing on that journey and using the map to guide your own actions, you’ll be more aligned with the shopper and boost your chances of making those sales.