When Choice Confuses Customers

How Digital Marketing can help quieten the noise

Having spent my formative years as a Merchandiser, I’m familiar with the choice conundrum. Now I’m viewing the world from a Digital Marketing perspective I am seeing techniques which can really help to calm the noise for customers.

So, what are the key tactics to get right to help a customer search your products?

Curation

Have an opinion!

Customers want you to help them choose, so curate your range, your content, and your communications. No one wants to buy from a brand that doesn’t know what it represents.

Authority

Customers gravitate to brands they know, like and trust.

Use News articles, Blog posts, Media endorsements, educational content to demonstrate that you are the experts in your field.

Filters

Customers love filters but hate them when they don’t work.

Regularly check that your filters are delivering sensible results and that none return single products, or worse…no products! Work with your Product teams to make sure that products are accurately attributed for customer filtering.

New

Your regular customers love to know what’s new.

Refresh your content regularly, either with new products or new blog posts or social posts to keep customers engaged and coming…