In both physical commerce or e-commerce world, you will cross upon many types of customers. Traditionally, they share the same purpose – they want to buy something. However, some of the opportunities are folded with their indecisiveness. These customers love to pull strings with you.
If you ever meet one, please know that convincing them is not an easy task. They are also known for their cart abandonment habit and last-minute change of mind that might only be the start of everything.
It is not easy but it is worth it
Despite their indecisiveness, they are still your potential customers and should not be overlooked. They want to buy something from you but their insecurities, overthinking and indecisive impulse are getting on their way. So, what do you have to do?
- Simplify their life
The ultimate purpose that you are engaging with this type of customers regardless their indecisiveness is that they are still the potential to your business. It is no secret that dealing with them take a huge amount of patience but do it right and you will secure them. You can start by simplifying their life. Indeed, adjusting to their preference is hard.
Instead of coaxing them, addressing their concerns and insecurities are uber important. Give them the information they need, the facts about your product and what you can offer to them. Help them build trust in you and your product. They all have their own reasons of being indecisive and you as a merchant have to attend to that.
- Create follow-up marketing
While some might choose to forget them the second these customers are gone, you should not do the same. Even though they did not become a purchasing customer, they still have the potential to be one.
That alone is enough for you to create a follow-up marketing.
It is important that you pursue them via the relationship you established earlier as you already. That would be an easier approach. However, do not use any sorts of force in your marketing. It is also advisable that you market to them once a week or once every two weeks.
- Multiple touch points
In this century, there are plenty of marketing tools you can utilize like social media, electronic media or the conventional old school media like newspaper. As for the millennial indecisive customers, internet marketing will be the perfect medium to connect with them.
According to Global Consumer Insights Survey 2018, social media, individual retailer website and price comparison websites are influential to elevate purchase inspiration among customers.
- Hint them a good ending
As mentioned before, indecisive customers are still customers. Originally, they want to buy something from you but for some specific reason, they think too much. That is why when you can promise them a good ending, it will remove a huge part of their fear towards e-commerce.
Display your trusted partners’ logo especially from the payment and logistics segments. Some customers prefer using a specific payment method and logistics provider. By hinting them that you’ve got their choices open, your customers will breeze through the shopping process all the way till the item arrives to their doorstep!
Article by Nurin Fatini Abdul Ghani
About the Author
Nurin Fatini Abdul Ghani is a researcher at a marketing department in a fintech company.