Lightboxes, Idea books and Wish lists, oh my! Are you making full use of these? Many sites encourage shoppers to log in and entice repeat visits by offering idea books, wish lists, and light box programs. It can be a great convenience to shoppers. This information could be very useful to the seller. It’s a fairly simple way for businesses to harvest a list of potential purchasers. Rather than let the information sit and become covered in virtual dust, it would be advantageous to push some communication to that shopper to convert the wish to a sale.
Currently this information used in a less effective way. Items I view on one site show up in ad spaces sprinkled around many of my frequently visited sites. (*cough* Facebook *cough*) This can create additional interest, except when it’s an item I just purchased. “Hey, look… there’s that chair I just bought. I hope I like it. Did I spend too much? Maybe I should have buyer’s remorse? I hope it ships soon. Where is that chair? I wanted it yesterday!” Or I’m repeatedly shown something I thought was so useless and/or hideous that it made me laugh. “Wow. That is still the ugliest thing I’ve ever seen! This store is assaulting my aesthetic sense of wellbeing. How disenchanting!” (You know you say disenchanting at least once a day. No? Well it’s just me then.) The algorithm should differentiate between what I already bought, what I like and what I still want to buy.
Do you want a sale? Here’s how to get my money: (I can’t believe I’m telling you this!) Show me what I left in my shopping cart or in my idea book/ wish list/ project folder/ favorited items/ cute name du jour. A brilliant move would be to offer me 20% off any 1 item on my list. Let me choose! Or mark down the item I’ve looked at several times but haven’t purchased. If that doesn’t work for your profit margin, offer me a deal on a specific item on my list. At least email me when it’s on sale. Include precise information in the title of your email. “Your Wishlist is on Sale!” I may not open the email but I’ll know to go to your site and check my list because…”Hey what is on that list again? Maybe I need it.” Maybe that’s all the push I require because, after all, it’s clear that I like it. You have “magically” transformed my reluctance to buy on impulse into a profitable experience for your company. Here’s the kicker, I’m not even mad at you about it. Nope! I’m thinking, “Wow! That company kind of cared about my wishes or they’re strategic sales geniuses…” *shrug* “Either way—hooray I have my new shiny thing!”
Wish listing is fantastic, especially for December holidays. Amazon has outsmarted everyone with the universal “add to wishlist” browser button. I can keep up with what I want from *Any* web site by using this button and find it All in 1 spot eliminating the need for all of those annoying usernames and passwords. I go to Amazon, if by some reason Amazon doesn’t carry your product, I can click right through to your site and buy it directly from where I saw it originally. If it isn’t there, I may even be inspired to search it out from another store via Google. (Truth be told, I might do it anyway just to make sure I’m getting the best deal. MAYBE. It depends on how busy I am. I spend an embarrassing amount of money with Amazon.) I can do the same for all of my friends and family who choose to make Amazon wish lists. In writing this blog, I noticed several more apps have gotten into the universal wish listing game. If you haven’t already implemented this technology into your site, you may need to partner with some of the more popular apps. Perhaps they can push some of your product and build brand awareness to their current users? “Gentle customer person, We see you like Product x, but have you seen our friend’s Product y? It’s really special.” wink wink
If you offer to connect your wish list user with the lists of friends and family, don’t forget to put their items on sale as their birthday or the holiday season approaches. I want that email saying “Mom’s birthday is in 2 weeks. Her wish list was last updated on (insert date). There’s still time to send her something awesome. We’ll wrap it and ship it free!” Or “Get her what she really wants. Her wish list is on sale this week. Fast shipping available.” I’ll be telling people all over town, “Thank goodness for [your company]. I almost totally forgot my best friend’s birthday! They saved me time, effort and my friend was so pleased with her gift. ”
Push me over the purchasing edge because I hate to be sold but I love to buy.
As a consumer, do you use wish lists? Send me a comment or email me at firstname.lastname@example.org