Tác động vào quá trình ra quyết định mua hàng của khách hàng -
ví dụ với shop hoa và quà online
Website nên được xây dựng để "đi cùng" khách hàng trong suốt chu trình ra quyết định mua hàng, và khuyến khích họ tiếp tục trở lại với chu trình đó - nghĩa là quay lại mua hàng
(The idea is that the website should "walk the consumer through" the entire purchase-decision cycle and should encourage the consumer to continually revisit the cycle)
1. Nhận thức về nhu cầu - Need recognition:
The recognition of a need for flowers may be triggered by a holiday (e.g., Valentine's Day), a personal life event (e.g., anniversary), or a more everyday event (e.g., a first date)
To match need recognition, we might have a gift reminder service or holiday specials, for example.
2. Tìm kiếm thông tin - Information search:
We could provide ideas across various categories, a store locator, recommendations by budget, a gift guru, lists of favorite gifts, or lists of best-sellers.
3. Đánh giá thông tin - Information evaluation:
We may provide product price, description, availability, and special delivery information.
4. Ra quyết định mua hàng - Purchase decision:
We would accept credit cards over the phone or online, provide a "shopping basket", and show an assortment of cards and notes with appropriate messages to be delivered with flowers.
5. Hành vi sau mua - Post-purchase behaviour:
For customer satisfaction and loyalty, we could provide exceptional customer support, various free benefits or incentives, and special flower events and workshops to induce customers to return to our stores.
(trích E-commerce - Jeffrey F.Rayport, Harvard University and Bernard J.Jaworski - MarketSpace)