To convert the impulse buyer, you need to provide all the information the customer needs to make the quick – and smart – purchase decision. That’s something Moosejaw Mountaineering CEO Eoin Comerford thought his company had been doing by providing vendor-provided information to its customers.
It turns out that wasn’t enough. By way of a customer survey, when Moosejaw asked customer “if you came to us wanting to buy, and you didn’t buy, why?” one of the biggest reasons besides maybe that they found it cheaper elsewhere was that they didn’t have all the content they needed to make a decision.
“They wanted better reviews, they wanted better sizing information, they wanted 360-degree views of the product, they wanted to see it on-model and not just a flat image,” Comerford told Multichannel Merchant Content Producer during the above video interview at IRCE 2015.
When customers land on one of its product pages, Comerford said he wants them to have everything there that they need to make their decision.
“Clearly, the game has changed that we can’t just rest on our laurels and rely on what the vendor gives us,” Comerford said. “So we’re making a major investment this year in content. Even in more how-to content, to make it an even stickier experience for the consumer.”
[Want to learn more? Download Multichannel Merchant’s Special Report Capturing and Captivating the Impulse Buyer]