When it comes to spending time, everyone wants to spend it wisely.
More than ever, people are applying that mantra to how they shop as they look for more ways to get what they want immediately.
We’re seeing this as mobile searches for “open” + “now” + “near me” have grown by over 200% in the last two years (for example, “stores open near me right now” and “pharmacy open near me right now”). But “right now” isn’t just about a purchase. It applies to finding information right before the sale and customer service afterward.
This consumer impatience across the entire purchase journey (whatever shape it might take) provides marketers with new opportunities. But the reality is some brands aren’t always keeping up.
While over 60% of people expect brands to “provide consumers with information they need when they need it,” less than half of them feel that brands are delivering.
Marketers can close this gap between consumer expectations and reality. Brands and businesses that are ready to help in the moment will build trust, be appreciated, and earn the sale.
Find out what people want
The first step is recognizing the kind of assistance people are seeking and when. While it may not be a crystal ball, search data can shed light on how consumers expect brands to assist them before, during, and after a purchase.
- Product availability. “Can I/to buy” + “near me” mobile searches have grown over 6X in the last two years. For example: “where can i buy stamps near me,” “places to buy scrubs near me,” and “where to buy vinyl records near me.”
- Status updates. Over the past two years, mobile searches for “track” + “package” have grown by over 120%. For example: “track my package” and “track a package.”
- Instant customer service. “24/7” + “customer service” mobile searches have grown over 400% in the last two years. For example: “at&t customer service phone number 24/7,” “playstation customer service 24/7,” “usaa customer service 24/7,” and “wells fargo customer service number 24/7.”
This sort of data allows marketers to anticipate when and where they can be most helpful to people.
You might not be able to offer assistance for every single person’s request. After all, there’s not much you can do if weather or logistics interrupts shipping. But you can be there with an explanation. – Read more