Are you missing out on leveraging the ZMOT model for your retail business?
See also the Channel Instincts post on “Are Your Boring Online?” There you can read about how you can use content marketing to stand out and gain preference by helping consumers become educated and knowledgeable about your category.
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Let me tell you a shopping story.
A few days back I wanted to buy a western top and didn’t have the time to visit many stores and check them out for myself. I am a very choosy shopper and usually try to visit as many shops as I can before buying something. In this case, I was in a hurry and quickly texted my WhatsApp group, who according to me are a bunch of conscious and smart shoppers. They gave me a list of sites wherein I had the option to view the collection of multiple brands, do a comparative study of the prices, ratings and reviews. It worked miraculously for me and I ended up with a fabulous green Van Heusen top as well as two pairs of jeans from Vero Moda in a matter of an hour or so.
The moment I reached out for my smartphone…
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