Answer to Question #242659 in Marketing for Elly Jacira

Question #242659

The rise of the invisible customer in online shopping


1
Expert's answer
2021-09-27T14:04:47-0400

The invisible customer is the person (or organization) who has either stopped using your products and services or who has never used them.

Invisible Customer” has seen what you advertise, but doesn’t know where you are, and just hopes to come across your store as they go about their normal life, has need of your products or services, but doesn’t know you exist, for whatever reason, does not live in your local area, but requires any one or number of products or services that you offer but doesn’t know about you because you don’t have any sort of web presence, and does know your business, knows what you do, and do well, but really has no connection with your business for any number of reasons.

Rise of the invisible customer in online shopping

for most products and services, customers make the purchase decision even before interacting with the product's point of contact and in majority of those cases don't interact at all during the entire purchase journey. Now customer virtually walks through the hotel/restaurant online, scans through the reviews from tens/hundreds of guests before making a reservation about that hotel/restaurant. Finds the minutest of details about the car online before making a purchase decision. Even before visiting a doctor, finds the profile and qualification of that doctor online.

The typical journey of a customer starts from Google or Amazon Search and sometimes both. It then transcends through a long phase of exploration right from comparison between different products/services, visiting the product's/brand's official website, social media pages, reading through the reviews and then finding if the product really provides value for money, which then culminates with the purchase decision.

The advent of Artificial Intelligence and Machine Learning has led to invisible customer, as more and more data is being captured, this transformation will only accelerate, so the pace of transformation is equally critical.


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