Tech Sales Leader and Social Influencer, Ian Moyse and Behavioural Psychologist, Padraig Walsh talk us through what we can expect from a COVID Christmas and how we can better prepare our online business to adapt in the current climate.
Ian Moyse, Tech Sales Leader and Social Influencer
People like to go out and experience the festivities with the kids. Often families go out, eat lunch and do a bit of shopping. Now, even after the second national lockdown it is unlikely that there will be large line-ups outside high street shops. No one wants to wait 10-40 minutes outside every shop before they can get in to browse.
Digital transformation is a great buzzword but it is hard to do. Ian suggests businesses identify a minimal viable product to pivot to get business and serve customers.
There is an evident grace from customers to work with businesses at the moment. They understand that not everything is available or can be made available or delivered on the same day. It’s important that despite all the abnormalities this year that you still find a way to engage with your customers and communicate with them the changes and differences they can expect.
Padraig Walsh, Behavioural Psychologist
Christmas time with all it’s group behaviour like line-ups outside shops, pubs, restaurants etc is influenced by this collective movement towards this deadline (December 25th) with lots of experiences and purchases under our belts.
Deadlines nudge our behaviour and move us from precontemplation and contemplation to action. It puts pressure on us to move away from just thinking about something to acting on it, whether it is right or wrong. Many of us can be influenced and feel that pressure because there is a defined deadline associated with it and it influences our behaviour. This is clear on eCommerce websites.
Think about what you’re trying to promote on your website and use countdowns to help nudge your customers into action. Be careful not to promote anxiety and pressure in customers but instead use positive reinforcement:
“14 days until you see the smile on your loved ones face.” Padraig Walsh
The message you put on your website should match the emotional state you want to create in your customer every time they visit your website.
Things are different this Christmas but think about how you can map the familiar feelings and attitudes usually found on highstreets at this time onto your eCommerce website.
Padraig Walsh previously featured on Ep 37. Connect with him on LinkedIn.