Developments in technology offer numerous benefits to many businesses across the country. It improved efficiency and productivity among their employees. Technology also allowed them to connect with consumers who went online due to the pandemic.
But technology also influenced consumers after it changed their buying behaviors. It influenced their thinking patterns and experiences. Due to this, businesses should remain aware of these changes to benefit from them and increase their sales amid the current health crisis. Here are the ways technology influenced buying behavior:
Increasing Use of Digital Technology
Before the pandemic started, consumers were already well-versed in the use of digital technology. This increased after the health crisis started since people had to stay home to avoid the virus. The situation compelled people to go online for their needs. It also replaced face-to-face interactions with digital interactions.
Even though consumers can call stores, some opt to interact with chatbots since they can get the answers they want without delay.Over 40 percent of consumers prefer using live web chat, which prompted many businesses to use the technology to meet the needs of their customers.
With this in mind, businesses should invest in self-service digital channels to connect with these customers. The pandemic also increased the need for technology as more people relied on online transactions even after the situation improved. It also reduces waiting time for customers who want answers to their questions as soon as possible.
Adopting the technology also allows employees to focus on other revenue-generating tasks in the business.
Facilitating Access to Products and Services
Technology also facilitated access to products and services offered by businesses. In the past, consumers had to visit a store to buy products they wanted. They also checked advertisements and referrals to know more about these products.
Developments in technology changed this as consumers can get relevant information about products through a search engine. They can also check reviews of these products online without talking to other people.Around 74 percent of consumers searched products online before visiting the physical location of the stores.
But the pandemic saw more consumers searching and buying products online. They visited the websites or social media accounts of businesses to buy these products. They also used applications developed by these businesses to buy products without leaving their homes.
Online sales did not focus solely on consumer products. Potential property buyers also started using real estate apps for Android to find properties that meet their needs. These apps allow them to connect with homeowners looking to sell their properties in the market.
This shows that technology has made it easier for consumers to check and purchase products online. So, businesses should make sure they have a strong online presence to connect with these consumers.
Increasing Expectations Among Consumers
Technology made life easier for consumers as it allowed them to buy products online. It also allowed consumers to evaluate similar products offered by different businesses in the market. The ease of performing these tasks also increased their expectations of the products offered by businesses.
When the product they purchased does not meet their expectations, they send it back for a refund. The situation increased expectations also resulted in lower consumer satisfaction. They want the products they purchase to meet their needs.
Dealing with this situation is challenging for many businesses. They have to find a way to meet the expectations of their customers. But businesses can also set expectations before the customer buys their products. Setting their expectations can increase customer satisfaction. And when the product exceeds this expectation, the customer will recommend the business to their family and friends.
Putting Importance on Customer Experience
Aside from increasing consumers’ expectations, technology also made it important for businesses to ensure their customers have a positive experience. In the past, customers focused on the product and did not pay attention to their experience when dealing with the business.
But the situation is different these days. Customers are now focusing on getting a positive experience whenever they buy something from a business. The convenience offered by technology fostered this attitude, and customers prefer buying from businesses that offer good customer service.
Consumers also consider the reputation of the brand and the prices of the products. But they consider customer experience as a significant factor affecting their decision to patronize a business’s products. So, businesses should make sure they provide excellent service whenever they deal with their customers. This will increase their chances of gaining a loyal customer in the future.
Technology allowed many businesses to stay afloat during the pandemic. But the convenience it offered also changed the buying behavior of consumers who expect the best value for their purchase.