Today, every purchase is a considered purchase.
Don’t think so?
Consider this: there are more than 280 brands of water. There’s spring water, vitamin water, vapor- distilled water, fruit infused water, even dandelion water.
Remember the good old days when it was just tap water, Perrier and Evian? Choosing water was so much simpler.
The fact is when water becomes a considered purchase, everything is a considered purchase.
And because this age of information has put a wealth of information at the consumers’ curious fingertips, they give every purchase considerable thought.
74% of all purchases start with a search on Amazon or Google. We hunger for information even if it complicates our purchase decisions.
There are over 133 product reviews for a $4 wood polish on Amazon that we dutifully read before we plop down our hard earned $4. (These people clearly have too much time on their hands.)
Why? Because Information is reaffirming. It gives customers greater confidence that they made the right decision.
Do you know who are the largest readers of car reviews? People who have just bought a car.
Think of information as ammunition that justifies the consumer’s selection of a $8.50 bottle of ionized alkaline water, whatever that is. Or reaffirmation on a $91,000 Porsche 911 in watermelon red.
The age of information has put an end to the random purchase. Today, everything is a considered purchase.
So, let’s redefine a considered purchase for our modern times: a considered purchase is not how much something costs, but the amount of thought that goes into considering it.
In this age of easy access to information, how do you get prospects to consider you?
Easy. You just need to understand neuroscience. Thankfully, The Gate has a PhD of Cognitive Science from Columbia University on staff who can dumb it down for us.
In our next blog, we’ll talk about the science behind consideration and how you can make sure your product or service is considered.
The Gate | New York is a full-service advertising agency known for making considered purchases worth considering. Our panel of consumer, cultural and category experts helps us identify your “Why”: why customers should choose your product or service over someone else’s. This expertise has led to successful communication programs for clients in finance, consumer goods, luxury, insurance, mining, energy and more.