The process an online customer goes through during their online buying phase is different as users tend to go through 4 stages are described in the “See, Think, Do, Care” framework. This framework offers very useful insights as to how you as a business can invest in making sure that you are visible to the user throughout the 4 stages.
Based on the needs of the previous offline customer, Lets see how the online customer would go through the 4 stages.
This is the awareness stage, this is when the customer realizes that they need suit. This could be after they received an invite to an event which requires the people who will be attending to wear suits.
During this stage of the buying phase, the user now has to consider if he is going to buy a new suit or rent one for the event. Once the user decides if they are buying or renting and in most cases the decision to buy or rent will be made with the help of a search engine. During this stage of the buying phase, the user will look at different cuts and designs. This is the research phase
This is the stage when the user makes a purchase. In the case of our user who has an event to attend, based on the earlier decision to either buy or to rent, payment will be made. This is the stage when a user decides to spend money on a product/service.
This is the stage when the user goes on Social Media to post about the product/service they received, it can also be in the form of customer reviews. Not every user goes through the CARE stage. Some if not most users stop during the DO stage.
Keep in mind that as a business it is crucial to be visible throughout the journey a user takes from the research phase to the buying phase. This can be accomplished by understanding the questions your target audience are asking online. Being able to answer the questions being asked means that you will be able to guide users in making their final decision. If the answers you are providing are very helpful, then you will build trust with your target market and once you have built trust with them, it it easier to spend money on a brand that you trust.