2 steps——-Personal Situation
Describe in one sentence, a personal case (situation) where you were in the process of making a purchase however, you abandoned it due to either a FRICTION or a GAP.
Step 1 – Personal Case Study
What was the specific friction(s)and/or gap(s) in this situation that caused you to abandon?
How did this situation cause such a level of dissatisfaction that you abandoned the purchase?
Examples of FRICTIONS that will cause a consumer to abandon:
difficulty engaging in online sites,
confusing signage or pricing,
level of employee service,
amount of time spent completing a purchase,
limited or no assistance,
pressure tactics by sales associates,
second thoughts due to _____?______.
Examples of GAPS that will cause a consumer to abandon:
-limited information,
-unsatisfactory reviews,
-lack of or loss of trust,
-sales associate could not answer questions,
-determined purchase did not meet your core values,
-did not have in stock (e.g., at all, or in model/core/size you needed),
-had second thoughts due to some situational event (X).
STEP 2: Write an Actionable Strategy for Personal Case Study
Develop 1 Actionable Strategy that would have prevented your abandoning the purchase.
From your point-of-view (POV), develop an actionable strategy that the retailer/service provider could have used to move you to complete your purchase (conversion). Your actionable strategy must include the following 3 elements of a successful strategy. It must be:
ACTIONABLE –
What action by the sales associate/manager/brand would have convinced you to complete the purchase?
RESOURCES –
What additional resources would motivated you to complete the purchase?
SITUATIONAL –
What point in your path to purchase would this strategy have moved you to complete the purchase?
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