A Wren Says

I had been using my roommate’s blender, as we all shared major appliances. It was all well and good to get the job done. I mean I was a student. I couldn’t be too picky if someone was offering me that for free. And then there was this one day.

I decided to make a really healthy smoothie. It was a combination of berries, spinach, and all of the other ingredients that I know would have made it delicious and nutritious. I whirred the ingredients around in the blender, poured in the my cup, and then proceeded to drink, nay chew, a liquid salad with bite-spinach pieces. Unbelievably disappointed, I immediately went to my room and ordered a Blendtec.

It probably would have seemed like an impulse decision driven by my bad experience. Truthfully, it wasn’t. What wasn’t evident at the time was that I had spent months researching the best blenders. I was watching America’s Test Kitchen, BlenderBabes, vegan influencers, people who do blender demos at grocery stores, and brand channels. I was hunting for information. And then when the time came, I made a decision and chose to act.

I went through the customer journey. First, I was made Aware of the various products available in the marketplace. Then I was stuck in Consideration, as I continued to weigh each option against each other. But when the blender disappointed me, I was pushed to make a Decision. I chose to order a blender. There are post-purchase steps, but let’s focus on these three:

1. Awareness
2. Consideration
3. Decision

Your journey with the customer is more than just ad to buy. There is a middle part after they know you exists that gets them to the check-out counter. For me, it was realizing for myself that I had a need for a high-powered reliable blender. They have to do the work in their heads, and that’s something you may never see. That doesn’t mean you can’t influence them. You can inform them.

If it weren’t for the the BlendTec team putting out “Will it Blend?” and all of their recipes demonstrating the ease of the product, I would have had less information. And truthfully, I don’t know that I wouldn’t have ended up with the competitor.

The content you choose to put out to educate potential customers is absolutely vital. Don’t overlook it. It might just lead to some impulse purchases in your favor.

What’s the most spontaneous thing you’ve ever done?

View all responses