Shopping process hierarchies depend on the purchase purpose, and the online store needs to address these purposes. Generally, for those shoppers who already know what they want to purchase, the process is simple and similar online to the retail process. The process normally features the following steps:
- The customer enters the store.
- The customer finds the right aisle, location, link, or code word.
- The customer searches for the actual product.
- The customer selects the product.
- The customer fills out the order or checks out.
- The customer leaves the store or logs off.
- The customer keeps the product or returns it to the store or through a return process
The other two types of shoppers may shop randomly. The browsing third is enticed by link, an ad, an end cap, or another promotional device. This shopper will move randomly around the store to see what is offered. The information shopper is more specific in searches and may look in catalogs, search at retail, or investigate on the web.
When Michael was seeking a specific product, he was not interested in the distraction of a pop -up advertisement. Yet, when he was looking for a vacation spot, the pop-up window did not bother him. In fact, he quite enjoyed it. He wasn’t waiting for a client, and he had plenty of time before needing to book reservations for his vacation.