Cars, jewelry, bundle packages in different markets (like telecommunications, banking & insurance, utilities and more), these are just a few examples of high ticket products in the D2C world. High ticket sales are different from low cost ticket sales not only because of their price points, but usually with business models, service, and profit margins too. Because you can’t compete on budget like you can with low ticket items, you need to focus on other areas of your marketing and sales. To start, it’s essential to be customer-focused and provide them the best customer experience possible. It’s all about selling something highly valuable to the right market.
Focus on your customer journey
Every step of the customer journey requires research, attention to detail and transparency towards your customers. We’re focusing on three main areas:
- Target persona: as a business, you need to understand what your customers want. Therefore, it’s important to know what their pain points are and how you can help them. When it comes to high ticket products, they will expect a high level of service and support, experts that can advise them and answer any questions they may have.
- Buyer journey: the customer journey for a high ticket versus low ticket sale can look very different. With such different price points in play, a customer needs to carefully consider a high ticket sale and often invests more heavily in getting to know your business first. Your target audience is more likely to fully research your product, it’s a big and important purchase for them so you need to be ready 24/7 and establish a solid relationship with them.
- Customer service: when it comes to customer service, high ticket buyers require more attention and a more specialized approach. They’re investing more of their money and time in finding the right product, so your team needs to offer them an experience that matches that. A great way to do this is through Live Commerce solutions. You can engage with your customers on the spot in real-time through Live Chat and Live Video. We’ll go more into depth about how this works in the next chapter.
Customer experience expectations
Regardless of the industry you’re operating in, it’s crucial for brands to see an opportunity in bringing the in-store experience online while understanding the current online shopping behavior. Like our industry expert Rich Brecht said: ‘Video is the closest thing to a real-life experience in a virtual way.’ If we’re looking at how the customer is evolving, consumers are very clear: 83% stated that they strongly agree on the fact that their customer experience expectations are higher today than they were a year ago – according to our Retail Research Paper. COVID-19 has overwhelmed livelihoods around the world, and this definitely has a big impact on the customer experience today. Now more than ever, (potential) customers need extra information, guidance, and support – especially when it comes to high ticket products. They want a resource they can trust, that seems knowledgeable and legit – where they can speak to an expert whenever they want, in real-time.
81% of participants of our survey said they would abandon a brand and switch to another when the customer experience is poor. The focus on engaging with your audience, meeting them on their preferred channel and building capabilities for a fast-changing digital environment is essential. Therefore, customers expect brands to offer novel technological solutions that enhance the shopping experience. Digital-led experiences will continue to grow in popularity for the upcoming years, and companies that act quickly and innovate their delivery model to help consumers navigate the online experience effectively will establish a strong advantage.