If you work closely with sales, you have probably asked yourself one or two of these questions:
- What can we do to sell more?
- How can we make our customers purchasing decision easier?
- What can we do with upsellers?
Consumers often show similar buying behaviour. Before the purchase (a 3D configurator is very usefule in this Stadium), the potential customer usually struggles with inner desires and fears. The purchase of a product is intended to solve a problem, but there is always the fear that a product will not work as expected and thus not solve the problem. The more a potential customer wants a product, the more likely it is that he will buy the product – as long as the fear of a wrong purchase is not greater.
An example should illustrate this fact. When customers buy shoes in a retail store, they can touch and try on the shoe beforehand. When buying shoes online, the risk of making a wrong purchase is greater, as there is a fear that the shoes will not fit so well or will even be uncomfortable to wear. That`s why you will usually prefer to shop in the local store.
This is especially true for complex, configurable products.
In the following, we would like to illustrate this using an exemplary configurable truck. Trucks can often be customized and configured to meet different customer needs. Trucks are usually sold at the local dealer. The customer can at best see a few different versions of the truck. The exact version of the product that the customer actually wants will only be visible in the rarest of cases. Therefore the potential buyer has to imagine his desired product in his fantasy world.