Buyer, Shopper, and Browser

The traditional approach to marketing sees shopping as a stage in the buying process, which brings with it a distinct bias.  It is assumed, often incorrectly, that a shopper will eventually become a buyer unless something goes horribly wrong.

This assumption is a mistake, and the low "success" rates in marketing are taken as evidence that the tactics of marketing are ineffective.  But this might instead reflect the degree to which the tactics are being used inappropriately.   That is, it is not your aim, but your target.

What is likely needed is a change in philosophy: to separate the shopping and buying process.  In effect, to consider shopping as a thing unto itself rather than a step along the way to buying.

Granted, our objective is still to make a sale.  We mean to channel the interest of shoppers, however weak, and use it to guide them to the register.  But if we begin with the assumption that all shoppers are potential buyers, we get the sense that what we are doing is fundamentally wrong and needs to be changed ... when in reality the same tactic needs to be better focused, and an entirely separate set of tactics developed for shoppers who are not strongly inclined to become buyers, which acknowledges the possibility that some may not be.

Another problem with the traditional assumption that shoppers will become buyers is a focus on "barriers" to purchasing.  The marketer sees himself as removing the obstacles between the shopper and the (buying) goal he is presumed to be hot in pursuit of.  But when we have eliminated all obstacles and the shopper still does not buy, it's clear that this approach is insufficient and misguided.  If a shopper is sufficiently motivated to become a buyer, he will often overcome obstacles on his own.   The approach of marketers should be to stimulate motivation rather than merely facilitate actions.

The same is true of each action you might wish a shopper to take, and more so because the technology already makes it as easy as possible.  The shopper has all the tools he needs to browse your product selection or encourage others to purchase - but he does not have the motivation to do so.  Making it easier or more fun to do something that a person does not care to do will not make them more inclined to do it.

Perhaps what is needed is a further level of distinction - to consider a "shopper" to be a person who is considering products with an intent of purchasing, and to create a separate class of "browser" who has no intent of purchasing but is perusing products as a means of entertainment.   I expect that with some effort, the behavioral patterns of each could be distinguished so that the two are no longer (erroneously) considered and marketed as if there were no distinction.