Sample persuasive message COMM/470 Communicating In The Virtual Workplace Electronic commerce has become a part of everyday lives. Many retail choices available through the Internet, which can save time, effort, and provide a greater selection. Electronic retailers (e tailers) realize this has become an increasingly competitive environment. These retailers must not only find new customers but also retain the existing customers. As with any retail-company, business research is vital for their existence.
E-tailers must understand customer behaviors to serve their customers and help understand the decision process customers go through prior to making a purchase. The purpose of this paper is to identify three behaviors inherent in electronic retailing (e-tailing). A discussion related to the communications medium in which each behavior occurs, along with explanations regarding how each medium enables e-commerce. Analysis of each behavior using communication processes, including purpose, sender, receiver, message, environment, noise, technology, and feedback.
In addition, the development and review of a sample persuasive message aimed at a virtual audience. E-tailing behaviors When a consumer begins to search for a product or service on the Internet, consumers consider many factors. Most consumers will gravitate to trusted brand names as a starting point in a product search because they have established a bond of trust with a name through traditional brick and mortar retailers and successful history. The behavioral e-tailing consumer model can be broken down into three areas, the product, the process, and the partnership.
The intent of electronic retailers is to intervene at every level to influence the buyer’s decision and gain trust and loyalty to ensure a repeat visit to their site or subsequent sale. The first behavior in the consumer model is the product or service search. Independent and uncontrollable variables influenced the product search (Turban, King, McKay, Marshall, Lee, & Viehland, 2008). These are personal and environmental characteristics like age, gender, culture, and lifestyle. The intervening or moderating variables are within the control of the vendor.
The factors like price, variety of products, and services is how e- tailers can intervene and influence the initial search. The communications mediums used by e-tailers are pricing and advertisement via the Internet on their own and advertising websites along with e-mail. The use of their brand name and promotional Internet banners will also drive a consumer toward a specific product or service for further research and eventually a purchase. Using the communication model, the sender (consumer) begins to search the Internet looking for a product (purpose).
The Internet (technology) returns the information with advertisements and pricing (receiver), and the feedback given directs the sender to the specific area. This medium enables e-commerce by linking prospective consumers to specific websites to find more information about the products and services. The second behavior in the consumer model is the purchase phase. The purchase phase, largely influenced by the e-tailer through offering free shipping, convenience of secure online payments and price comparisons.
The e-tailer strategies are prevalent in this phase. Some e-tailers may offer sample or trial services for a short period. Others interact with the consumer to make recommendations on a specific product. They may offer a live chat to help the consumer feel comfortable with the purchase. The communication medium used at this phase may vary. It can be a “live chat” or it may be a secure website used for the financial transaction. The e-tailer can offer the consumer a variety of options at this point, which include warranty purchases or express shipping.
In the communication process, the e-tailer (sender) provides the consumer (receiver) with purchasing options and many customer service advantages (purpose). The noise during the transaction will normally be minimal because the sender (vendor) wants to ensure the purchasing phase is pleasant and enjoyable. This medium enables e-commerce because a good online purchase experience will ensure a return customer and purchase. The final phase in the behavioral process involves the “partnership” or the post-purchase phase.
This is when the e-tailer continues to provide information to the consumer in the effort to build a relationship to facilitate further purchases and services. The e-tailer may send the consumer a feedback survey. They may offer a discount coupon for use on future purposes. The intent is to build customer loyalty. Using browser-tracking cookies, the e-tailer personalizes the website to make the consumer feel comfortable during the next visit to the site. The e-tailer will capture information like preferred name, credit card data for future purchases and buying preferences.
They will also send e-mail promotions on related products. The medium used in this phase can be e-mail and the website. This medium enables e-commerce because the e-mails normally provide links to the e-commerce site for easy access of purchases. Using the communication model, the vendor (sender) would transmit the message to the consumer (receiver) to incite a repeat purchase (purpose). The technology is the e-mail with the link to their site. The noise is minimal, and the feedback will be when the consumer opens the link.
The behaviors inherent to e-tailing enable the e-commerce world and allow consumers to become more comfortable with using these new shopping mediums. Sample Persuasive Messages Persuasive writing requires writers to persuade others to see the benefit in a suggestion or course of action. In order for a persuasive message to be effective, the sender must have a degree of credibility. The sender should have an expertise in the area, be trustworthy, and appear excited about the proposal. An effective, persuasive message should contain a few key components. It should grab the attention of the recipient.
It should maintain interest by stating a benefit or filling a known need. It should generate a desire in the recipient by using emotional or logical appeal. The final component is to end with an action statement. The writer must be clear about what they specifically want the recipient to do. Example of a persuasive message aimed at a virtual audience “Are you tired of writing checks to pay bills, and dealing with the hassle of postage stamps? You can save approximately $100 a year and pay bills on line from the convenience of your home or office, by using our free online “Bill Pay” service.
You will not have to worry about due dates and other fraud issues associated with mailing bills. We can provide safe and secure payment delivery guaranteed. Just follow the link below, and in three easy steps, will be on your way to worry-free bill payment. Sign up today and start saving now! ” The above message included the all the necessary components for a persuasive message. This message enabled e-commerce by providing a link to generate the online bill payment. This is an example of how e-tailers can generate business through persuasive e-mails using a logical approach.
Conclusion Electronic retailers have implemented strategic measures into their websites and other communication mediums to generate customer loyalty and locate new customers. This paper reviewed three behaviors inherent in e-tailing. Also discussed, were the communication mediums used when each behavior occurred and developed the connection regarding how each enabled e-commerce. The communication model aided in analyzing the behavior and how it fits into the model. Also described, were the components of a persuasive message.
A persuasive message, developed with these components, demonstrated how it would enable e-commerce. By using the combinations of e-mail and other virtual mediums, e tailing can become a boundless source for retailers in the future. References Roebuck, D. B. & Mckenney, M. A. (2006) Improving Business Communication Skills. 4th Ed. Person Education. Turban, E. , King, D. , McKay, J. , Marshall, P. , Lee, J. , & Viehland, D. (2008). Electronic Commerce 2008: A managerial perspective (5th Ed. ) Upper Saddle River, NJ: Pearson Prentice Hall