Rewiring the Web for Commerce.


Twitch Point Planning is a communications planning process whereby a company understands, maps and manipulates consumers closer to a sale. How does one do that? On a device, with creative prompts, and smart motivating landing content.

A prospective client has a multi-million dollar business selling maintenance parts and equipment; everything from paper towels and generators to lock washers. Like Thomas’s Register, sales gained traction when they moved to a catalog business; providing easy access to skillions of parts, SKU numbers, pictures, sizes and discounts.

Along came the Web. Now the company has moved the catalog online, automating a good deal of the process. Online there are two default customer care tools: search and pop-up chat apps. A great many of visitors to a site, however, already know what they are after. They have a shopping list. But what of the remaining visitors who have a need but aren’t sure what they want? Customers for whom typing a lengthy description in a chat box is not optimal? They are more apt to go to a box store or a distributor for a talk with a SME (subject matter expert). Visitors who fall into this category are likely to twitch away. Buh-bye.

Here we need an app to keep them on the site. Not an app that asks why they are leaving, what we did wrong or, God forbid, provides a customer sat survey. Something that moves them closer to a sale. In their new book Multiscreen Marketing: 7 Things You Need to Know to Reach Your Consumers, Natasha Hritzuk and Kelly Jones, suggest start with the consumer not the technology. I’m certain with five well bracketed questions and a decision tree, a customer can be brought to the brink of a buying solution, even when they are not sure of a part name. And that is how we rewire the web for commerce. Understand, map and manipulate on your own site. Thoughts?