一个收藏按钮引发的思考

今天逛淘宝,看中夏小暖家的两条裙子好喜欢啊好喜欢,于是先收藏了起来。突然想到,用户点击收藏这个按钮,而不是立即购买,这个过程的心理是怎样的呢?
      试着分几种情况讨论~
  •       if 不完全满意:比如嫌价格过高静观降价;比如多收藏几款比较后再购买
  •       if 未达成购买条件:比如要在网银充好钱再购买;比如要等发工资;比如没到需要使用的时间
  •       if 出于比较心理:比如找同款全网最低价;比如考虑邮费问题要在一家多买几件,但是这家没有其他喜欢的,再去别家找找。
       针对这几种情况,可以做出哪些努力来促进购买行为呢?作为一个拥有崇高无上闪闪发光的国家计算机VB二级证书的高手,咳咳,我知道在编程语言里,if 和 then 是一对不离不弃的好兄弟。于是……
  •    then: 定期做促销活动,并将活动信息推送给收藏的买家,促使消费。
  •    then: 跟踪用户购物每款产品的高峰与低谷的周期,在每个周期的高峰发送提醒(听起来好腹黑啊啊,可是卖大米的王永庆也是靠着揣摩用户行为周期发家的嘛~)
  •    then: 丰富店内产品线,尽可能进行搭配方案的服务,这个时候,你销售的就不是产品了亲,上升了一个高度啊,你销售的是解决方案!
       从琢磨用户寻思啥回到收藏按钮的产品设计上,还可以有更多的可以创造价值的地方呢。
       想当年做淘宝店的时候,我特想知道都有谁收藏了商品,这样就算傻傻的点对点营销,或是用户调研,也能提高销量、做好产品了。但是,淘宝没有给我这个机会!是不能看到哪些亲收藏了商品的!加上推广无力,最后就默默的关了店……所以,我觉得对卖家开放收藏用户数据,在不涉及用户隐私的情况下,是可以促进消费的。
       其次,听闻淘宝最近在做社会化电商,收藏这个按钮,和分享链接给好友有着异曲同工之妙。你想啊,如果拿不定主意要不要买,分享给社区里的姐妹一起参谋下,还能让更多人淘到宝贝呢。并且,淘宝把这个功能融到收藏里,节省了在蘑菇街这样的社区里复制粘贴链接这个环节,更方便,也是有杀伤力的~
       最后,有个实现难度大点的,收藏是有着用户数据价值的,通过用户某段时间的收藏,可以看出最近的消费喜好,淘宝有个同类商品推荐功能,但是和我收藏的完全不相关嘛。这个,可以通过标签和读图来实现精准推荐。

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