How to be a hero for Need-It-Now tech audiences.
For many, the latest tech, appliances, and smart devices, while staples in our lives, are purchased when the time is right or there's a sale. But one major group doesn’t have the luxury of time—they need their tech as soon as possible. We call them the Need-It-Now audience.
Need-It-Now customers come from all backgrounds and are in the market for a wide range of potential products. What they share is a demand for speed—the faster they can get what they’re after, the better.
Many customers fall into the Need-It-Now audience here at Best Buy. Here are just a few examples:
Broken gear audience
Around 80% of major appliance purchases at Best Buy come from customers with an urgent need. These shoppers wake up to a broken-down refrigerator or washing machine and desire a quick fix to return to normalcy. And if it can get delivered straight to their door, all the better.
Last-minute gifters
While some gift-buyers plan well in advance, many wait until moments before their deadline to grab that gaming accessory or pair of wireless earbuds. For example, half of Best Buy holiday shoppers make their first purchase several weeks into December. This habit isn’t exclusive to the holiday season, either. Last-minute buying is common during every gifting holiday, like Mother’s Day, birthdays and more.
Pre-movers
In the weeks and days leading up to a move, many people are eager to have all their essentials purchased so they can immediately settle in. This means getting a TV that’s just the right size, or the latest smart home accessories to make the most of their new space. With a constantly growing list of items to check off their list, these buyers prioritize speed as well.
How to be there when they need you
To make the strongest impact with an eager audience, it’s important to have maximum visibility in the spaces they’re patrolling for their targeted products
- Offsite Search: Need-It-Now customers are looking, first and foremost, on search engines like Google and Bing. By showcasing products front and center on these platforms, brands can use brief messages that highlight key details to instantly capture a shopper’s attention.
- Products: Customers who have our store in mind will turn to BestBuy.com and the Best Buy app, and you can easily blend into their search experience with Sponsored Products. These ads are triggered by search terms that include product attributes, relevancy, and customer behaviors to help you stay visible where shoppers can pivot to a purchase at a moment’s notice.
- Onsite Display: For customers who are simply browsing our web properties, we offer a range of display ad options, from Super Leaderboards to banners throughout the scrolling experience. These display opportunities provide more creative flexibility to pique the interest of an audience.
- Social Retargeting: For those who land on your BestBuy.com product pages, it’s also important to follow up with retargeting ads on a variety of social networks that continually keep your brand top-of-mind as they drift away from the shopping experience.
Make your message count
Clear messaging on price, assortment, and fulfillment options is the most effective way to capture the attention of a Need-It-Now customer:
- Price: In quick purchase situations, shoppers are frantically comparing options—and competitive pricing is a make-or-break detail. Be sure to clearly display the cost of your product, especially if it’s discounted.
- Inventory: Having a product in stock is the bare minimum. The real question is: how convenient is it to obtain? Geotargeted search results can pinpoint the closest store to a customer and compel them to seize an opportunity.
- Fulfillment: Customers have a variety of preferences when it comes to claiming their purchase. Some like to show up in person, others who order major appliances need at-home delivery. Sharing all their potential options will set your brand apart.
Now’s your time
Best Buy offers a full suite of retail media solutions to reach customers who need electronics fast. Connect with a Best Buy Ads expert today to learn how to create an ad experience that captivates, converts, and drives results
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