The Power of Consumer Behavior Data: Getting to Know Your Online Shoppers

One thing I’ve found quite eye opening over the last few months is that a lot of retailers (across numerous verticals) believe customers who are on their website are “ready to buy now.” The bold reality is that 50% of customers AREN’T.

 

In fact, customers who are still shopping around actually visit your store’s website more frequently before they determine that they’re ready to make a purchase. Consumers are coming and going from your website. New data suggests that sessions and frequency increase as those consumers continue to conduct research.

 

Long story short, your consumers (when researching) are all over the place. As they continue to visit your website, leave and visit again, they’re cycling through various parts of the standard purchasing funnel.

 

It’s very rarely a seamless “top of the funnel” to “bottom of the funnel” journey. Consumers might go back up the research phase after just encountering the consideration phase and then back down again. This is especially true for shoppers who are about to make a large purchase or investment.

 

Consumer shopping behavior can be unpredictable

 

Because consumer shopping behavior can be quite unpredictable at times, it’s incredibly important to listen to what they’re saying through the actions they take on your website. How long has it been since they visited your website? Did they stay a long time? Have these consumers been visiting far more frequently than usual? These are important questions to address, because they provide more insight than you would think.

 

Consumers can’t, and often won’t, speak to us directly, so we need to guess their wants and needs based on the data you can collect online. I’m not talking about a name, phone number and email address.

 

Instead, you can use your website to leverage the power of interactive software, coupled with artificial intelligence (or A.I.) to make the best marketing and consumer outreach decisions. Interactive software, like PERQ’s Online Guided Shopping Solution, can help align the best experience to each individual consumer’s actions.

 

Obviously, this can be a tad frustrating when you take into consideration the number of consumers who DO linger on your website without making a purchase. If they’re in the research phase, and they’ve gone through multiple experiences, how do you target them in a way that isn’t aggressive and allows the consumer to have the freedom to browse? Email nurture can help.

 

Email nurture is when your store “nurtures” its relationship with specific consumers who have indicated that they’re potentially going to purchase, but who are still on the fence with other stores as well.

 

For those consumers who have gone through different stages of the shopping funnel (and your website), email nurture might be a great way to hook them back in and really solidify that relationship. Just like A.I., email nurture is about giving consumers the right message, at the right place and at the right time. In this case, however, the outreach is even more catered based on the data collected through the interactive experiences.

 

“Email nurture is about giving consumers the right message, at the right place and at the right time.”

 

For example, if a customer who’s already went through the “new customer welcome” experience and through a “What’s Your Design Style?” assessment, it’s clear that they’re already engaged with your store. However, they might still look at their other options. In order to push them toward a purchase, your store wants to keep those consumers as engaged as humanly possible. You want them to come BACK to your website and ultimately, step foot into your physical store.

 

With the last step being a “design consultation,” it’s clear that they’re already somewhat invested in your store. A relationship has been forged, but you don’t want to come off too strong. A good way to continue engaging those consumers is by sending an email that advertises a possible next step based on the information they provided.

 

One good email to send out (in this case) would be “we see you just completed a design consultation, so you have a good idea of what style of furniture is suitable for your home. Why not come to the store to see the furniture selections in person?”

 

Use Consumer Behavior Data to Pay More Attention to Needs

 

By catering to a consumer’s specific needs, you stand a better chance of getting that online visitor to revisit your website, schedule an appointment and come into your store.

 

Taking the time to listen to your consumers can and will have a HUGE impact on your relationship with them. Even if you don’t know precisely what their next steps are going to be, you can make educated guesses based on their previous actions and their current behavior on your website. The information these consumers provide you (from the website) will help your store to guide them toward their next purchasing decision.

Intrigue Leads to Becoming a Player in the “Game of Business”

Intrigue Leads to Becoming a Player in the “Game of Business”

I’ve been following PERQ in the news for a while, and from the start, they’ve been making an impression on the Indy community and making moves in the technology industry. I’ve always been intrigued by their story, so when I heard about an open position for a B2B Email Marketing Manager, I applied. Having never been to the PERQ office, I was in awe walking in for my first interview. From the minute you walk in the door, you feel the excitement. You are immediately greeted with a buzz of people talking on the phone. You see groups collaborating in conference rooms, engaging with each other in one of the many open areas, and you meet with employees that truly love the work they are doing.

 

On the wall are huge murals immediately capturing your attention that act as a constant reminder of the PERQ core characteristics: Savvy, Grit, Magnetism and Competitive Greatness. In the “Player’s Lounge” there is a cereal bar and a soda machine — and a few steps away is an on-site gym.

 

And drawn on one of the walls is a HUGE game board that says, “The Game of PERQ”. The intrigue continues. What is the game? What are they talking about? I had to know more.

 

The Game of Business

Since joining the PERQ team, I now realize the Game isn’t just a game board on the wall that incentivizes employees for their accomplishments. This philosophy infiltrates the entire company and it’s a “Game On!” attitude that every PERQ employee embodies. It’s about playing the game of business with an incredible team, giving back to the community, and delivering value to our customers.

 

Although I’ve always considered myself to be a team player at my previous jobs, I’m encouraged by this overall “Game On!” company perspective. I think it will allow me to work in sync with my teammates toward the same goals — allowing us to help our clients be successful.

 

What is an Online Guided Shopping Experience?

As I complete my first week, I reflect back on what I’ve learned so far, including what an online guided shopping experience is and how it brings value to customers. This information should come in handy as I continue to get, “Congratulations on the new job! What does PERQ do exactly?” I’ll be able to give them the 4-1-1.

 

An online guided shopping experience can include a variety of interactive tools, like assessments, quizzes, an appointment scheduler and more. Businesses use these assets to make sure visitors stay on their website longer while gathering helpful information about shoppers moving through the buying funnel. In turn, our clients see more time on site, receive more (better-qualified) leads and an increase in revenue.

 

By capturing valuable information about the shopper as they research and explore a website, the sales team has the details needed to continue the conversation in-person and more easily close a deal.

PERQ Expands Team Focused on Delivering its Award-Winning Online Guided Leasing Platform to Multifamily Industry

Indianapolis, IN – January 22, 2018 – PERQ, experts in online consumer engagement and behavior, today announced the appointment of Patricia Crawford as Vice President of Multifamily Sales. Crawford brings over two decades of experience in the multifamily sector to PERQ and will be responsible for accelerating awareness of the company’s award-winning, innovative online guided leasing platform among multifamily owners and managers.

Patty CrawfordThe rental market in the US is in a rapid growth mode: currently over 37 percent of people in the US already rent, and there is a need for 4.6 million additional rentals by 2030. [1]However, the online presence of multifamily operators has not met market demand for a more intuitive online experience.

 

PERQ’s unique platform has been designed to empower multifamily websites to act like a top-performing leasing agent versus a one-dimensional, simple online brochure. PERQ’s interactive experiences are designed to create a two-way, online conversation, providing rental process assistance while educating potential renters – culminating in more leases through higher web conversion.

 

Multifamily brands using PERQ report a 550% average lead lift from their websites and are able to collect 5X the volume of consumer data on each lead. And implementation is simple – just a single line of code needs to be added to an existing website.

 

“I’m excited to introduce this truly revolutionary platform to the industry and show them how simple it is to create meaningful, engaging conversations online that lead to higher conversions,” said Crawford. “This is an exciting time in the multifamily market – as we are seeing a dramatic shift from owning to renting among both millennials and baby boomers as they embrace the notion of being more mobile and less attached. PERQ’s products address the needs of today’s apartment seekers: an online experience that is engaging and personalized – and ultimately leads to higher conversions. ”Crawford’s career includes leadership positions at LeaseHawk, CoStar Group (owner of ApartmentFinder) and Network Communications; and she currently serves as Regional Liaison for the National Apartment Association (NAA).

 

Crawford is entrepreneur-minded – at ApartmentFinder, she identified technology solutions to solve challenges in the rental space and helped the company grow from just four print publications with a disjointed online presence into a well-known resource with presence in over 110 markets and across all media channels, including online and social media.

 

“Patricia is the perfect fit to lead our expansion in the multifamily vertical,” said Andy Medley, CEO and co-founder at PERQ. “She has the drive, expertise and experience that’s necessary to introduce the PERQ solution to rental management companies. The time is right for innovative engagement and conversion software in the space. Patricia has built a strong reputation in the space, and we’re excited to have her on our team, leading the way in this exciting new venture.”

 

For more information about PERQ’s solution, visit https://perq.com/multifamily-renter-software/ About PERQ 

PERQ (www.perq.com), a marketing technology provider, boosts website conversions by creating and delivering interactive experiences to the right consumers at the right time. Founded in 2001, PERQ solutions today are used by more than 1,000 businesses across the United States. PERQ’s brands have been named to the Inc. “500 Fastest Growing Companies in America” list on three separate occasions, and its online guided shopping solution is a 2017 Gold Stevie® Award winner for lead generation software and a 2017 Ventana Research Digital Innovation Award Winner for Marketing.

 

[1] Source: https://weareapartments.org/

Being a Leader at PERQ

Being a Leader at PERQ

What are the expectations of being a leader at PERQ?

 

Sure, it’s a question I could answer. One that was always being discussed in a roundabout way through one off discussions, one-on-ones, or during our weekly Wednesday manager meetings. The content was always similar and coming from the same place, but used more anecdotally rather than specific and consistent.

 

Some were cultural things, most were tactical, and some were those really weird scenarios that were likely to never happen again… but, they all provided learning lessons to help our growing leaders improve while trying to maintain consistency across departments.

 

However, something was missing. All of these lessons and decisions would be discussed and then we would move on. Nothing documented. Nothing from which to go back to when another challenging leadership decision popped up.

 

We weren’t able to leverage our experiences from growing the business. And worst of all, there was nothing that I could point to that easily described what it meant to be a leader at PERQ for the new managers or for the experienced ones who needed to be reminded of what is expected to lead at PERQ.

 

While our management team was reading High Output Management together, it struck me that I wasn’t using my leverage correctly or efficiently when it came to providing the expectations for leading at PERQ.  In other words, all of the problems were my fault (Booooo!). So, I got to work.

 

The end result was a document titled “How We Lead at PERQ.” Feel free to check it out here.  

 

It was a fun exercise and one that really wasn’t that hard to write. These were things that Scott Hill, PERQ co-founder and executive chairman, and I have practiced and believed in from the start, as well as things our team has learned along the way.

 

After a couple revisions with Scott, I sat down with the management team and we went through it together.

 

This took place over a few meetings at the end of our weekly meeting. We took our time until we were all aligned and bought into the the essence of the document. Some discussions we had never had before. Have you ever openly discussed with your entire management team how to let somebody go? Great and meaningful discussions that showed me what we were doing well, and others where I needed to be more effective in coaching.

 

Moving forward, this document will be ‘taught’ at leadership development classes, whenever we hire in a new manager, or when an existing manager strays from the expectation. The first two will always be done by me. Something that will definitely help me learn while setting the expectations and reasons behind them for the future leaders to come.

 

A few key takeaways for those looking to do something similar:

 

  • Think about big moments where you and another manager or the whole team had to solve a problem. What did you learn? What was the core logic in the decision?
  • Write down those sayings your team has heard from you. Most leaders love sayings and analogies, and we generally have a few ‘go-to’s.’ Write them down. They are crucial.  Your team already knows them, and there is more meaning than just the words.  Example for us – Power is taken, not given.  Our team knows what this means.
  • Get your team involved.  Ask them what makes a good manager while you’re prepping? How is it different for our culture and how would you describe that difference? They’ll have great stuff to add here.
  • Be specific. Each company’s culture is unique and built around core values that mean something. This is your time to call those out specifically focused around leadership and management.
  • Have fun and make it your own!

 

Marcia Deem: “5 Things I Learned During My Time at PERQ”

Marcia Deem: “5 Things I Learned During My Time at PERQ”

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]I made it! I’ve been at PERQ for around 2 months now and it definitely feels like home. I joined the Marketing team in June as Marketing Events Manager — where I develop event strategies to generate brand awareness and help drive more sales.   It’s been pretty awesome!

 

I’ve learned a few things about the company and its culture over the last 2 months. Here are a  few of the things I’ve learned so far![/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531505148933{padding-bottom: 25px !important;}”]

1. The Work Hard, Play Hard Philosophy is Not a Joke!

[/vc_column_text][vc_column_text]There’s no denying that we get s**t done! It’s fast-paced and there’s always something new to learn! Still,  PERQ-ers know how to have fun too.

 

From water balloon tosses and beers on Fridays to planned pitch-ins and office relays, there’s always something going on. You are never bored, that’s for sure.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531505168372{padding-bottom: 25px !important;}”]

2. Every Single Person in the Building is Equally Important

[/vc_column_text][vc_column_text]Here at PERQ, upper management is good about making sure you understand how your specific role is tied to the company’s goals.

 

If you work at PERQ, your position was carefully thought out and planned. You were hand-selected because of your skills and cultural fit. Everyone is important.

 

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531505212080{padding-bottom: 25px !important;}”]

3. I <3 Agile Marketing…wait, what’s Agile Marketing?

[/vc_column_text][vc_column_text]Scrum master, sprint, scope… Huh?? I didn’t know much about Agile Marketing before I started either. Thankfully, it’s not as complicated as it seems and seeing it in action is actually pretty cool.

 

For me personally, it’s been a great way to keep me organized, prioritize my tasks according to deadlines, and get an idea of what the rest of the team is working on and how it impacts my own projects.

 

If you’re interested in learning more about Agile Marketing, you can meet up with other marketers at one of  Agile Marketing Indy’s monthly events. If, of course, you’re the type of person who prefers to conduct research on their own, Google will be your best friend![/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531505233588{padding-bottom: 25px !important;}”]

4. Marketing Definitely Needed an Events Manager

[/vc_column_text][vc_column_text]

 

…And I’m so glad they picked me! PERQ participates in so many trade shows and conferences for the Auto, Furniture and Multifamily industries, I’m not sure how they managed it all so well before me. Kudos to everyone that was involved in planning events before, because I’ve been crazy busy!

 

 

Planning, managing and executing all the pre/at/post-show details is not for everyone – deadlines, specs, sponsorships, integrated marketing campaigns, technical requirements, and an ever-expanding list of contacts from vendors and associations. It’s no wonder Event Planners are always on the list of most stressful jobs! Still, I absolutely love what I do![/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531505244286{padding-bottom: 25px !important;}”]

5. I Get to Be Creative…Really!

[/vc_column_text][vc_column_text]Again, that’s expected when you are part of a marketing team. But PERQ takes its creativity to a whole new level! For example, at last year’s DSES Conference in Vegas, PERQ brought in zombies to act as hosts at their “Lead Forms Are Dead” themed cocktail party!

 

Being innovative is part of PERQ’s brand. We want to make sure that ’s how we ’re presenting ourselves at the different trade shows and conferences we attend.

 

Keep an eye out on our blog and social media pages (FacebookTwitterLinkedIn) to learn about what we’ll be doing at this year’s DSES! There’s no doubt that it’ll be awesome![/vc_column_text][/vc_column][/vc_row]

New Employee Spotlight: Jenna Haring

New Employee Spotlight: Jenna Haring

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]PERQ is excited to announce the hire of Jenna Haring, our new Client Success Manager. We sat down with Jenna to learn more about her, her role, and how her first few weeks at PERQ are going! We’ll let Jenna take it from here.[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”parallax” header_style=”light” parallax_content_width=”full_width” text_align=”center” background_image=”28348″ full_screen_section_height=”no” section_height=”150″ parallax_speed=”2″ css=”.vc_custom_1523461278650{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”55px”][vc_column_text css=”.vc_custom_1523463430718{padding-right: 25px !important;padding-left: 25px !important;}”]

NEW EMPLOYEE SPOTLIGHT: JENNA HARING

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Jenna Haring

Me and my Puggle, Toby!

Hello! My name is Jenna Haring and I was recently hired for a Client Success Manager role at PERQ. I’m a Ball State University graduate with a degree in political science and a concentration in public administration. I’m from the small town of Burlington, Indiana, about an hour north of Indianapolis between Lafayette and Kokomo.

 

Prior to PERQ, I worked in another digital advertising and client success roll here in Indianapolis. In my free time, I like to play tennis, maintain a love/hate relationship with running, and take my puggle (pug and beagle) Toby out for walks. I’ve had Toby for eight years- since he was a puppy!

 

I found this position because I’ve had my eye on PERQ for a few years now. I saw articles about PERQ in the Indianapolis Business Journal (IBJ) as well as in TechPoint, and I really admired the growth and culture the company was creating. The more I heard, the more I became increasingly interested in the product as well as the culture.

 

While I was comfortable in the job I was in, and wasn’t really looking for any new opportunities, I decided to apply to PERQ on a whim. When I met the team at PERQ, I knew it was an instant fit, because my interview felt like a two-way conversation. I felt not only like you guys were getting to know me, but I was also getting to know you.
I also liked that the position would give me the opportunity to continue to work with people and help shape the position and make an impact. I love that the position is so new, and so many elements of it are still unknown, that each day is exciting and different.

 

“I saw articles about PERQ in IBJ as well as in TechPoint, and I really admired the growth and culture the company was creating.”

[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text css=”.vc_custom_1521237198580{padding-top: 15px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text]That said, a typical day for me in my role starts as most do: checking emails in the morning to see if I have anything that I can help my clients with from overnight. Then, at 9:00 A.M., I have a stand-up meeting with the Implementation Team. After that comes a full day of onboarding with clients and interacting with them to learn more about their business and what they need. I’m on the phone a lot, calling and checking in on each client and making sure that everything is going well at the different dealerships.

 

"For me, the team seems like a fun family"The rest of the implementation team has been incredibly helpful with getting me acclimated to this role. For me, the team seems like a fun family. Everyone is always helping each other and nerf darts are being shot all the time in the playful, collaborative atmosphere.

 

My favorite part about working at PERQ is definitely the “work hard/play hard” atmosphere, and that everyone is really working together towards the same goal. There’s no silos, and everyone pitches in on tasks.

 

I firmly believe that in order to be a good Client Success Manager, it’s absolutely essential to create partnerships with clients. I want my clients to look at me as their colleague and extension of their team. I want to get to know my clients, their businesses, and what drives them to do what they do. I talk with Internet Sales Managers and General Managers, and I knows that understanding them means building trust, being detail-oriented, and standing by one’s word. If I say I will do something, I do it![/vc_column_text][/vc_column][/vc_row]