I love to shop. For the most part, I prefer shopping in physical stores where I can not only see what I am purchasing, but I can touch and feel it also. I know many people prefer to shop online. While not everyone shops the same way, there are a few similarities overall among people’s shopping preferences.
A new study by Catalyst, a marketing agency specializing in retail, explored consumer-shopping behaviors across multiple channels. Their research found that most customers prefer convenience over other factors when shopping. Here are a few of the findings from Catalyst’s study:
- Convenience Is Paramount
Amazon wins when it comes to convenience. Most customers prefer researching and buying products online.
- Efficiency Matters
Customers look for what saves them time. If it is not readily available to order or purchase, or if shipping is not fast, customers will walk away from a purchase.
- Price Matters—but Quality Matters More
Customers want the best quality for the lowest price. They are willing to pay more for a product when convenience and customer service are perceived to be superior.
There are a few nuggets of wisdom for authors in this study and its findings. Here are two lessons from this study that can help you sell more books.
1. Your books must be available in multiple channels for buyers to purchase.
Believe it or not, not everyone shops on Amazon. Your book needs to be available for purchase (and quick delivery) at the places where your readers shop. Having your book available for purchase on Amazon and your website is not enough. Make sure your books are in wider distribution so that they are conveniently available to more people.
2. Your book’s price affects sales.
One of the best rules to follow when independently publishing a book is simply this: Follow the industry standard. When pricing your book, this means that your book is priced in the same range as other books in its genre that are published by the large industry publishing houses.
Since print-on-demand is more expensive per book than offset printing (printing large numbers of books at once of 1,000 or more copies), independently published authors often price their books higher than industry standard. Pricing high allows the author to make a decent return on each book sold. However, pricing your book higher than other books in your genre can result in a loss of sales. Remember, people are looking for the best quality at the lowest price. If a reader is considering purchasing your book or another book on the same topic, if the books appear equal in quality, the reader will opt for the lower-priced book.
Book buyers are shoppers and they, like most consumers, prefer convenience, efficiency, and good deals.
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