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Marketers have developed a sophisticated understanding of how consumers go about deciding whether or not to buy a product. Using their understanding, marketers try to influence that process with messages that make consumers feel good about each phase of their purchase decision. As you'll see in the video, CanGo, like many smart e-tailers, has constructed its Web site to mirror the consumer buying process. By sending the right messages, the site stimulates consumers to click through each page. If all goes well, consumers who reach the final page will have developed such intense liking for the product that they'll buy it.

However, the consumer buying process rarely unfolds as marketers would like. Consumers often hem and haw, shop around to compare prices, or just lose heart when the time comes to open their wallets. The process grows all the more complicated when the consumer shops online. As Andrew and his team learn, a distressingly high number of e-consumers fail to "pull the trigger"-complete the transaction with that final click of the mouse. As you watch the video, note how the marketing team accounts for this reluctance. Notice as well what steps they take to determine how effectively the CanGo site addresses consumer needs.

Watch the Introductory Video to take a look at how these issues are confronted at CanGo.

 
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