• AlanCh

    Good to see academics and practitioners getting together, kudos to both.

    I also see a lot of ‘traditional’ buyer behaviour transferring [translating?] to online behaviour – you will no doubt spend hours wandering around ‘gadgets R us’ type bricks and mortar sites just as my wife can spend hours in horse riding accessory shops. It would be interesting to see how that offline activity impacts on your search behavior, both before and after the offline ‘entertainment’?

    The point I wanted to make is with regard to the online ‘sufficing’ concept. Offline this would translate into price differentiation through location. That is, if I know I’m in the best location in town and attract customer volume I can edge up my prices [apart from a few KVIs] confident that ‘sufficing’ will kick in. Online, could it be that being the top 4 on a SERP is the equivalent of excellent physical location?

    If so, can I edge up my prices for the product that satisfies a searcher if I am top for the term that will produce that SERP [your Amazon example]?

    It might even be that I don’t actually need to have the lowest priced widgets so long as I top the SERP for “cheapest widget” – sufficing would make the searcher go with me anyway? Do I need to worry about a cheaper competitor who is down on page 3?

    Of course – as you point out in your piece is the caveat that all buyers are different … time-rich folk will always spend that extra 30 minutes saving a few cents [offline, driving around town].

    Apologies if I’m just stating the obvious, it’s the ex-retailer in me coming out.