Online shopping was already on the rise before the coronavirus pandemic, but during March and April this year, eCommerce soared. The sudden boom shook businesses, forcing them to reevaluate their digital shopping offerings. Digital shopping experiences extend beyond basic functionality. Retailers need to offer 5 Star Customer Experiences across the entire customer journey from the moment they open their browser, to the day they open their package of freshly purchased products.
Whether customers choose to shop online or at traditional brick-and-mortar retailers, they are looking for convenience. In our 2020 B2C Buyer Report, “Who Wins Where”, 76% of consumers said fast shipping speed is paramount to a positive online shopping experience, that number increased by 14% compared to last year’s study. Sixty percent of survey respondents also said fast checkout creates a positive in-store shopping experience.
As a company how can you improve customers’ shopping journeys? Focus on convenience. This doesn’t have to mean a total commerce overhaul. There are small steps businesses can take to improve online shopping experiences. Traditional retailers can focus on streamlining digital shopping across various platforms. Provide accurate shipping and tracking information for improved customer self-service, and make product return procedures fast, easy and clear. Providing better online experiences now can help drive foot traffic to brick-and-mortar stores down the road which is a win-win for traditional retailers.
A major growth opportunity for digitally native brands lies in customer loyalty, the aspect of shopping ranked 1.6x better for traditional retailers than digital brands . While customer acquisition can be costly for digital brands, fostering customer loyalty creates an opportunity for recurring revenue and long-term consumer relationships. If the brand can be a convenient solution and offer a positive experience for customers’ wants and needs, the seeds for customer loyalty will be planted.
While digitally native brands may lack the in-store presence of traditional retailers, they can partner with them to offer better shopping experiences, such as in-store returns or product pickups. Example – Amazon and Kohls, details.
Another aspect of shopping that digital brands can capitalize on is the opportunity for personalization. Our 2019 B2C Report found that customers’ main personalization expectation was receiving tailored discounts. This year, 36% of customers want to see personalized product recommendations on the brand’s homepage- the highest-ranking expectation. Having products that suit the customers’ needs or personality in front of them is a unique convenience more easily suited for digital brands. When customers feel brands truly understand and support them, it leads to a holistically positive experience, which is a stepping stone for brand loyalty.
If you’re looking to optimize your customer experience, our team of experts can help get you up to speed. If your business is looking to build a digital storefront, we can help you with our commerce services. Check out the work we’ve done for companies such as Ulta.