Omni Channel Shopping: In Person Shopping is Back, So What Now for E-Commerce?
As the weather improves and the world begins to open back up again , people are excited to get out this summer and embrace normalcy (or some version of normalcy) again. One of the entertainment options will be shopping in person, which many consumers have missed. Spending a whole day at the mall or pushing through crowds in retail stores might not have sounded very exciting in the past, but as retail stores and brands with an offline presence get the permission to open in-person shopping again, they will surely upgrade the customer experience and environment to attract more foot traffic.
However, we still believe e-commerce is here to stay. Consumers have gotten a taste of the convenience that’s tied to shopping online, and some items are just better shipped straight to your door. Spring & summer continue to be a popular time for certain e-commerce categories, such as apparel, home & living, beauty, and travel. Here are 3 best practices that we put together for e-commerce retailers who want to take advantage of the seasonality trends, and to keep up the growth momentum seen throughout the pandemic.
Enhance convenience for shoppers
One of the biggest advantages for consumers to shop online is that they can get a product that they saw on their screen straight to their doorstep, quickly. Shoppers will continue to expect enjoying perks such as free shipping, free return, and occasional online discounts when comparing products between online retailers. Amazon has gotten all of us in the habit of not buying anything that requires a hefty shipping fee. Even though smaller e-commerce retailers will have to invest more into logistics, in the long run, it’s necessary to acquire new users by offering conveniences such as free shipping or discounted shipping. Over time, the volume of online sales will start to offset shipping costs. Furniture retailers like Floyd Detroit, Article, offer free shipping and free return even on large ticket items to make the shopping process as seamless and worry-free as possible. On-demand grocery delivery apps like GoPuff offer a flat shipping rate of $1.95 on any order, and Avo promises free shipping on any item, even if it’s just a clove of garlic. When consumers reach the check-out stage with any of these retailers, they likely won’t get cold feet due to the surprisingly high shipping charges.
Help shoppers decide, virtually
Without being able to try on or try out products in person, the big barrier to shopping online is the possibility of experiencing buyer’s remorse. When consumers receive the product and it does not meet their expectations or imagination, the order enters the return and exchange process which can be costly for the sellers and time-consuming for the customers. One way to negate this is to showcase the products and their advantages as clearly as possible on site. Tactics like including motion videos of the products in use (Our Place shows how their signature product is non-stick), or showing products on a variety of models (Parade shows no matter what size you are, these garments will fit you), will help consumers imagine and understand the product as much as possible before they make a final decision. If you have the means to get fancier, IL MAKIAGE does a great job in helping the consumer select products by taking them through a series of quizzes that’s powered by a wealth of data. By answering questions about their skin tone and skin type, as they would in an offline environment with a sales associate, consumers will be led to the “perfect matching” product for them that they will surely love.
Collect first-party data, but engage authentically
As third-party data becomes more and more obsolete, privacy policies across platforms become more and more complicated to navigate. First-party data is more valuable now than ever. Brands must capture the traffic driven to their site from both organic and paid channels. Companies do so, by setting up the appropriate email and other customer collection processes. A simple pop-up form upon landing on the site with an offer attached (e.g., 10% off first order) is invaluable. As customers willingly provide personal information, brands are responsible for providing an engaging brand experience and protecting user privacy in exchange. Tuft & Needle sends an engaging, authentic email to customers who abandon their cart, but leave behind an email address as they mull over their decision. Consumers sure won’t feel like they’re getting junk mail from the brand after receiving these personable, engaging, and authentic marketing emails.
