Of course, people who purchase any commodity must look for it in some way. Yet today, we summon our “dairy cow” almost effortlessly using simplified click-and-send schemes that have increased in speed and potential range.
This is mainly due to the never-ending advancement of high-tech devices that are the functional equivalents of portable mega-retailers. You can literally shop anywhere, anytime, anywhere on planet earth, thanks to handy smartphone apps!
Some of the purchasing facilitators include, but are not limited to, the following:
• Easy-to-use mobile e-commerce websites
• Participation and active ratings in social networks
• Mobile payment systems through smartphones.
These and other high-tech tools should also be the new mantra of any business strategy. But this begs the question: What technology has your company implemented lately that meets the needs of the digitally-enabled omniscient shopper?
For example, consumer behavior is changing rapidly with the use of mobile payments versus retail point of sale devices by resetting their expectations and replacing old habits. According to an article published by Retail Customer Experience, which cited a 2015 MasterCard study, Survey on the thrill of safety and security, “56 percent of Americans use mobile digital payments through apps or websites, or plan to try them soon.”
If your business relies on e-commerce to drive sales of any kind, it’s time to consider responsive web design, which bridges the usage gap between fixed PCs and mobile devices. And if your business doesn’t accept mobile payments, keep in mind that it’s the fastest growing payment scheme for the next five years, according to a recent article in Forbes.
In fact, an all too common mistake of omission that many e-commerce companies make is the strong tendency to forget that their online endeavors, like all places of business, are also changing dramatically. The most likely cause of such pervasive and potentially fatal thinking is the intangible nature of virtual businesses.
How many stores can you name that are open 24 hours a day, 7 days a week, 365 days a year, rain, sun, sleet, or snow? Except for fewer big-name retail chains that can be counted on less than one hand, these establishments are non-existent. Why? Few can afford the exorbitant overheads of maintaining uninterrupted business operations.
Yet that is precisely where a competitive advantage lies in the convenience of 24/7 e-commerce. The reality of successful 24-hour operations is a boon to many companies. However, the trick is to know what works and what doesn’t. A main culprit that never fails to sabotage all other efforts is poor website design that doesn’t facilitate a great customer experience. Here’s what’s doing so well for Amazon and why. Think about it.
Here are some basic facts about shoppers’ clothing.
Visitors to an e-commerce site don’t like to spend a few minutes, much less more than a few seconds looking for what they want, or even desperately need. On the contrary, potential buyers strongly favor electronic platforms that are easily navigable with user-friendly designs that make it very easy, or rather a click, to locate everything they are looking for.
They also don’t want to play guessing at prices or product specifications and features. A clear and detailed list of all that data is the ideal format. Even better, the universally appreciated side-by-side comparison allows an at-a-glance assessment of which options best suit the unique needs and budget of each prospective buyer.
Live chat is another popular website feature among visiting potential buyers. The ability to immediately consult informed sources to get answers to questions and clarify any concerns is a valuable asset for e-commerce operators.
With many consumer products, product reviews are often the best way to drive word of mouth sales. Not only does this feature actual customer testimonials, it can also create positive enthusiasm for products that consumers can share widely, leading to a more global phenomenon called the world of the mouth. This is the best type of marketing when people say nice things about your product or service.
Wal-Mart Stores, Inc. CEO and President Doug McMillion offered strong confirmation of shopper behavior in a recent quote from Walmart’s news portal that revealed: [Walmart’s] “plan … is: [being]… the first to offer a seamless shopping experience at scale. “He went on to state that” however, customers buy [in stores, online, mobile, or any combination thereof], – it will be quick and easy. “
Did you get it? Direct your full attention to the last two words of the above quote: “quick” and “easy.” Both terms represent the operational idea and the end goal of all e-marketers.
In fact, a primary goal for any prudent e-marketer is to make shopping quick and easy, and that may be good enough to gain a competitive advantage, but if possible, make it fun, entertaining, and educational. for customers. , too.
This expected result is very realistic, as a quote attributed to Wal-Mart Stores president and CEO of global e-commerce Neil Ashe vividly illustrates, “24 million consumers use the Wal-Mart app each month … and the app ranks in the top three retail apps. ” Ashe went on to reveal that “[Walmart] provides services that constantly eliminate friction to make shopping in our stores easier and more convenient. “
If I were to reduce this article to one sentence, here it is: Digital is the new normal. I leave you with this thought to ponder. Is your marketing stuck in “analog mode” as your customers increasingly use digital tools to search and find what they need?