Personalized shopping is no longer a consumer dream. It’s an expectation.
Online and mobile shopping have expanded and enhanced the shopping experience. Each year, more people comfortable with online shopping. With more than 300,000 online sales in 2014 compared to 170,000 in 2010, online shopping will only continue to grow.
Many retailers have found success by creating a customized, personalized online shopping experience. Bu there are a few things to consider before you go full throttle. This post explains how to create product content that will engage, inform and engage customers during their shopping experience so they keep coming back for more!
Product Content: Less Is Not More
At some point, you probably went online with the intention of making a purchase. But you couldn’t find what you were looking for and either gave up or went somewhere else to find it. This is a brand’s nightmare. With 68 percent of online purchases driven by finding the right product, it’s hard to imagine that brands would let incorrect and inaccurate product information to slip through the cracks.
But it happens all the time. You can help avoid this by:
- Making sure you are uploading accurate, up-to-date content.
- Offering a variety of images to choose from (not just static, but 3D and 360 spin).
- Providing additional attributes (colors, sizes, materials, etc.).
- Allowing customers to interact by posting testimonials and rating products so others learn how much your customers love your product.
There’s no doubt that people like to feel acknowledged. What better way to create a brand-consumer relationship than through a shopping experience. You can build stronger connections by:
- Personalizing emails so they’re geared towards customer shopping habits.
- Creating a community with incentives for your customers (special discounts, events, etc.).
- Increasing engagement and awareness by offering suggestions: (“If you liked that, you might like this…”)
Be There When and Where Customers Need You
Imagine the process of purchasing products before the internet. The only time to buy was during store hours. With innovation comes change. Or is it the other way around? Regardless of how you see it, there comes a time when a brand has to adapt to exist. Here are a few things that will ensure you’re available for your customers 24/7:
- Website and online purchasing
- Mobile purchasing
- Smartphone applications
Predict Consumer Behavior
Of the 87 percent of online users who have made an internet purchase, 59 percent have made multiple purchases. What does this mean to you? Opportunity. This is your chance to turn a one-time purchaser into a loyal customer. Companies like Amazon have mastered this. Here’s how you can do the same:
- Understand why customers make decisions.
- Base your design on what does the customer wants to see.
- Option to repeat past orders.
- Track product searches online vs. in-store to see what products should be available where.
Take a moment to think of how your shopping experience has changed in the last five years. It’s pretty crazy to see how far we’ve come. Now, imagine shopping online five years from now. Whatever the technology gods have waiting for us, we’re pretty excited to be part of it!