What does the new digital shopper want?
The pandemic has changed the digital world. This shift can be seen from the brands’ approach to marketing and their online presence to digital shoppers’ behaviour and expectations. About 54% of users are willing to look for alternatives if their usual brands do not offer an excellent shopping experience. The latest trends are not available or if their delivery offer is not convenient enough. As we stated in our article on e-commerce trends, brand loyalty has been replaced by value, availability and convenience.
Simultaneously, automation in the interaction with an e-commerce site, such as form filling and one-touch payments, makes it easier for consumers to change their loyalty if they find something easier or better. However, the digital experience remains the same: brands promote their products expecting consumers to purchase them. What has changed is the context. Being at home has given consumers more time to research, evaluate and interact with different providers. In the buyer’s journey, the awareness stage is longer and more in-depth.
Also, brands must communicate with their consumers in increasingly creative and personalised ways along the customer journey. Relevant and high-quality content is the secret to success. Consistency is essential. Remember that the digital shopper follows a journey to buy a product, so it is necessary that the content on your website, on social networks, in emails or the e-commerce store reflects the values and tone of your brand.
Personalisation can change it all.
Above all, personalisation is vital. It goes beyond addressing someone by name and should add value. Brands must keep customer experiences fresh and engaging, and that personalisation must be implemented at the individual level. More than 42% of UK shoppers say they have recommended a retailer because of the quality of content they share. According to a study by Nuxeo, “Consumers said that personalised content makes them feel more valued (29%) and more likely to buy again (28%). A quarter (24%) said it made them more loyal, and more than a fifth (22%) said they would be more likely to recommend that retailer as a result.”
When using a solution like Recommend, the automation of the content shown will always be data-driven. The platform can determine behaviour patterns and reflecting them on your website, product recommendations, and marketing communications. When gathering data from your website visitors, you can predict actions and implement your personalisation strategy accurately.
Our latest update provides your team with all the tools required to increase the shopping experience’s value. Recommend’s dashboard allows you to visualise real-time data about your e-commerce website; the marketing automation and email/push notifications modules give you the capability to manage your communications exactly when it is relevant for your customers. Also, tracking your campaigns’ performance is easier thanks to the use of “heat maps” to show what sections of content in your e-commerce website and emails are the most visited.
The new digital shopper
The future of the e-commerce scene is at a unique moment in history. Brands that traditionally focused their resources on physical stores are now taking the digital world. The competition is increasing, and digital shoppers know the power they have at their fingertips. Retailers and brands must be proactive in their approach to innovation and deliver exceptional customer experiences.
If consumer expectations are not met, customers will go elsewhere. “As generations of digital natives assume greater purchasing power, these priorities will become increasingly important, so it is up to retailers to strive to stay ahead of their demands.” – “Navigating The New Normal”, Nuxeo.
Innovation, personalisation and relevance in communications and interaction between brands and digital shoppers are already possible. The technology is available to make it happen. Using Recommend, powered by AI, can streamline processes and give you the advantage of making data-driven decisions. But also, it is cost-effective and accessible to small and medium-sized companies. Creativity plays a fundamental role as well as the coherence of your message in all your touchpoints. But, optimising your e-commerce website as well as your marketing strategy, thanks to artificial intelligence, is taking a big step in the path of improving your relationship with customers while getting excellent results.