eCommerce sales were responsible for $2.3 trillion worldwide in 2020, and it is expected to be nearly doubled by 2021. The focus on customer experience and implementing strong omnichannel strategies has never been under more scrutiny; beating your competition will rest on who does it best, not necessarily first.
If you're an eCommerce professional who is responsible for the representation and growth of your products being sold online, the following 10 online shopping facts might help you re-prioritise your eCommerce strategy for 2020....
Are you aware of how many of your products have full and accurate product description for? For online search this is now a key ranking indicator, look at the length and variety of an Amazon product page to give you a good indicator of what is relevant in 2020 for eCommerce.
Are you targeting correctly? Think about the location and movement of your users, with consumers lives becoming ever more time-constrained shopping habits are evolving and so should your strategies to be front and center.
Do you have the right eCommerce data analytics that consolidates and presents all your online reviews for you to take action on? Consumers are more streetwise to typical marketing messages and more reliant and susceptible to peer reviews. Show your reviews and be active to respond even when the feedback is not what you want to hear.
Are you aware of what campaigns your competitors are running both in-store and online? Having a complete category view of the online landscape in your key retailers will help you protect and grow margin where it matters. Think about your pricing and promotion strategy to enforce the consumer view, bulk order discounts and large pack sizes can ensure the perception of value drives your sales.
Have you done everything you can to ensure your products are easy to buy? With sponsored ads and an ever-competitive search landscape are your products optimised to get in front of that first time search?
The biggest threat to retail high streets has been the convenience and speed to access product choice across the world. Mobile phones have driven eCommerce significantly. Do you know where your customers research product purchase before committing to buy?
Where on the retailer's website are your products listed and how can you influence their position?
Does your brand have a strong social media strategy to drive traffic? Twitter has stagnated and Facebook hasn't really won with product eCommerce. However, growth platforms such as Instagram are offering new and consumer compelling ways for brands to showcase their products online.
Amazon UK has perfected this art and it is now a staple of any eCommerce marketing managers engagement plan. If your web conversion is typically around 2-4% targetting the closest to purchase should be a top priority for any brand. E-mail is a free way to reengage a customer into a purchase journey.
Are your images all optimised for web and easy to see? Many online retailers are leveraging the power of imagery and video to help buyers make an informed purchase decision. Asos recently launched a new tool to take this customer experience even further. For clothing ASOS are now offering the option to see how their garments fit on different body types.
The goal of an ecommerce marketing strategy is to be seen, heard, and bought. Here's what it takes to create one that delivers for CPGs.
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