E-commerce has evolved thanks to mobile and social. New technologies have transformed the way consumers shop, review and search for products online. Advertising strategies have been disrupted by mobile apps and micro e-commerce sites. Informed shoppers now enter store locations equipped with powerful search capabilities that grant access to the best prices possible.
In order to capitalize on 2013’s biggest e-commerce trends, retail enterprises should aim to create a more engaging and personalized shopping experience in addition to embracing new technology and marketing strategies.
Micro E-Commerce as a Way to Streamline the Process
A recent trend for marketing and online shopping is the micro e-commerce site. E-commerce should be embraced as a way for creating memorable experiences which play on the unique aspects of online and in-store shopping. If certain items are unavailable, direct a shopper to a micro e-commerce site for streamlined access to products that may not be in stock.
Micro e-commerce sites serve as segmented webpages devoted to timely and specific products and offerings. Often micro e-commerce sites are developed to correspond to the time of year, holidays and time sensitive offers. Similar to a blog, the micro e-commerce site streamlines the process of finding specific segments of products. Think about a Best Buy micro site dedicated specifically to media products. Customers can easily access all available film, music and video game selections from one centralized place.
Adapt to Remarketing and Know How Shoppers Shop
Marketers are beginning to acknowledge the importance of understanding the context for how informed customers shop. They access user generated content, multiple review sites and conduct price comparisons at different times using various channels. Often times their activity can provide insight into why they left a shopping cart filled without making a purchase. Mostly, remarketing aims to bring that user back to your site to make a purchase.
This technique effectively reaches out to customers on different parts of the web to maximize outreach. By using data regarding the site user’s visit, marketers can better understand the nature behind a customer’s choice to purchase certain items or reject others. Advertising efforts can be redirected to the sites that people who didn’t make purchases visit after leaving your site.
Social Integration Can Personalizes Shopping
Worldwide increases in e-commerce have forced some retailers to consider reductions in physical store space as a cost saving solution. Although this tactic can save capital in the short term, it is not a worthy long term solution. Embracing social media integration is a great tactic for enhancing the experience of both etail and retail shoppers.
Integrating the capabilities of social media connectivity and mobile apps can introduce an added layer to the physical process of shopping. Location tagging, sharing features as well as incentivized rewards can serve to revitalize the interaction shoppers have while inside a store location. For instance, offering rewards for sharing recent purchases on social media can drive in-store visits while also considering to potential e-commerce purchases within the customers network.
Mobile Devices as Digital Shopping Centers
Smartphone attributed web traffic has increased over 100% from 2011 to 2012. Total e-commerce sales are projected to top $87 billion by 2016. Retailers introduced in capturing some of that market must adapt to new technology. Facebook is developing a new ad tactic that use mobile app download advertisements to increase brand notoriety and customer interaction. App downloads create longer periods of interaction than a simple page like.
Considering the fact that 50% of in-store shoppers use mobile devices during a shopping trip, mobile apps that offer discounts, special offers and reward points converge the in-store experience with e-commerce.