Customer expectations are constantly evolving, impacted by advances in technology, market trends and their own preferential changes. Uncontrollable events such as politics, natural disasters and pandemics can have an impact too. And this impacts the eCommerce market, regardless of whether you operate in a B2B or B2C sector.
This is why it’s so important to know what your customers want. Events may be uncontrollable but you can certainly limit their impact on your sales if you know your customers better than they know themselves. Let’s discuss how eCommerce will change and what you should be doing to keep up.
If you’re more of a video lover, you'll be glad to know there's the option to watch our webinar with Episerver, CMS and commerce experts, where we discuss this topic. Or, watch the video and save this blog for later. Up to you!
Let’s use the recent COVID-19 crisis as an example. Online shopping has been growing gradually more popular as more and more people realise the convenience of it.
Though, the brick-and-mortar option still holds a certain appeal - perhaps because it allows consumers to make shopping a whole activity. You can go shopping with friends and family, then go to a café or out to dinner and drinks.
And of course, there’s the tactile aspect. Neither of these can be replicated with online shopping.
However, COVID-19 has forced people to embrace online shopping whether they like it or not. Lockdowns and social distancing were imposed so we had no choice but to browse online. Interestingly, research has found even after the restrictions are lifted, people expect to shop for most of their goods and services online and a small portion of it in-store rather than the other way around.
This is part of the reason why the businesses that left the COVID-19 period relatively unscathed were the ones who offered eCommerce services. They were present in the form that consumers needed, when they needed them.
All of the above contributes towards customer experience. And unsurprisingly, the most successful businesses were the ones who were providing at least the same experience post-lockdown as they did before.
Read more about the impact of COVID-19 on consumer buying behaviours here.
A drawback of online shopping is the potential lack of human to human interaction. After all, you’re separated by a screen so it’s easy for consumers to forget that there are humans behind the brand messaging.
Here are some tips to help you humanise your brand:
Ultimately, it’s about putting your customers first and helping them in the same way you’d help a friend.
Your customers never want to feel like they’re one in an ocean of customers. They want to feel like they’re your only customer, or your favourite/best.
It starts with knowing exactly what your customers want (which you can gather from their purchase and search history, how they navigate your website and past interactions with customer service). Then you can offer things like:
Make your customers feel like they’re your best and/or only customer and they’ll constantly be coming back. And personalisation plays a huge role in that.
For example, you need to get your team's buy-in before introducing any sort of strategy change. Then there are some customer behaviour metrics to look out for.
What we're trying to say is there's more to adopting a customer-centric mindset than what we just covered in this blog. We actually talk about all these elements in our full-length discussion with Episerver.
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