The year 2021 was strongly marked by the health crisis and subsequent waves of confinement. A sort of routine and new ways of consuming have emerged to compensate for the periods when shops have been closed and to ensure compliance with sanitary measures. The boundaries between online and physical shopping are disappearing, giving rise to hybrid habits, such as click-and-collect (buy online and collect in-store), which is becoming increasingly popular. The cyber buyer knows what he wants and buys in full awareness. He has his own habits, he orders more items online even if they have to return them later, he visits an eCommerce site several times before deciding, he fills the cart and then changes his mind, he wants more virtual reality and personalization.
THE DATA OF AN ADOBE STUDY ON ECOMMERCE
67% of consumers admit they are more comfortable with self-service technologies in stores than they were a year ago. Examples include self-service checkouts and interactive displays that allow consumers to find information about an item. Thanks to these technologies, the consumer will have an interactive experience in the store, as if he were at home in front of his computer or mobile phone. Additionally, 15% of online shoppers say they've returned items purchased online in the past few months. In light of these trends that have emerged over the last twelve months, we can say that the boundaries between online and physical shopping are becoming increasingly blurred.
Over the past year, 80% of them say they are more inclined to use various devices or media to shop on eCommerce, a record in Europe. The multi-device is certainly popular in Italy, but the rest of the world can say the same, as 68% of buyers from all countries said the same thing. Even the mobile experience is no longer in question, given that 78% of Italians now prefer their phone to make their purchases online. This is no longer a trend but a habit, regardless of age. Furthermore, it is very appreciated that in an eCommerce you can choose between different payment methods (62%), different communication channels (57%), delivery options (66%) and having a wide choice of products (74%). )
THE RISE OF PURCHASE ECOMMERCE AWARE
83% of Italians consider that the concerns and values they hold dear play an important role in the way they shop. Clarity and efficiency are non-negotiable requirements in the eyes of buyers. For example, the price must be clearly visible (60%), the product sheets must be clear and the buyer must find all the information he needs (52%). Secondly, the site structure must be logical with a good user interface (40%). In fact, the website must be able to guide them through the steps to follow. (33%). 29% of Italians appreciate that their loyalty is rewarded and in the last twelve months, 19% of Italians acknowledge having joined an online loyalty program. These programs are a real sign of recognition and help customers feel recognized, supported and rewarded through personalized discounts and access to special days according to birthdays, age, tastes and habits. A fact that continues to be confirmed year after year: the environmental commitment, integrity and ethical values of a brand are essential selection criteria in the consumer purchasing process. In fact, 44% of Italians say they support eco-responsible brands.
THE LIVE E-COMMERCE
Live streaming or live commerce allows the transmission, in real time, of a video that presents your products through influencers or your sellers to an audience.
It can be integrated directly into the online store, into those of your distributors, on the site of a marketplace or on social networks. It is based on experience, interaction and authenticity to create a lasting relationship with your future buyers.
One of its specificities is that of being able to distribute content with high added value to as many people as possible (one-to-many), and at the same time build a special relationship with each client, communicating with them individually and upon their request (one-to-many). -one).
GOOD PRACTICES FOR ECOMMERCE
1) Opt for hybrid shopping
Breaking down the barriers between online and physical shopping by offering hybrid experiences such as click-and-collect or receiving geo-located ads on your smartphone.
2) Keep up with emerging trends
Cryptocurrencies, digital wallets or deferred payments, but also purchases via voice assistants could be the uses of tomorrow, giving the possibility of live e-commerce.
3) Give your online shoppers a wide choice
Make sure you adapt to the different devices and media preferred by online shoppers, delivering experiences that are as good on one as they are on the other. Give them the choice between different delivery options, a wide range of items and different payment methods.
4) Make them feel privileged, important
Work on a loyalty program that makes the buyer feel recognized and unique. This includes access to private sales, special days, personal offers adapted to their past behavior
5) Be efficient
Give your potential buyers the smoothest online experience possible. This means building and organizing a building and organizing a site with a good user interface, minimalist content or well thought out calls to action to guide buyers to the next steps.
6) Take care of your online reputation
Always make sure you know what people say about you and manage your brand image carefully. This is a good way to check for negative comments but also to highlight excellent buyer feedback.
7) Don't skimp on transparency
The eConsumers are certainly demanding, but they value transparency even more.
8) Reactivity
Releasing a new article? A condition of exhaustion of a favorite product? Notify your customers by email or SMS. For recurring purchases, offer to send the affected items by offering a frequency and a small discount.
9) Dialogue with their buyers
Create stories on social networks by asking them to put a heart on their favorite articles or by giving them the opportunity to ask you questions.
10) Quick and easy
The simpler and faster the overall experience, the happier the user will be! Offer but above all respect the shortest possible delivery times. E-Business Consulting, a digital marketing agency active since 2003, deals with marketing and communication at 360 °. Contact us to build a tailor-made eCommerce project for your business! What are you waiting for? Request a free quote now!
