Online shoppers have little tolerance for ineffective or clunky purchasing experiences. Consumers expect reliable sites and easy ordering and fulfilment, in large part because of the elevated transactional experiences digital commerce leaders like Amazon, takealot.com and others have proven possible. Free shipping, shipping tracking and information about returns are the top three capabilities services online shoppers expect brands and retailers to offer.
Online shoppers seek out digital experiences that are on par with what is available from a physical retailer: zero fees for receiving a product, complete knowledge of when their purchase will arrive and access to no-fuss returns.
Now that there is an almost universal expectation for seamless experiences online, brands and retailers must push into experience-driven commerce territory to stand out. An emphasis on experience-driven commerce has not diminished the importance of factors like convenience, selection, search and price to shoppers. Rather, brands and retailers must master these capabilities to even earn shoppers’ consideration, and then go beyond them to differentiate from competitors.
Consumers go where they can receive the most seamless, memorable experience, not just the best price or delivery options. With standards for seamless transactions so high, content represents the key differentiator for brands and retailers to earn business.
Online shoppers may turn to popular marketplaces and retail giants for perks like low prices, but they appreciate how brands and retailers can offer memorable, educational content experiences. Personalised content experiences enable brands and retailers to really shine.
Regardless of where shoppers choose to engage a company, they should be able to trust the accuracy and completeness of the information they find. It’s clear that brands and retailers must approach content marketing with a clear strategy for scaling and delivering experiences that are relevant to shoppers’ personal needs.