Takeaway: Shoppers view delivery and post-delivery as part of the brand experience. Retailers must take a hard look at the “After-sale” or “Post-purchase” stage and the critical content needed to keep a consumer engaged and loyal to a brand.
There’s no doubt that digital retail is booming: E-commerce sales hit a Black Friday record of $3.3 billion in 2016. But does that mean brick-and-mortar is losing steam? According to experts, the answer is a resounding “no.”
In fact, one of the biggest changes in consumer shopping behavior is not the switch from brick-and-mortar to digital, but how deeply digital, mobile and brick-and-mortar influence each other. In particular, digital devices now influence a majority (56%) of US in-store sales, up from 49% last year, according to the latest digital influence study from Deloitte. The same report also found that an amazing $0.56 of every dollar spent in a store is influenced by a digital interaction.
Takeaway: At the “Buy” or “Decision” stage – when the consumer is closest to completing the transaction – retailers and brands should do everything in their power to seal the deal, and ensure the consumer remains engaged and focused on clicking buy, and helpful, direct content is the tool to a successful transaction.
E-commerce may be booming -- Forrester Research predicted that online sales for November and December 2016 would be more than $110 billion, a 13% rise over 2015 -- but online shopping is also changing rapidly, constantly evolving to meet the needs of demanding consumers. According to Statista, the average user spends $1,800 through e-commerce per year, and this number is expected to rise in years to come. So any retailer who wants to get ahead in today’s competitive landscape needs to stay up to speed on the latest e-commerce trends. Here are four of the biggest ways e-commerce will evolve the coming year and beyond:
For successful sales campaigns this holiday season, brands relied on creative product content to help drive sales online and off. Ninety-four percent of shoppers abandon a site or just give up shopping if they can't find the product information they need. Some of the most exciting holiday campaigns this season relied on a catchy core concept, detailed and rich product content to demonstrate that theme, and effective syndication of that messaging across the relevant retailers and digital platforms.
Last week at Salsify we hosted our annual Toys for Tots drive. Much of what we do every day at Salsify is focused on our customers. So even when it comes to holiday shopping, we found ourselves thinking about the wide range of brands we work with. In that spirit, each of us selected one of our customers and donated a toy inspired by that company.
Walmart has something new cooking post Jet acquisition. Their tremendous success over the biggest shopping weekend of the year was due, in part, to the technology and customer experience investments they’ve made over the last several years.
It was a first in retail history: On Cyber Monday this year, mobile sales totaled over $1 billion, according to Adobe Digital Insights. Sales on mobile devices, in fact, were 31% of sales for the day.
One big area driving that mobile boom are apps, found market research firm GfK in a recent study. They discovered that while more consumers visited mobile retail websites than apps over the Thanksgiving weekend, data showed that consumers spent more time in apps: “On Black Friday, consumers spent on average 21.2 minutes in a top 100 retailer’s app, which is more than triple the average of 6.0 minutes they spent on a top 100 retailer’s mobile website that day. Cyber Monday tells a similar story, as consumers spent 18.9 minutes in a retailer’s app on Cyber Monday, compared with 6.6 minutes on a retailer’s mobile website.”