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In the last two decades, e-commerce has undergone an interesting and profound transformation.
Does anyone remember what the Amazon website looked like in 1997?
Picture with Museum version
At the time, e-commerce was new and only early users took advantage of it. Most purchases took place in stores where customers can expect certain things from personal experience, such as customized recommendations, direct help finding the size, color, or product they need, and the benefits of observing how things look personal.
Then, of course, e-commerce exploded. And it is only expected that they will grow even more in the future, because the shops in bricks and mortars still see less sales increase.
At the same time, what customers expect from the e-commerce experience has also changed. The news that you can buy something online and deliver it to your home is long gone.
Today’s website buyers expect many of the same things they once used only in the store.
They want personalized suggestions and experiences tailored to them. They want an augmented reality that can bring you closer to how those glasses will look on your face or what the couch in their living room will look like. They want a robust search that would easily find what they are looking for and highlight products they may not have even known they were looking for.
Briefly, experience It is now a huge part of shopping through e-commerce, and brands that want to stay competitive should be considered. In this deep dive looking at what experience-based shopping is, why it’s important and how your e-commerce brand can achieve this to win the hearts and minds of customers and keep coming back to them.
What is experience-driven trade?
Experience-based trade is focused on providing an immersive and personalized experience to customers through a multi-purpose approach. This means that customers can get the same or a complementary experience whether they shop at you brick and mortar trade, on the desktop or on mobile devices.
The experience continues through every part of the customer’s on-site trip. It starts with focusing on the “buy” button.
Potential customers are invited into a visually compelling story that changes based on their preferences and previous interactions with your brand.
Today’s customers have an increasingly complex journey at the checkout. They could initially see a product on social media, then research it on their phone, and then make a purchase on their computer. Therefore, a strategy that is integrated across different channels is an important part of experience-based trading.
Personalization is also in the first place of experience because customer expectations still require it. Think about the experiences you create as thoroughly tailored to the individual customer and what they are looking for at the moment they are looking for. In an experience-based store, not all campaigns are sized. An individual drives experience.
Fundamental trends affecting experience-driven trade
Why the sudden rush to have an appealing digital experience while shopping?
Consider these statistics:
- Customers who get a personalized experience are 44% more likely become repeat customers
- 9 out of 10 consumers they say they want a multi-purpose experience that takes place between channels.
- 75% of retailers they find that optimizing their user experience across different channels is “very important”.
It didn’t happen all at once, but as higher revenue in e-commerce has led to more competitive, based on the commerce experience, there is a way to make a difference. In addition, there are several other changes that are pushing the market in that direction.
1. Millennia are demanding experiences.
Millennial customers are now the biggest consumers. They do 54% of all purchases and by 2020, they are expected to spend $ 1.4 trillion a year.
Obviously, the attractiveness of this demographic category will bring great rewards. And what millennials are looking for is powerful user experience which includes:
Basically, they want to quickly find the products they want, be supported by content of real value, and be part of the community. With these elements grows their satisfaction, and thus the value of their lives as customers.
2. Mobile devices shape human behavior.
There are over them 7 billion mobile devices it is currently used worldwide, and the average user makes a phone call every six minutes. To say that mobile technology has infiltrated and transformed every part of our lives is not a modest assessment – the way we shop is no exception.
People use these devices for quick shopping, researching products (sometimes even from brick and mortar stores!), Leaving reviews and much more.
And devices are limited to phones. Some research shows that by 2030, each consumer will be using an average of 15 connected devices, including many that are mobile – from IoT to portable and voice-activated speakers.
An experience that can translate, feel cohesive, and share information across all of these media will only gain in importance.
3. Blurred lines between the physical and digital worlds.
Customers are constantly combining the experience of buying brick and mortar and e-commerce. The growing popularity of taking borders or Bopis One example is that it allows customers to shop online but find goods from a physical location.
So are all the technologies that help bridge the gap between the physical and digital worlds and make the e-commerce customer experience feel “more real”. Augmented reality is one of the ways brands enhance their digital experience, allowing customers to see what the products will look like – not just in a showroom or wardrobe, but in everyday life.
In addition, more and more looking at the digital device in the physical retail space. The same data that can provide a more personalized recommendation to online shopping customers can also be used in stores as modifications to digital signage based on the proximity of customers with specific preferences.
As the lines between physical and digital stores continue to blur, brands must continue to focus on building their overall experience in order to operate seamlessly no matter where and how customers interact with it.
Aroused trade experience: a multitude of benefits
Investing in a trade driven experience can have a lot of benefits for your business. This can help you stand out from the competition and cement your brand in the eyes of consumers.
1. Becoming a customer-focused organization is a key differential.
According to an Adobe study, 34% of retailers consider user experience as their most important differentiator. In a world where online shopping is dominated by Amazon and Google, and customers can easily visit huge ones market To compare prices, what incentives do they have to visit your website and become loyal not only to their products but also to your brand?
The answer is experience. By understanding your audience and the ability to deliver compelling, immersive, personalized Experience the channels, you can connect with them, give them a reason to buy from you and keep coming back.
2. An experience-driven approach creates points of contact in the customer’s path.
As already touched upon, the path from first discovery to check-out is a constantly winding path. Customers have increased the number of touch points they have with the brand before buying, as they research more themselves. Think of your customer experience as a series of touchpoints that you create customer journey who all connect to tell a cohesive story.
3. Improving the user experience brings a higher return on investment.
Investing in an experience-driven trade can now bring in big returns in the future. By knowing your audience and building relationships with them through personalized and multi-purpose experiences, you deliver what they want, wherever they want it. The result is brands focused on experience and saw big revenue while inherited brands strive to keep up.
Challenges with experience-driven trading strategy
Rome was built in one day, and neither is your empire leading a relatively peaceful experience. Creating a powerful experience for your site should come with great planning and anticipation.
1. Experience-leading websites increase resources.
To create an experience-driven website and create it properly, you’ll need a dedicated team that includes marketers, data analysts, and user experience experts working together multiple functions. This team basically has to be internal – you can work with the agency to develop your site-led experience. However, some previous costs will be included.
2. An experience-driven framework needs to be created.
Creating a new strategy for your site also requires a way to measure its effects. Define clear KPIs and a framework for measuring your success. Without these steps, business is difficult to prove improvements. Not only is this hard to say where you need to make adjustments, but over time it will dampen your enthusiasm for the new approach.
Including experience-based trading
If you decide now is the time to really invest in your user experience and make your e-commerce store enhance your experience, you need a few things.
Your technology must be able to create what you want. This may mean adopting a new one e-commerce platform or expand your existing one tech stackRegardless of your approach or specific selection technology, you need to do the following:
Provide a unique experience
Your system must be unified and able to share information across different channels. Only then can you get a 360-degree overview of your customers, their data and what they are looking for – no matter where you have access to your brand.
Support for large amounts of call APIs
An application program interface or API facilitates data exchange across your systems. It’s amazing to have a system that allows for a large amount of API calls and consumes your limit to allow you to innovate freely with your digital experience.
Achieving long-term economies of scale
You need technology to support your growth and development in the long run. This includes maintaining lower total cost of ownership so you can continue to invest in the types of innovations that will improve your business.
Creating the perfect design and experience that will suit your customers comes down to this: meet your audience. Designing a results-oriented shopping experience requires enough data to empathize with your specific customers and align their motivations throughout the customer’s entire journey. Investing in a data architecture and establishing a governance framework are the foundation for initiating relevant engagement and personalization.
3. Artificial intelligence.
Machine learning and Artificial Intelligence They are starting to affect e-commerce in big ways. They can help you learn more about your customers and provide them with the personalized experience they crave. AI has the ability to help companies link customer data with real-time insight to enhance the shopping experience. AI can also help automate tasks like customer support via chatbots to help customers 24 hours a day.
Headless solutions for experience-led trade
There is only one way to achieve all of the above and create a strong experience-oriented website. If you have a lot of development resources, you can create something using an open source e-commerce site.
However, open source is not the only option – which is good because many companies have the development resources to sink into building a place that leads to an experience on an open source platform. Using a headless A solution on an open SaaS platform can achieve the same flexibility and customization, often with a lower total cost of ownership.
Headless shopping means separating the interface presentation layer that provides a customer-oriented experience and the driving force of e-commerce. The frontend and utilities can communicate via API calls.
Headless can make all of the following easier:
1. Personalized user experience.
Without limiting you to pre-designed templates, Headless allows you to use any frontend that will best support your business goals and your customers. This means you can choose a digital experience platform like Bloomreach or Adobe Experience Manager that specializes in creating the types of personalized experiences that customers crave and apply to all shopping channels.
You can also explore content management systems, progressive web applications, IoT devices and any other number of frontend solutions.
2. Business agility.
The ability to move quickly and respond to market changes is the name of the game in the competitive world of e-commerce. Headless can make maneuverability easier because you can make quick, innovative changes to the front without disturbing the background. K2The collection of iconic sports brands has revealed that switching to a headless model can create websites 75% faster and publish content at 90% faster.
3. Omnichannel strategy.
As highlighted throughout, much of the experience-based store makes it available on all channels where customers shop. Headless makes it easy for you to add new touch points to the interface while connecting them all on one security system. These seamless connections are possible because different systems can communicate with each other via APIs.
4. Scale your business.
As your business grows, you will experience more traffic to your site, You will probably also have periods of rush with more traffic. Having a feedback system separate from the interface presentation layer makes it easy to manage the interface traffic rush without interfering with the feedback e-commerce mechanism. In addition, if you use the SaaS platform on a previous basis, you will get the benefits of performance, security and reliability. This way you can focus on revenue-raising activities at the front.
Is the head right for your experience-driven trade?
This is a question only you can answer. Headless is one great solution for companies looking to invest in creating a website with more experience. If you already have digital experience platform or custom-built interfaces that still use, headless construction can allow you to maintain that solution as you upgrade your supporting e-commerce functionality.
Headless is likely to require a greater amount of development and design work because you have two separate systems. But no matter how you achieve this, if you are planning to invest in business experience, you are planning some of these costs.
You are ultimately the best judge of your business and your customers. Explore and explore all possibilities to determine if the experience-driven route will best benefit your growth. Then determine if headless is the best way to achieve this.
We’ve come a long way since the time when Amazon.com was just a static list of products on screen, not unlike a sales catalog.
Today’s customers want more. They want convenience and personalized service. And they want him anywhere they are. Transforming your website into an experience-driven experience can differentiate you from the competition and expand your business now and in the future.