Bringing the Shop to You: Essential Strategies for E-Commerce Success
It's no secret that online shopping has taken off in recent years. According to Forrester, U.S. online retail sales are expected to reach $370 billion by 2017, outpacing growth in traditional brick-and-mortar stores during that time. This brings a number of opportunities for retailers. In order to truly be successful in the e-commerce age, however, it's critical that you're able to mimic the traditional shopping experience online.
One of the chief advantages brick-and-mortar shops have over their digital counterparts is that consumers are able to physically interact with products prior to purchase — e.g., examining the quality of the stitching on a blouse or the detail on a decorative bowl. While small thumbnail pictures available online are sufficient in providing a snapshot of a product's appearance and key characteristics, these images alone don't provide sufficient depth of detail to build consumer confidence to commit to purchase.
Dynamic imaging technology addresses this issue. Dynamic imaging enables retailers to easily deliver large, deep-level zoom, allowing consumers to examine product detail at great depth and obtain a more holistic image of craftsmanship. In addition to honing in on particular aspects of the product, dynamic imaging also facilitates 360-degree spin. This allows consumers to view the product from all angles and through alternative views, helping them uncover unique details previously undetectable in traditional flat images. For example, perhaps a pair of pumps has distinctive beading on the heels or maybe a satchel has a pouch designed to protect a tablet sown into the inside flap. As all retailers know, it's often details such as these that push a hesitant consumer to purchase. As such, dynamic imaging technology is a valuable tool in brands’ e-commerce arsenal.
Across industries, video is becoming an increasingly popular channel for consumers to interact with companies; retail is no exception. E-commerce marketers can employ video to provide a more engaging experience at every touchpoint of the website — from the homepage all the way to the individual product level. Not only does this offer a richer, more entertaining platform for consumers, it also increases the likelihood that they'll explore other pages on the site and return for future visits. Mobile video in particular is an effective avenue for consumer engagement. According to a recent study from Unruly, online video viewers are nearly three times more likely to click through to a brand's website from their mobile device than their laptop or desktop computer.
Rory Dennis, Co-Founder & GM, North America, Amplience
Rory co-founded Amplience and is GM of Amplience in the United States, developing Amplience's presence in North America. Rory previously worked as Business Development Manager for O2 Telefonica's Interactive Media Team.