Bringing the Shop to You: Essential Strategies for E-Commerce Success
In addition to facilitating a more engaging customer experience, video is also a powerful tool for consumers to interact with individual products. The technology takes the interaction benefits of product spins a step further, allowing consumers to view how a product works, as well as how individual features function and look when in use. Imagine an online apparel retailer, for example. Video can be used to demonstrate not only how individual items fit wearers of different sizes, but also how the fabric falls and moves. These elements greatly enhance the shopping experience, and give online consumers a greater confidence in purchasing clothing despite the fact that they can't physically try it on.
As mentioned above, mobile is becoming an increasingly popular e-commerce platform. A recent comScore study found that mobile commerce is growing at a rate two times faster than traditional e-commerce. As such, providing a seamless customer experience across platforms is another consideration for success in the online age. Responsive web design (RWD) is an essential technology for addressing this need.
RWD enables efficient, optimized digital publishing across all devices and in all formats. This ensures that the website and all campaign content (e.g., interactive online catalogs, e-books, video promotions) is customized to deliver an optimal experience based on the platform at hand. By automatically formatting all web content to the specific screen size of any device, RWD allows retailers to provide a high-quality mobile experience. In addition to delivering this multichannel functionality, RWD also ensures a seamless buying experience for customers even if they use multiple devices in the path to purchase.
The elements outlined above can go a long way in providing an in-store experience online. In addition, retailers should consider how they can extend the benefits enjoyed by their brick-and-mortar customers to their digital shoppers. For example, perhaps a cookware and home goods store offers free cooking classes in select shops on a weekly basis. Why not also stream these sessions online and provide a merchandise discount to those who register for the classes? Not only does this provide a stronger link between the company's digital and brick-and-mortar identities, it can also help introduce new customers to the brand.
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.