Time is ticking and contingency continues, hitting the economy directly and tremendously. However, we are already beginning to see the emergence of a completely different market with new characteristics: constantly changing and trying to adapt to the new possible ways of generating income. However, it exists in an element that remains intact: the online shopping experience. In fact, we dare to say that this marketing component has probably even become more relevant during these trying times.
The role that our brands play in this new time, is to focus on their ability to be contexts, moments, and relationships, what does this mean? A brand is made by people. Anytime, in all places, and in all circumstances. The way this happens is from the creation of special moments-contexts, and beyond the mere function of work, contexts and spaces where the brand culture expresses itself and works on the internal model that you want would help you achieve the results you want this is where it comes the online shopping experience. In order to provide solidity, consistency and especially credibility for your product or service you must built unique moments-contexts.
Remember that all brands are dynamic by definition, therefore they have the ability to reinvent themselves, don’t be afraid to experiment with new methods if those you had prior to the pandemic are now obsolete. You can take as an example the three different online shopping experiences, which the Medium article suggests for a successful formula to reach your clients without making mistakes during the process:
- Be consistent with product descriptions: the writer describes a bad experience with a mistake in the description and image of an incorrect product. and tells us that “statistics show that consumers choose websites with enhanced delivery options and lose trust in the retailer when delivery expectations are not met.”
To provide a good shopping experience for your users it is important to keep your consumers informed about their orders. Especially in these times when everything is delivered through parcel, this will save you time replying to possibly hundreds of customer requests when they email to ask where their package is. Keep images, titles, and descriptions consistent. If a customer is confused by what you are selling, they may not make a purchase.
- Be Careful with Misinformation: The author shares us, that after she bought some items at an online store, she signed up for an account, and her password appeared in the registration email.
Don’t let this happen to you! “An easy returns policy is one of the key benefits for online shoppers, according to a KPMG International survey (…) In the KPMG International survey, 63% of consumers said that protecting their data and information was vital to earn their trust”.
- The simplicity in purchase: Here we are recommended to keep customers happy by keeping them informed. If the packages or products are delayed for any reason, the best thing to do is notify it and be accessible regarding your doubts. Nobody wants to be uncertain about their purchases.
“People shop online because it is convenient: if you make it difficult, they will find somewhere else to spend their money. Keeping the customer up-to-date and informed is a simple way to creating a great online shopping experience for your customers and keep them returning to your store!”
These are just some examples of what to do and what not to do, but surely something else came to mind while you were reading them. Anyhow, if there is something with which we should emphasize or finish, it is that a brand improves its shopping experiences to the extent that it incorporates comprehension of the reality of the people and appeals to the satisfaction of their basic needs. Words such as dialogue, knowledge sharing, participation, listening systems are key to becoming strategic for the internal health of your brand and therefore better online shopping experiences for everyone!