According to Shopify, global e-commerce sales are expected to nearly double from $2.3 trillion in sales in 2017 to $4.5 trillion by 2021. In the U.S alone, online shopping already accounts for 10% of all retail sales, and that number is expected to just keep growing.
With the increase in online sales, the competition also increases. Today, online retailers who want to stand out already know that just having low prices and quality products and/or services is not enough.
You have to think about the consumer experience as a whole. This means that from appearance to usability, every element is crucial to making the experience better.
How to impact the consumer experience?
Each customer interaction with your brand must be well planned. Everything from the way your products/services are marketed, your website design, ads, email campaigns, social media posts, images used, interactions via phone or chatbot, everything should be very thought out.
As for marketing initiatives, think of each one of them as an extension of your brand that helps design the customer experience. Analyze how each consumer-company interaction helps tell your brand’s story and influence how a customer perceives your business.
Since in this article we are talking more specifically about e-commerce, focus on how your consumers interact with your website. With that in mind, let’s discuss two important aspects.
Consumer experience: Guiding the buyer
One of the needs every consumer has is to be taken to the right product in the shortest possible amount of time. I’m sure you’ve heard of “establishing the needs of the consumers”. That is basically what your site should do.
Many e-commerce companies already use Artificial Intelligence and Machine Learning technology. When a buyer researches a product in a search engine such as Google, the technology learns about their wants, needs, and behaviors.
Thus, the site itself can suggest other items to the buyer, including creating new needs, guiding the customer without him/her noticing this process.
Consumer experience: Get the buyer’s attention
As you might’ve guessed, it is not enough to just guide the buyer through their purchasing journey. You need to retain their attention as well. If you follow our InSights articles and Signia Digital’s work, you already know how much we value the visual experience.
That makes complete sense, after all, in an electronic environment, how can consumers view all of the details of a product without using their vision? So to capture your audience’s attention on online stores and websites, take advantage of visual content. To do that, make sure you use 3D photorealistic product images.
And since we’re always looking to improve engagement throughout the consumer’s experience, the best way to do that is by giving them the opportunity to interact with your product/service using Augmented Reality. Here are two InSights articles that will help you better understand the concept:
At the beginning of the article, we talked about improving the customer experience. More specifically, marketing teams can do this by developing materials that are attention-grabbing because of the richness of details and for pleasantly surprising consumers.
All of that can be done using photorealistic 3D, which we mainly use to show the product’s details in a much more attractive and as close to real way as possible.
‘Till next time!