No matter what, customers are always right. Today, they have more power than ever before. As you are well aware, it’s much more likely that your online customers interact with your website via smartphone than desktop. Therefore, their experiences need to be personalized, fast, efficient, and tailored for specific devices. If not, they’ll bounce to the next competitor for a better experience.
Statistics show that 40 percent of users will switch to your competitors after a bad mobile experience. A risk ALL merchants should avoid, especially with the stark rise in mobile sales. In fact, analysts predict that by 2020, 44.7 percent of all retail eCommerce sales will be generated through mobile devices.
Remember, your customers won’t stand for mediocre customer experiences. Your only job is to push them through the checkout in the most frictionless (and secure) manner possible.The digital experience should always mimic the desktop. A business buyer wants to be able to access or check inventory the same way during a commute or at an office computer. According to a 2018 Cyber Week report by Invesp, 32% of consumers changed their mind about making a purchase on mobile, abandoning carts packed with unsold products or sercives. It’s time for a change.
Why 2018’s mobile experiences left money on the table.
Last year, Black Friday’s sales turnout beat expectations by more than 10 percent. However, while many attempted to manage an anticipated mobile surge, conversion rates on the “favorite” shopping device came in dead last during Cyber Week. In the end, over $6.2 billion was spent online from Thanksgiving to the end of Cyber Monday. Mobile orders only accounted for 45% of sales. When you consider that mobile’s share of traffic was 62%, that’s a pretty weak conversion rate.
“In a world where responsive design is trying to give [customers] all the same functionality we have on desktop in mobile, there may be a divergence here where we have to start thinking about different mobile-first customer experiences.”
– Adam Morris, CEO, Redstage
Merchants and B2B companies who don’t start thinking with a “mobile-first customer experience” mentality will be left behind. Of course, it’s ideal to know and understand the buying habits of each customer, but tricky to do without the right technology. Thankfully, free data-driven A/B testing provided by the Mobile Optimization Initiative can help you overcome these barriers. Your customers aren’t going to wait for better mobile experiences, so why should you? Customers want to “click and go.” Lucky for you, implementing optimization is not only easy but the best option for B2B companies and retailers. B2B companies have a more complicated sales funnel that tends to increase aggravation and cart abandoment by 26%. With the Mobile Optimization Initiative, merchants can increase completed purchases dramatically by improving customers’ mobile experience with simple tweaks. Here’s how it works.
The Mobile Optimization Initiative is the ultimate holiday tool!
“Optimizing your customer experience thorough data-driven optimization allows you to discover small tweaks that ensure you’re capturing as many sales as possible from the growing pool of mobile buyers.“
– Benjamin Shapiro, Solutions Engineer, Redstage
Those who join the MOI program with Redstage will receive a free checkout funnel assessment, custom test design, experiment implementation, and professional services during the active program. The goal of our global initiative is to help merchants get more revenue from mobile. In turn for the free services, we gather anonymized data about customer habits to create a knowledge-base for best practices in mobile. Learn more about our community proven experiments and sign up here. As the results show, it’s well worth it.
“With the current data collection and analysis tools available, we no longer have to speculate on where to put efforts to improve your site. The data is the guide in both where to focus your efforts, and where to expand after experimenting. Smart A/B testing based on data-driven analysis gives you insights that lead to successful, simple changes that can have a big impact on increasing your revenue per visitor. One recent participant – A lawn mower tire store – saw lifts of 24.9% and 7% RPV on desktop and mobile respectively through a‘sticky cart’ test.“
–Benjamin Shapiro, Solutions Engineer, Redstage
How Soon Should You Start?
The sooner you begin, the better. Participants start gathering testing data immediately, and all it takes is adding a simple tracking tag to your site (less than a minute). If you’re looking for a last-minute boost for your holiday marketing, this is it, and it packs a punch. Our latest test yielded a 25% increase in revenue per visitor.
The Mobile Optimization Initiative puts you ahead of the competition, because the experiments are proven, having been tested over millions of transactions across hundreds of merchant sites.As of December of 2018, experiments from 120 merchant sites generated a collective $22 million in revenue, averaging a 9.28% increase in RPV (extra revenue they would’ve missed without MOI testing). Today, we leverage the data from more than 200 participating merchants to ensure your tests are optimized for success. From this, we’ve created more than 130 standardized experiments to test, so now’s the time to join!
“We were struggling with mobile conversions and the MOI program helped us with the insights and adjustments we needed. This data-driven, forward-thinking program is certainly worth a try.”
– Digital Marketing Coordinator @ Lawnmower Tire Store
Ignoring the trends means you’re missing out on your share of over $500 billion in online sales. With 95% of mobile devices being used to look up local information to visit businesses, it’s your business they should be checking out (pun intended). By this time next year, we expect the number of participants in the MOI to double again, which means it may be too late to get a leg-up on your competitors. Since the experiments work best during high-traffic periods, there’s no better time to test! And don’t worry, the tests automatically notify you if they’re not giving you positive results.
If you’re still not convinced, or don’t know where to start, check out the latest results, case studies, and strategies in our new Holiday Mobile Optimization Ebook here! Good luck this holiday season! Want to learn more about the initiative but before you sign up? Contact us here for a free consultation with our testing experts.
Despite changing customer habits across the commerce industry, sales strategies have largely remained static. That is, until now. With a noticeable rise in account based marketing adoption and “hyper-personalization” software that utilizes machine learning, today’s sales teams are better equipped than ever to engage prospects across digital platforms; new territory for B2B companies. Here are the top 5 ways sales teams are taking advantage of new tech.
5. Stepping Up the Mobile Game
In a recent article, Genius Ecommerce notes “91 percent of B2B buyers complete searches using mobile devices and one in four buyers makes a purchase using a mobile device.” With millennials making up more than 35% of the US workforce, there’s an industry-wide push to create simple, elegant, and frictionless online experiences that cater to the generation’s habits and expectations. To do this, sales teams must begin thinking like millennials and driving engagement through smartphones, their device of choice.
For millennials, a downloadable product list doesn’t go a long way, especially on a phone. It’s too time consuming, and millennials know there’s a high probability another company (i.e. your competitor) will have a simpler online experience that shortens their workday and makes their lives easier.
4. Increasing Repeat Purchases
Redstage CEO Adam Morris notes, “Modern B2B sales teams have begun tracking online customer behavior to predict when customers will need to reorder. These teams can use the same tech to order on behalf of customers and even set up automatic subscription reordering.”
These options remove strain from the customer’s decision to buy and encourage repeat purchases. Send a simple reminder to customers recommending they buy again or to buy a related product and watch AOV increase along with order frequency. Imagine what this does for sales commissions.
3. New Ways To Interact & Engage
With all these new modes of selling, teams need to broaden their reach to maximize sales opportunities. Tackling this challenge is easy with the right toolset. Chatbots act as an extension of the sales person, becoming the first-line of defense for customer assistance. Through chatbots, sales reps can help users find a product they might’ve missed, share in-depth details to make a sale, and further engage prospects in real time.
Like chatbots, social media is another tool that extends the sales team’s skillset and enhances reach. DemandGen’s 2018 B2B Buyer’s Survey reports that 34% of B2B buyers are spending more time on social media to research vendors. 52% say they use social media to drive purchasing decisions, and 82% of B2B buyers say the winning vendor’s social media content has a significant impact on their decision to buy. Using social media is much friendlier than cold-calling and helps create a community around your products. Sharing is caring!
2. The Power of Feedback
Customer reviews drive sales. End of story. In G2 Crowd’s 2018 B2B Sales & Marketing Report, 92.4% of consumers said they were more likely to buy a product or service if they were able to read reviews (5.5% were unsure, and only 2.1% said no). The reason? There’s a ceiling on how much buyers trust brands, which makes them trust customers more than the vendors themselves. According to Mashable, “Millennials, in particular, trust user-generated content 50% more than other media.”
Reviews also help sales teams identify specific product attributes consumers love. These attributes can then be highlighted, promoted, and shared with prospects who may be interested in the same products to facilitate additional orders. Positive reviews typically decrease cart abandonment, increase time spent viewing products, and of course, increase sales by helping buyers get honest, trustworthy feedback.
1. Becoming a Customer Experience Expert
A 2017 Walker study concluded that “Customer experience will overtake price and product as the key brand differentiator by the year 2020,” beating out the traditional “4 P’s” of the marketing mix. As a result, it’s now up to sales teams to lock-on to customer preferences to maximize reach and engagement. Personalization platforms like Bronto help sales and marketing teams understand the preferred devices and channels each customer uses. When it’s time for a customized message, you’ll know how to get their attention.
If you ran a shoe store and a customer came to the register, only to cancel or return their order, you would want to learn why. In the digital world, if customers put an item in their cart but later remove it, it only follows that sales teams should investigate. Maybe a confusing or lackluster product description made them hesitate, perhaps it was a question of quality, source, or price. For B2B’s, fitment is a big factor, and finding replacement parts should be easy for customers. This is the time to send targeted messaging to help narrow down customer “unknowns” and increase the likelihood of a sale.
Using customer, cart, and product data, sales teams can now identify trends faster and easier than ever, pinpoint bottlenecks in the purchasing process, and refine experiences to increase sales and customer satisfaction. For more tips and tricks B2B sales teams can use, find our free Digital Sales Engagement Handbook here, and let us know if you’re interested in enhancing your sales team with Bronto.
On June 14th during Adobe’s first earnings call since the announcement of the Magento acquisition, the company reported, “The addition of Magento Commerce will enable commerce to be seamlessly integrated into Adobe Experience Cloud, delivering a single platform that serves both B2B and B2C customers globally while providing the flexibility to scale to serve mid-market and large enterprise customers.” No clear details of the software giant’s Magento roadmap were divulged on the call in June, setting off alarm bells across the world of internet retail… This week, we received some much needed clarity.
Back when the acquisition first occurred, we learned more about how “Adobe Magento” (Now Commerce Cloud) will create a premiere eCommerce experience for customers. Various Adobe and Magento execs have since shed light on how we can expect the Magento-verse to fold into the new cloud offering.
Adobe: Reimagining Experience Driven Commerce
The addition of Magento to the Experience Cloud portfolio creates a comprehensive suite of integrated tech to help merchants maximize their commerce capabilities. On the other side of this coin, current Magento customers gain the added advantage of real-time personalization and optimization from Adobe Sensei (the AI behind Adobe’s “intelligent experiences”). Altogether, this makes one compelling opportunity for Adobe Commerce users to upgrade to the new Magento Commerce stack.
Now, online retailers will be able to leverage the combined power of Magento BI and Adobe Analytics as an industry leading data tool, giving them unique insight into customer buying habits. With both Magento BI and Adobe Analytics pumping data to store owners, merchants can monitor exactly what’s happening with their products online and act quickly to get a leg up on competition.
“Consumers expect every interaction with a brand to be contextual, intuitive and meaningful, but companies have struggled to consistently deliver personalized experiences across the myriad of touchpoints. The innovations we are bringing to market enable companies of all sizes and across industries to make every experience shoppable.”Mark Lavelle, senior vice president of commerce, Adobe and former CEO of Magento
Adobe Cloud, Magento Managed Services Offering
Adobe’s Director of Commerce Program and Strategy, Errol Denger, explains “We’ve taken care of that primary integration between Experience Cloud and Magento.” Customers can now acquire the combined offering of Magento and Adobe Experience Cloud as a managed service. The bundle is integrated with Magento, I/O Runtime for experience extensibility and integration, Target Premium, Analytics Foundation, and 90 hours of engineering service.
“We’re excited to see Adobe integrate world class ecommerce into their suite of high-end experience platforms. Adobe Commerce Cloud will undoubtedly offer incredibly advanced B2B features backed by the firepower of best in class user experience tools.”Adam Morris, CEO, Redstage
The platform is built on top of Magento’s robust cloud ecommerce platform, with direct links to all of Adobe’s powerful marketing and experience tools. “For Adobe, that’s really important because it actually closes the last mile in its Experience offering,” Jason Woosley, Adobe’s VP of commerce product and platform (and Magento’s former VP of product and technology) told Tech Crunch. “It’s no mystery that they’ve been looking at commerce offerings in the past. We’re just super glad that they settled on us.”
Delivering Best In Class Omnichannel Commerce
“Adobe and Magento provide and integrated omnichannel platform to meet every commerce requirement, unlike competitive platforms that limit control and flexibility. We believe there’s a better way…” Denger says, “the combined solution of Adobe and Magento will help merchants create a competitive advantage in the marketplace.”
Some merchants already working with the combined power of both platforms include: LD Products, Harbor Freight and Abbott Labs. And don’t worry, your Magento 2 extensions will still work on Adobe’s Commerce Cloud. However, if you’re on Magento 1, we recommend you take a look at this.
It’s 2019. Accessibility and social justice are everything. As a result, ADA compliance lawsuits are being filed in record numbers, and ecommerce companies are a major target. Here’s the info you need to understand the issue and protect your online business.
ADA Compliance Crackdown
Although the U.S. Department of Justice has delayed the release of the latest federal accessibility guidelines, companies are expected to comply with the Web Content Accessibility Guidelines (WCAG) 2.0 AA. Resulting from this lack of federal guidance, users with disabilities are lawyering up against even the biggest online behemoths. Among these, Amazon, Apple, and Nike have been called out for failure to comply with Title III of the Americans with Disabilities Act, along with hundreds of other businesses, driving a torrent of actions.
According the the Bureau of Internet Accessibility, there were ”at least 814 federal web accessibility lawsuits filed in 2017, but an assessment of the issue by ClassAction.org shows the number of lawsuits [filed] in 2018 may far surpass that number.” In fact, in the first two months of 2018, roughly 200 different ADA lawsuits were filed against websites, at which point retail law advisory Goulston & Storris announced there was “No Relief in Sight”. While it remains unclear just how many lawsuits have been brought since last March, it is expected for this surge in suits to continue.
Why Haven’t I Heard About This?
If you haven’t been targeted yet, chances are you know someone who has. If not, the reason you haven’t heard about this is simple: The Wayfair case. The recent explosion of content on the Supreme Court’s South Dakota v. Wayfair decision incited a media frenzy that circled ecommerce’s corner of the web, from top news agencies to the smallest tech blogs. With the industry distracted by a wide-reaching tax-compliance issue —and retail giants like Nike keeping tight-lipped about their lawsuits— the compliance issue has remained largely under the radar.
In 2018, more than 13,000 suits were filed over online ADA compliance as of October, with ecommerce playing a large role. It’s not the issue alone that’s troubling, it’s the rate at which suits are being brought that’s startling. Last year, 7663 suits were arraigned in federal court, which at the time was a 16% increase over the previous year (see chartL ADA Title III Lawsuits in Federal Court: 2013-2017). With an ever increasing number of lawsuits looming on the horizon, the industry may face a 20% increase over last year for 2019. “I spoke with someone about these suits during Magento Imagine 2018. Just as the conference was ending, they received an email saying their own site had been targeted and served an ADA suit.” Adam Morris, Redstage CEO said. “Ecommerce companies should make accessibility a priority for the year ahead.”
Can My Site Be Next?
While a discriminatory class action suit could spell disaster for any company, the first step is identifying the types of companies that fall into the legal crosshairs. According to the Americans with Disabilities Act, these company categories are as follows:
Businesses engaged in an industry affeciting commerce (Title I)
Businesses with 15 or more full-time employees (Title I)
Businesses operating for 20 weeks or more every year (Title I)
Businesses categorizes as “Public Accommodations” (Title III) including:
-Inns, hotels, and motels
-Restaurants and bars
-Bakeries and grocery stores
-Hardware stores or any sales/retail outlet
-Laundromats and dry cleaners
-Accountants and lawyers’ offices
-Health care providers’ offices
-Social service centers
While the ADA compliance is primarily focused on physical locations, Title III states that barring access to people with disabilities in the private sector is discrimination, which encompasses websites. With 15% of the global population living with some form of disability (41M+ Americans), and online shopping being so prevalent – think Black Friday – companies are losing business due to inaccessible websites and continuing to run the risk of being served an accessibility lawsuit.
How is Redstage Being Proactive?
Redstage recently partnered with Siteimprove, an all-in-one software that provides the insights needed to address issues relating to accessibility, as well as SEO, content quality, brand compliance, data privacy, and more.
“The Siteimprove and Redstage partnership is one we’re extremely excited about given our common goal of positively impacting web accessibility.” Siteimprove Sales Director Ted Goldberg Said. “We’re looking forward to working together to help facilitate increased accessibility for their client’s sites as well their own.”
The Redstage team is excited about this partnership, as Siteimprove’s automated accessibility checks help identify website elements that violate WCAG 2.0 guidelines, while also organizing those issues into a prioritized list. By partnering with Siteimprove, Redstage will be able to mitigate risk for our clients while building a strong, overall accessibility strategy.
Conforming Your Site to ADA Compliance
At Redstage, we’ve already had our fair share of engagements with merchants facing ADA lawsuits. “Our clients are seeing increased pressure from legal trolls targeting them because they are not ADA compliant. The ADA compliance rules are vague at best, so companies with an ecommerce channel should have an informed partner to help them.” Redstage CEO Adam Morris explained. To mitigate this risk, Redstage is working with specialized authorities in the ADA field to give clients and readers a comprehensive ADA compliance report.
“ADA compliance contains many elements of a great UX strategy,” says Adam Piken, Redstage’s Creative Director, “Your site should be user-friendly and intuitive, allowing customers to find buttons, check out, get your phone number, or type a question into your live-chat quickly and easily.” In this way, ADA compliance is reinforcing activities ecommerce companies should already be doing.
Most importantly, ADA compliance takes considerable design alterations in most cases, so the best time to get compliant is during your next redesign or site migration. If you’ve been following along with our Magento 1 End of Life Initiative, we recommend putting ADA compliance at the top of your Magento 1 to Magento 2 migration checklist.
Get Your ADA Compliance Check Now
If you think your site is at risk of being targeted, email us and we’ll get you set up with a team of experts to help identify and eliminate potential access barriers that may impede access and usability for your users, while safeguarding your business from legal action.
Happy New Year! With 11 months of heavy-lifting ahead of you, there’s no better time to work smarter. To help, we’ve compiled this list of 5 Omnichannel Resolutions to incorporate into your 2019 ecommerce strategy. There’s a lot here, so bookmark this page and subscribe to ensure you’ll never miss a tip that will give your brand a competitive edge.
#5: Monitor & GroupKPIs for Data-Driven Decision Making
Here’s a short list of the standard KPIs that marketers, operations professionals, and Ecommerce managers use. Most, if not all of these should be familiar to you. We put them into a few separate buckets that help achieve specific goals. Our team recommends organizing them in a similar way, as each can help you create a simple report rather quickly, and each tells a very different story. Even if you have software that does this for you, putting stats in different tranches like this can help you identify key trends you can act on. Hover over KPIs for individual calculation formulas.
Customer Engagement KPIs
These KPIs allow you to see at a glance how your site is performing:
Conversion Rate (CR)
Average Order Value (AOV)
MVP/VIP AOV (AOV of your most valuable customers)
Customer Lifetime Value (CLV)
Cart Abandonment Rate
Browser Abandonment Rate
Mobile Site Traffic (Make sure you’re using this in 2019!)
Returning vs. New Visitors (includes non-converting traffic)
Returning vs. New Customers (excludes non-converting traffic)
Page Views Per Visitor
Site Uptime %
Budget Management KPIs
Here we have a short list of “must-have” budget-oriented KPIs:
Cost of Goods Sold (COGS)
Customer Acquisition Cost
Return on Ad Spend (ROAS)
Return on Investment (ROI)
Fulfillment Costs (Especially Cost of Returns)
Customer Feedback KPIs
There are additional customer-facing stats you should keep an eye on, which help identify how your customers feel about your products, service, user experience, and more. Under analysis, these metrics are helpful for determining where friction occurs in the buying process. For example:
Customer Satisfaction Score
Net Promoter Score
Customer Service Avg. Response Time
Customer Service Call Count
Customer Service Email Count
Customer Service Chat Count (for those with chatbots)
Average Customer Service Rating (if you have surveys after chats, emails or calls)
Average Customer Sentiment (with tech like YOTPO, you can gage overall review sentiment)
Google Reviews Rating (if applicable)
Yelp Reviews Rating (if applicable)
Top 10 Products
Worst 10 Products
Top 5 Service Strengths
Top 5 Service Weaknesses
Number of App ‘Superusers’ (Customers who use your app every day)
Tracking Revenue Per Visitor (RPV)
In 2018, a relatively new KPI began gaining recognition in the market. Revenue Per Visitor (RPV) has been called “the most valuable metric” for gaging online sales performance, and is especially helpful when it comes to A/B testing. To find your RPV value, multiply your conversion rate by your average order value. This gives you an estimate of how much the average customer is spending.
#4: Make A/B Testing A Habit
A/B testing is invaluable. In an age where data-driven decision making has the highest ROI, companies who make experience alterations on a whim are falling behind. Whether its email subject lines or adding a PayPal Express Checkout button, merchants should be testing these changes with sample groups before making them across the board. Do your due diligence and add A/B testing to this year’s resolutions (especially for Mobile optimization).
Mobile Checkout Testing
Throughout 2018, we tested a variety of mobile checkout enhancements, eventually culminating in the global Mobile Optimization Initiative, now open to Magento merchants everywhere. After running tests on the mobile checkout experiences of more than 20 merchants, we noted several key trends, but one stood above others: The need for merchants to A/B test constantly.
“Some of the changes we assumed would have a big boost to revenue had very little effect and vice versa. It really highlighted the value in making data-driven decisions rather than going off conventional wisdom.”Oliver Sosinsky, Redstage Solutions Engineer
Every site is different, and more importantly, every audience is different. While some tests revealed huge opportunities for brands to rake in more dollars on mobile, the same tests flatlined or even resulted in a downturn for other merchants (in a few cases). As the race to close the mobile conversion gap continues, our top piece of advice is to start designing digital experiences for mobile users specifically. Most importantly, merchants must work to understand what their mobile customers expect and how to simplify experiences to match. If you’re interested in learning more about the initiative or getting some of your own mobile experiments in motion, sign up here.
“In a world where responsive design is trying to give [customers] all the same functionality we have on desktop in mobile, there may be a divergence here where we have to start thinking about different mobile-first customer experiences.”Adam Morris, Redstage CEO
#3: Create Rich, Interactive Brand Experiences
Creating & Curating Today’s Most Resonant Brands
Traditional retail has hit rock bottom. While Sears and Toys ‘R Us are two of the best known casualties, the implications stretch to each and every physical store on the planet. Both retail giants suffered at the hands of decisions that went against their customer experience. For Sears, the decision to switch to “Everyday low prices” was the first nail in the coffin. Prior to this, the company’s coupon catalog had created buzz and drove customers into stores weekly. Without it, there was little customer experience left, especially with a rapidly decaying in-store experience.
Toy’s ‘R Us was no different. Understaffed stores became empty warehouses. Items were difficult to find in these cold depths, and staff were largely unhelpful when it came to navigating the superstores. Eventually, there was no reason customers wanted to go visit physical locations. With other toy retailers offering better prices online, it was easy for the customer base to choose alternative means. Interestingly, in a last-ditch effort to save the brand, Toys ‘R Us created an augmented reality app. With the app, customers could quickly find the products they were after, and kids could play mini games, test out toys, and go on scavenger hunts around the store, guided by an animated giraffe (the company’s mascot). Unfortunately, it was too little too late, but what are today’s resonant brands doing to keep customers engaged?
The In-Store Experience Revolution will Dominate 2019
Amid cries of 2017’s “Retail Apocalypse,” we made a series of predictions for 2018. In an article titled AR & AI: The Ecommerce Armsrace we anticipated a revolution for in-store experience technology.
Interestingly, while we were wrong about which DTC giant would debut this tech, we were right to suspect its prompt emergence in the market. In early December, Covergirl shook the global beauty sector by installing an “Experiential Makeup Playground” in its Time Square flagship store. The store uses the latest connected retail technology, including voice, IoT, and augmented reality to let customers ‘try on’ products via smart mirror “glam stations.” Expect the company’s rivals to shortly follow suit.
Brand Loyalty and the Immersive Retail Experience
Nike took a similarly immersive approach with in-store experience upgrades at its first “Nike Live” store on Melrose Ave. in L.A. As soon as shoppers enter the store, geofence technology recognizes the presence of the app on their smartphone. From there, Nike’s customer algorithm will give product recommendations based on shopper stats, style and shoe size. Among the rich, app-driven incentives, Nike will even automatically reserve a pair of shoes customers might like. When customers buy Nike products online, Nike ships them to personal smart lockers in-store that can be accessed simply with a Nike+ member pass. No friction, no waiting, no problem.
“[I]n the heart of West LA is also the first Nike Live concept store that blurs the line between digital and physical shopping. Powered by Nike digital commerce data, everything about the store is designed to work seamlessly with the Nike Plus app on shoppers’ phones.”Fast Company
The Digital “Show Room”
Both Nike and Covergirl ushered in amazing retail makeovers by leveraging customer data to solve common customer challenges. For Covergirl, the new tech helps customers try out products they might not be able to physically test anywhere else. As a second key benefit, the experience encourages customers to try on more makeup during their session than they typically would. Third, because shoppers are using AR, this doesn’t cause physical product waste like the often seen “try me” lipstick in other stores.
For Nike, a key decision to place the concept shop on Melrose Ave. arose from the fact that “one in fifty pairs of shoes sold in the area was a Nike Cortez, which was reflected in the product selection available to customers,” according to the Fast Company article mentioned above. Based on this data, Nike responded by creating a store where customers could get expedient access to the newest products (which are usually in high demand). The connected retail space also creates a better environment for millennial shoppers who hate interacting with sales staff, something the retail sector has been slow to pick up on.
Experiences like these are the future of brand loyalty. While we predict stores will become more like show-rooms in the coming years, brand experiences like these will drive customer retention & acquisition. The stage has been set for the in-store experience revolution, and the brands that can best serve customers (digitally and physically) will make it known in 2019.
With this push toward immersive brand experiences in brick-and-mortar stores, brands who lack physical locations will need every advantage to ensure a fast, frictionless, and competitive online experience.
#2: Explore and Implement Deep-Personalization
As Apparel Magazine notes, “According to SAP’s Digital Readiness Survey, 75 percent of retailers believe it is important to deliver a valuable, relevant, and personalized experience specific to the consumer. Further, more than 60 percent of retailers believe it’s important to develop context-relevant, personalized recommendations based on consumer sentiment and history.” This rapidly growing trend is why today’s omnichannel push exists. Making your products available to consumers on their favorite platforms like Facebook, Amazon, Ebay and Google is simply a deeper way of aligning brand experiences with the habits of your customer. With this frame of mind, lets explore some additional methods for creating a rich, visible, and convenient brand.
Recalibrate Your Personalization Tech in the Year Ahead
1. PPC, Email, and Remarketing
Revisiting our #4 recommended resolution for the year ahead, A/B testing isn’t limited to the checkout. Review and optimize your lead-attractors, from PPC and remarketing ads to emails, popups, and SMS. Take a good, hard look at your targeting and make sure you’re using your data to its optimal effectiveness. Test out a revitalized approach to mobile advertising. Investigate your messaging effectiveness between channels. Is the message consistent? Should it be? Have your customer expectations changed? Are customers more responsive to different messaging on different channels or devices? Would you consider creating new PPC ad groups by repurposing your best email subject lines of 2018? Analyze, experiment, evaluate, and optimize.
2. Voice Search Marketing
Comscore predicts half of all online searches (or more) will be conducted via voice by 2020. Despite more than 100 million Amazon Alexas being sold to date, voice search only accounted for a measly 0.4% of online sales in 2018. However, $2.1 billion in sales is nothing to ignore. Between 2016 and 2017, voice search went from zero to 10% of all search volume. Today, more than 20% of searches have voice-based intent. Moreover, smart speakers are predicted to penetrate more than 55% of homes by 2022, a figure that doesn’t account for digital assistants already embedded in smartphones. With millennials relying more on mobile ecommerce and a growing interest in IoT, 2019 may be the year we see another jump in voice search. It’s time for retailers to get invested as adoption continues to pick up.
Video is a marketer’s best friend. Consumers are “anywhere from 64-85% more likely to buy after watching a product video,” and in 2018 the industry began using them in more creative ways. While tutorials, product videos, and UGC have historically driven sales, merchants with content-driven commerce strategies now use video to enhance, repurpose, and revitalize content. Consider creating interview-style videos where users discuss the product with a member of your team. Host a live Q&A on twitter or facebook for popular products, new releases, or products with high views and low sales. Another option is to record video introductions to new or once-popular blog posts to grab additional clicks on social media.
Think what you might about chatbots, but visit any merchant site and they likely have one (or at least a live chat). As customer patience becomes paramount, it’s important to give customers immediate help before they bounce. Moreover, make sure you’re optimizing and changing up your automated greetings at a reasonable pace. Setting up automated conversation paths is another promising benefit of chatbots, and programming responses based on keywords can save time for your sales & support teams.
Newly released data from Adobe and Internet Retailer reinforces once again that mobile sales will continue skyrocketing. As we mentioned earlier, payment options and your checkout process in general needs to be more than simply “responsive.” Mobile customers expect frictionless experiences, and as our research shows, are more likely to buy if you offer payment options like PayPal Express Checkout, Venmo, Apple Pay and even Amazon Pay. However, while we’ve seen success across the board for stores that add the PayPal option before regular checkout, every merchant’s audience will have different preferences. Be sure to make mobile wallet testing a priority, especially before Black Friday rolls around again.
6. Shopping Apps
Shopping apps allow merchants a chance to increase brand value, customer retention, and AOV. The promise of better experiences drives app downloads, which in-turn drive sales and customer loyalty. Think of apps as the most targeted remarketing channel brands can use. The ability to send a notification to a customer is one thing, but getting access to large swaths of individualized data is a whole new world. In this way, apps are the pinnacle of personalization, allowing retailers to alert users about products they might like or share reminders about past purchases they may want to replenish soon. Deals and coupons can be shared instantly, and with the average millennial spending 5.2 hours per day on their smartphone, it’s an avenue worth trying out (The average Gen-Z user spends 5.9 hours on their smartphone per day). Customers generally like apps due to their simplified functionality and UI compared to bulky company websites, and with your brand’s logo on their phone, they’ll likely interact with you more often.
Amazon, Customer Service & Social Selling
According to the Future Shopper Report, 68% of shoppers first visit Amazon.com when searching for products. 80% of shoppers compare prices on Amazon when they’re shopping somewhere else. Why? Because Amazon offers a simple and superior shopping experience. If we dissect the ecommerce monolith, the wide variety of products, wholesale prices, and incredibly fast shipping options make it the easy choice for finding just about anything. All things considered, it’s no wonder Amazon surpassed Google for most product searches last year. That said, theres a lot retailers can learn from Amazon, and several ways to fight back.
For starters, Amazon’s rich product information and advanced search abilities make finding the right product easy. All companies from B2B to B2C can make customer lives easier by following Amazon’s model in these areas. Next, Amazon’s customer support is second to none, replacing lost or damaged items immediately, without additional cost to the consumer (shipping included). In light of this, merchants should work to create better returns policies and frictionless customer service.
Another way to combat Amazon is to succeed in both product authority and social selling. As a specialized retailer, you need to prove yourself as a thought leader to rise above the competition. Whether that means having a presence at Fashion Week, getting influencer endorsements, or simply creating compelling and informative content for your blog — you need to earn authority and respect from your users. You can achieve the same effect by reflecting your extensive industry insight in product descriptions and including niche-specific attributes.
Beating Amazon’s customer support may prove tough, so social selling is another good way to fight back. Rather than focusing on reactive customer support, refocus your sales team’s time and energy on starting conversations that earn trust and influence sales. The team at 4-Tell have some great sales enablement tools, including machine learning algorithms for site search and product recommendations. Sales teams can also build custom product boards to share with customers based on shopping habits. Personalization doesn’t get more personal than that.
#1. Prepare for the Global Omnichannel Transition
Thanks to significant buy-in from major retailers, a global omnichannel transition is now underway. In 2019, more industry titans and mid-tier merchants will progress from the planning and building phase to execution. With this comes a threat to smaller retailers who harbor strong digital backbones, now having to fight on all fronts against groups with bigger budgets. What’s more, as a growing number of B2B companies undergo their own digital and DTC transitions, a realization is coming to the fore: Every business must adopt even stronger logistics capabilities. Here’s how:
Fighting “Faster” with “Frictionless”
With Amazon’s Prime Now option, customers can receive last-minute orders within 2 hours in 50 cities across the united states. However, items available on Prime Now are limited to household goods and groceries, with only a select few grocers (aside from Whole Foods) listing their products on the platform. Since most retailers are unable to compete in terms of delivery time, the industry’s best bet is to drive convenience through pervasiveness.
Use (More) Convenient, Shoppable Channels
Ebay, Newegg, Facebook Marketplace, and Etsy are just a few of the many sites where retailers can flex their omichannel muscle. In line with this thinking, retailers need to up their ad game and start creating more enticing shoppable posts on social media. It’s not enough to have a constant stream of social content. Brands need engaging content that resonates with their audience and keeps them coming back. Take a note from Young & Reckless, the Skateboarding brand that achieved a 3x return on adspend through Instagram. By combining influencer marketing campaigns with branded and shoppable posts, they were able to broaden their audience, reach more customers, and keep their products in the spotlight by aligning with trends and celebrities their audience cares about. In fact, half of the brand’s online traffic comes from social media. That’s the value of resonance.
“Companies with omnichannel customer engagement strategies retain on average 89% of their customers, compared to customer retention rate of 33% for companies with weak omnichannel customer engagement.”Invesp
Creating a simple and frictionless return experience was also a key part of Young & Reckless’ success. When customers know you have a safe and sensible return policy (usually with no cost to them), they’re more likely to buy your product. This is all part of ecommerce consumer psychology. Millennials understand the pain of buying something online that turns out to be the wrong size. Next comes the inconvenience of contacting the return center (sometimes a lengthy process), going to the post office, paying for shipping, and sending the product back. Lastly, the customer has to buy the product all over again, only this time, they’re short a few bucks and have to wait for the delivery to arrive all over again.
Having this experience just once might be enough to make customers look elsewhere for the same product, or worse, never shop on your site again. What might seem like a small inconvenience for some is unforgivable in the minds of millennials, who expect the utmost simplicity. When this expectation isn’t met, their trust in the brand is broken. Moreover, as the most cautious customer segment, they may suspect future purchases from your store could result in the same negative experience, compelling them to avoid the risk altogether.
In 2019, retailers should do their best to offer frictionless returns. Your customers will pay you back in spades. Critically review your returns process and policies. Consider using returnable, pre-paid packaging, and if you can, aim for BOPIS options. The Buy-Online, Pick-up In Store revolution is yet another movement born from evolving ecommerce psychology. It not only relieves customer contention points like faster delivery and delivery safety, but gives “bricks-and-clicks” retailers another opportunity to engage with customers in the physical world.
We designed this rather long-winded thought piece for merchants and marketers to vastly enhance customer experiences in 2019. We hope you found some valuable strategies and new ideas to use this year, or at least began to think critically about some aspects of customer satisfaction and engagement you may have overlooked. If you think anything should be added to this article, feel free to share your thoughts in the comments below! If you’re looking for a team of Ecommerce veterans to help you achieve your 2019 goals, reach out today to schedule your free project consultation.
“It is easier to invent the future than it is to predict it.”
This variation of a quote by computer scientist Alan Kay was the last line of a 1994 job listing written by Jeff Bezos, and still holds true to this day. While Redstage’s team of forward thinkers possess a knack for accurate predictions, we’ve also helped shape the future of ecommerce through our mobile research initiatives.
Throughout 2018, our team made strides to advance the cause of B2B ecommerce, offering insight into new technology, mobile commerce, and the millennial customer experience. We remain dedicated to helping clients and readers alike stay informed of emerging trends and the strategies you can use to master them. With this said, here are the top insights and articles of the past year:
“B2B ecommerce has several types of customers, each with their individual requirements for how they define their success. These customer types include B2B consumers (the company plans to resell the product or service to them). Other customer types include wholesalers/distributors who will sell your products and services to other B2B companies and dealers who sometimes resell the company’s product for them. Knowing your customers, here’s a few things to consider when selecting the best e-commerce platform for your online store.” — Read More
“Will it be the illustrious AI, the illuminating abilities of augmented reality, delivery drones, or perhaps… chatbots? With the emergence of all this new tech, marketers are left to base their budget allocation for 2018 on speculation. As a result, I am inclined to believe that without a doubt, 2018 will be somewhat of a plateau for marketing; defined by a knowledge-gap surrounding new avenues for advertising and the deteriorating value of current methods. Here’s why…” — Read More
“At this very moment, it’s likely that retail executives around the US are screaming about their Black Friday and Cyber Monday sales performance. For some, these sounds resemble a triumphant war chant. For others, these are the shrill cries of defeat. The reason? Mobile-first adoption. No matter where you stand, this data changes the ecommerce landscape. Here are the latest stats and key trends from the long-weekend of holiday sales events.” — Read More
“The development of AI and Big data, in recent years, has given online retailers both opportunities and challenges. In the next decade, digital stores will be equipped more optimized tools based on AI, and through this, they are empowered to strengthen customer relationship and enhance customer retention. This is a technology competition and I believe that the one who wins the game will also win the customer’s heart.” –Read More
“Today, a single blogger has the same opportunity to get a million comments on a post as Walmart does. A mom and pop online store has the same chance of winning over customers as Amazon. Time, resources and budget notwithstanding, the Internet provides a fair medium for all business to compete, and we owe the state of our world to this universal marketplace of ideas… With the Net Neutrality repeal in effect, major changes are coming that will affect every businesses, especially in the world of advertising and ecommerce.” — Read More
Top Case Study of The Year!
Check out our most viewed case study of the year: White Mountain Footwear. If this were a blog post, it would hold the #3 spot above!
Top Download of The Year!
Take a look at our Digital Sales Engagement Ebook, our most viewed downloadable of 2018! Discover all the tools you can use to optimize your digital sales team and top tactics to revolutionize your digital acquisition strategy.
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