- The most important thing you can do to keep your audience online is to pay close attention to your customer behaviors.
- Customers should have a variety of options for online shopping methods, from laptops to mobile apps. It is also important to ensure that all methods are user-friendly.
- The goal is not just to attract targeted audiences, but to keep them coming back. This can be accomplished through means such as providing good customer service, personalized experiences, and quality products.
Retail is shifting to an online environment, and entrepreneurs in e-commerce and physical spaces need to understand how this shift affects consumer expectations and loyalty in order to effectively target these people.
As online retail gains more and more market share at the expense of traditional retailers, entrepreneurs should be aware of the following trends in consumers’ online shopping habits and what it means to target these people.
1. It’s now a multi-device, omnichannel world.
Going online no longer just means using desktops and laptops. It’s the anytime, anywhere connectivity offered by tablets, smartphones and smartwatches. Customers are using multiple devices during their shopping journey – starting their search on mobile phones, buying products using tablets or laptops, and telling friends about their purchases using all these devices. In a multi-device, omni-channel world, a business cannot run a website optimized just for desktop or laptop. It must be accessible on smartphones and tablets. Businesses should provide as seamless an integration as possible for the best customer experience.
What does it mean for contractors? If you go online, optimize the experience for all devices, providing clear guidance for a seamless customer experience. Remember that if you target them with an email, they can open it on any device, especially a mobile device, and your website should be ready to be accessed from that device.
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2. Customers shop much more than before.
Smartphones and mobile apps allow for quick searches of products and services from different retailers and companies, so shopping becomes very easy for customers. These devices also allow retailers to target customers with enticing deals, coupons, and offers while on the go. The researchers found that all of these conveniences made customers bigger buyers than ever. Even if they are loyal to certain retailers, they easily switch to the competition when inundated with enticing offers. These trends aren’t easy to combat, but it also means retailers must fight to grab customers’ attention early in the buying funnel, when customers are shopping.
3. Consumers expect personalized experiences.
Devices and channels also provide more opportunities for personalize the customer experience. Collecting data about customers’ shopping preferences and habits and using their past purchase data allows retailers to tailor the customer experience on their websites. Such personalization can increase conversions and is the best way to counter shopper promiscuity and build customer loyalty. Retailers don’t need to spend thousands on marketing analytics software – systematic collection and analysis with common tools can give retailers 80% of the advantage that personalization can offer.
4. Word of mouth is always powerful.
This is the era of social media and networking, where customers share their experiences, likes and dislikes with friends and acquaintances online – on Facebook, Twitter, Snapchat and Instagram . Retailers should have a clear social media strategy to cultivate their customer base. Retailers can harness the power of word of mouth to increase their reach and reduce their paid media marketing budget by earning reputation through customer satisfaction. It also encourages retailers to take a long-term view of their customer relationships and reputation rather than relying on short-term gimmicks to increase revenue.
5. Consumers take their privacy seriously.
Even though the online environment offers opportunities to collect data and information about customer preferences, likes and dislikes and to enable personalization and personalized experiences, it is important to take customer privacy concerns seriously. Don’t sell their email addresses to others, don’t spam them, and make sure you handle their data securely.
6. Customers want easy checkout and checkout options.
Many buyers who shop online want quick and easy checkout. An effective way to do this is to save your customers’ billing and shipping information, allowing them to checkout faster, without entering a lot of repetitive data. More and more e-commerce sites are using payment options such as PayPal and Apple Pay.
7. Sustainability is becoming important for online shoppers.
Online customers are increasingly aware of the effects of their purchasing decisions on the planet’s resources. Many modern consumers buy with sustainability in mind. Keeping this in mind and showing that you care about sustainability can help you drive targeted audiences to your site and grow your list of loyal customers. For example, consider letting customers know that many of your products have sustainable packaging or that sustainable items were used in the manufacture of your products.