Having worked for the better part of 2 years in a leading independent eCommerce systems integrator, and previously within advertising and marketing businesses for over 6 years, I have seen stuff that works, and stuff that doesn't...
The COVID lockdowns have certainly accelerated the growth of eCommerce as a means of doing business, and every business with an on-line presence has no doubt seen substantial growth in sales year on year 2019 to 2020. But some of the stories I have seen have been outstanding even in this environment. What do those businesses do differently?
Digital marketing people I have worked with consistently attribute success to a number of features of the digital marketplace. On-line can seem far less personal than bricks-and-mortar store-front, so successful brands are working even harder to make the digital experience as good as, if not better than, the in-store experience.
Consumers are looking for products and brands where:
1) Access is convenient - the website has to be functional and easy to use;
2) Products are healthy, allergen-free, and environmentally friendly
3) Products and packaging have to be environmentally sound
4) Consumers want an experience - a brand that brings more than one-off product delivery
5) A platform that enables then to leverage technology for customer interactions
Number 1 - The website has to be functional and easy to use.
You would think goes without saying, but there is a fine line between making pages - especially landing pages - too complex with lots of buttons and drop-downs, or too simple such that you can't get to the product you are after quickly. You want the customer to get to what they want in the minimum number of clicks, so they don't lose interest and move on.
I recently had cause to go to the Destination NSW website, which has some great features built in, but is really clunky and difficult when it comes to finding the holiday with attractions that you are after. I would have thought that there was a great commercial opportunity going begging here, so I suggested to the CEO that he talk to my friend Nevan Lalich.
Consider using "Heat Mapping" to follow the user journey as they use your website - where they clicked and whether they found what they were looking for. This functionality is available for most platforms either as part of the platform itself or as an add-on, for as little as $10 per month. Abandoned cart information is also key to understanding where you might be losing traction in the customer journey.
Number 2 - Products are healthy and allergen-free
Not much wiggle-room here for some industries, but if there are any opportunities to include vegan, organic, low sulfide, low salt or other non-allergenic options in the product, and also environmentally friendly packaging, this is what consumers are drawn to today. Look at CCAs' commitment to using 100% recycled plastic in their PET bottles.
Number 3 - Products and Packaging needs to be environmentally sound
An extension of number 2 - It's no good if the product ticks the boxes, but then it comes wrapped in loads of polystyrene and single-use plastics.
Number 4 - The Customer experience
Take a look at what a previous customer of mine - Accent Group - are doing on their websites as I believe it is best practice and provides some insight into how they are trying to create a deeper customer experience than just having an on-line catalog. https://www.accentgr.com.au/
Every Accent brand have pages to connect with them on social media, and to up-load your email and other details to get copied on promotions and new product, and in-store events.
https://www.platypusshoes.com.au/about-us There's a lot of storytelling throughout the site to engage the consumer and prospective staff. "Our Sneakers - Your Story" talks to the brand culture of cool and authentic.
Why would Accent have taken the time and money to back this initiative and put it up on their site? They are looking to create deep and varied connections with their customers. We should not underestimate how important this is, particularly to the gen-X market.
Number 5 - Leveraging technology:
An on-line chat function adds an opportunity to put a salesperson right in the palm of the customer, when they want it. I was recently involved in a business that ticked all of the above boxes, but still didn't know whether it was worth implementing on-line chat on their platform. They leverage the technology by enabling chat, video or Take a look at what Accent are doing with chat - Brilliant!
Certainly looks like Accent believes it worth-while!
Does it work? Looks like it does: https://powerretail.com.au/news/accent-groups-digital-sales-soar-150-during-lockdown/
For a great success story on eCommerce, see https://www.smartcompany.com.au/partner-content/articles/how-living-edge-transformed-their-online-customer-experience/ Living Edge was another customer of mine at eWave and although a bit late to the eCommerce party, are certainly hitting their straps now!
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