How to translate the in-store experience to an ecommerce store
Published January 23, 2017
The way consumers shop has changed as ecommerce websites have become more prevalent. In 2015, 70 percent of U.S. adults browsed and purchased via online stores at least monthly, and 33 percent shopped on these platforms on a weekly basis, according to Mintel's Online Shopping U.S. 2015 report.
As a result, online retailers are constantly looking for ways to improve the process for customers. Translating the brick-and-mortar experience to a web-based one is the first step. Here's how organizations can do just that:
"Stock information should be visible on product pages."
Highlight stock information
When people shop in-store, they're able to see how much is left of a certain product just by looking at the display. It's more difficult to know that information when looking online, so retailers should make that those details easier to find. Highlighting this data on the product page is a good place to start, CIO suggested. Ecommerce organizations should also share delivery options as well as a prominent marker if an item is out of stock or on backorder. Let consumers know when a product is expected to be available again, and allow customers to provide their contact information for alerts of this nature.
Introduce smart technology
Although some shoppers are fairly savvy when it comes to online retail, others may need more assistance. Implementing an artificial intelligence program that provides features like live chat enables consumers to feel as though they're interacting with a real sales associate, according to Retail TouchPoints. Not only can this technology point out products and services that may be of interest to the client, but it can walk people through the checkout and purchase process – a place where many ecommerce stores lose customers.
This step helps online organizations reduce the number of abandoned shopping carts they see as well as improve the overall shopping journey.
Ease fulfillment
Consumers often shop online for convenience. Customers can find a product, purchase it and have it sent directly to their doorstep, if they desire. Yet, many ecommerce retailers struggle with the fulfillment and distribution aspect of their businesses. To ensure this portion of the operation runs smoothly, organizational leaders should introduce an order management system. This software handles almost every task related to an online purchase, from processing orders and locating stock to tracking delivery and managing returns.
Receiving the products they ordered in a timely manner, with no damages to the item or problems along the way, will improve customer satisfaction and loyalty.
