Far too often CEO’s, CMO’s, eComm Managers, Sales Directors and the like get caught up in the idea that eCommerce is all about transactions and conversion rates. Yes, transactions matter and yes, conversion is key, but what these eCommerce aligned professionals seem to be missing is the fact that an eCommerce experience is a brand experience and it needs to be treated as such.
When it comes to eCommerce, the purchase process is pretty much the same from site to site. A consumer views a bunch of products, finds one that fits their needs, adds it to their cart, and proceeds to checkout. This process is boring, shallow, and expected. Yet, the common mentality appears to be “Amazon does it,” so many brands play follow the leader and align their eCommerce platform with what they consider to be best practice.
What these brands are failing to realize is that Amazon is a mass-merchant retailer solely focused on getting various products, from various brands, into the consumers hands as fast as possible. However, brands must remember that the expectations of the consumer when shopping on Amazon’s platform are very different than the expectations of a proprietary retail brand. While transactions matter, they are only a piece of the big picture regarding the brand/consumer relationship.
Establish Positioning & Facilitate Discovery
Every consumer touchpoint provides brands with a unique opportunity to communicate who they are, what they do, and what they stand for. This couldn’t be more true when it comes to digital. Just because your platform sells product online… doesn’t mean the visitors are there to buy online.
t’s a well known fact that today’s consumers don’t want to be sold to, they want to be connected with. Much like the expectations of a brick-and-mortar experience—the consumer wants personalization, context, relatability, and they want to be engaged emotionally. To do this, brands must focus on transforming the mundane and uninspiring “transactional” model of eCommerce, into a compelling consumer experience that builds loyalty and speaks to their unique ambitions, desires, and needs.
So how can brands build loyalty and move from a transactional mindset to an experiential one?