They are likely targeting me based on my geographic location and having visited their site before.
Ian works within Deloitte Digital which helps clients wi Retail Trends A transformative time for retail. A tough year for retail is proving to be a challenging year and the pressure is mounting on retailers. Retail in — three themes and your To Do list: Reimagine the store - The store has a great future but it will be different to its past. Be more than a store — Retailers need to ensure that their stores remain relevant and consumers want to keep coming back to them.
Experience is more important than ever, and stores need to be more than just places to transact. Put digital in your physical — Retailers are realising that the biggest impact that digital can have on their business is instore. Some of the most innovative and compelling stores make digital a core part of the physical experience. Sell online instore — Online retailers are turning to stores to help them grow their businesses and help service their customers.
But these are very different stores, ones that look to replicate the online experience in the offline world. Experiment with experience - The best way to innovate your business is to experiment. Shop in magical reality — Augmented Reality AR and Virtual Reality VR are set to transform the retail experience both online and offline, often connecting the two with more immersive experiences. Get personal with AI — Artificial intelligence AI allows retailers to personalise the shopping and products experience and to do so at scale, utilising large amounts of data.
Design for the eye — Visual search is changing the way that consumers shop for products, with more and more consumer journeys starting with an image or a photograph. Transform your business - Your customers, competition and culture are always changing.
Try, try, try before you buy — We are increasingly seeing payment postponed, first through the checkout-less store and now through checkout-less online. In the competition for the millennial customer, we will see the growth of try before you buy services. Answer the direct question — Everyone wants to be a retailer. New technologies and platforms are already enabling brands to go direct to consumers.
Brands are targeting individual consumers with offers and experiences and retailers need to respond by intensifying their focus on their consumers. Discover the value in your values — Brand authenticity and sustainability are becoming increasingly important in retail. Consumers want to associate themselves with brands that have a sense of purpose and represent their views, beliefs and values. Further reading Deloitte Consumer Tracker Quarterly review of consumer confidence and spending behaviour.
Mountain Crest Gardens is, in my professional opinion, light years ahead of most ecommerce brands in terms of customer engagement. They used a tool — Rivet Works — to collect not just customer reviews, but customer photos of their products being used.
Many brands with philanthropic missions, like Shongolulu, encourage customers to become brand ambassadors —— sharing the message with the world. Turn yourself and your employees into personalities. Most ecommerce brands optimize for long-tail, at least at first.
Getting high ranking for short-tail keywords is hard. Bigger brands typically win here because of their Domain Authority, which takes into account:. On-site content to draw in customers in times other than a purchase point is becoming super important for LTV increase without large marketing spend. Optimize your site as it currently is, and get content ideas now from these comprehensive guides. Jackson Galaxy uses video, clear CTAs, lots of copy and tons of reviews to turn their product pages into an SEO-optimized landing page.
BlanksUSA uses campaign pages as landing pages in order to drive long-tail traffic to products easily grouped for a specific customer segment.
Mobile experience need to be on par with desktop. Optimize your forms, create mobile-first designs, load pages quickly. Understand how your customers use mobile and optimize. Just use a pop-up like Solo Stove does to help the customer decide where to go next. Mobile experience will be key in Mobile traffic has already overtaken desktop traffic, and we are seeing mobile sales approach desktop sales.
Retailers with a mobile-first mentality will outperform those that treat mobile as a second priority. This mobile-first mentality applies to everything: And while many may still be able to do so in , it is likely that the cost is going to go way up.
Social media advertising is a popular channel for ecommerce brands to use to run campaigns, drive traffic and close sales. Good social media advertising and marketing is about 3 things:. Building a culture around your brand will be the only way to compete and thrive in a marketplace that turns everything into a commodity driven by price and reviews.
Tommy John uses a gifting video along with a customer testimonial in this re-targeted Facebook Ad. Rollie is an Australian brand that has clearly just launched in the US. They are likely targeting me based on my geographic location and having visited their site before.
Nike is using the multiple photo option ad aka, not a video and promoting customized items in the ads. Facebook prioritizes videos and videos help build way more trust then just a regular ad. Videos are so powerful and using Facebook Custom Engagement Audiences you can sequence potential customers who watch 10 seconds of one of your videos to another video.
Using Facebook Video Ads combined with Custom Engagement Audiences alone you can sequence potential customers all the way down a video funnel that goes from Awareness to Engagement and then to Conversion. CRO stands for conversion rate optimization, which you can only do through data-driven optimization and decision making. Conversion rate optimization allows you to run tests to determine which various designs, language, etc. Look for little wins here and there and over the course of the year you will find that you have made it far more likely that a visitor to your website becomes a paying customer.
Regularly get your customers on the phone. Ask why they choose you. Ask what problems drove them to you in the first place. Ask how they view you compared to competitors. Their answers are literally what should go on your website to connect more deeply with your market and generate more sales. Every brand has to first test their way to success. And the third is to be sure to share your successes and failures with everybody internally.
That way, you can be sure you have a staff with a knowledge base. Last year, conversion was 4. This has given us an edge against other clothing brands. I have 30 BigCommerce sites up and the reason I keep coming back is because my development staff and design staff are familiar with the templates and the backend. The cost of entry and cost to scale have dramatically reduced over the years. And because the cost to entry is so low, more people has entered. And a lot of those people are scaling —— again, because the technology to do so costs so little.
Suddenly, marketing to earn your fair share of the market is one of the most important factors to success. My advice for other business owners is this: Rather than tying up time with manual data entry and packaging, focus on things that help your business grow — like marketing, business development, etc.
Let tools and integrations take care of the other elements of the business, and outsource work when you need it. Honestly, InStockAlerts is worth its weight in gold. Suddenly, all my customers wanted to know when a product would be back in stock.
Then, I have more sales with no additional time spent. We also use PriceWaiter on our product pages — which lets the buyer name a price. On the backend, we have loaded up all of our pricing rules into the PriceWaiter system. That app knows if we are willing to sell X items for Y dollars —— as long as the order value is above Z. We use several different integrations with BigCommerce right now, but we like the social tools that make it easy to optimize things like email campaigns we send out through MailChimp.
We also like that the social media tools for Pinterest, Facebook, and Instagram make it much easier to share our products. Leverage new technologies and services to make purchases as easy as possible. Never forget that there is tech out there to help you solve a variety of problems. Email marketing has long held the 1 position as the most profitable growth channel for online stores.
All in all, email marketing drives increased loyalty, repeat purchases, net new purchases and increased AOV, and it can do all of that without you having to actually send individual emails to individual customers. Automation is the real winner here — and email marketing is a test-bed of measurable aspects you can manipulate in order to drive growth behind the scenes. Dorco sent out a personal email from the CEO of the company to promote an organization called ShowerUp —— a mobile truck that goes around to homeless communities to provide hygiene options —— like shaving —— to the community.
It also includes a coupon code so that you can give and get discounted off. This is especially true with Care. They run a gifts.
Kelty, a camping site, does this incredibly well. Each of their emails is themed, with an image to support the message. Yes, they showcase products. But they also showcase content to help readers and customers nail down their next adventure. A strong network of influencers is a vital part of building a strong, sustainable ecommerce business. Natori promoted their line of sports bras through fitness influencer Sarah Dussault.