10 e-Commerce trends in 2018
Over the recent years, e-Commerce is still considered as a popular trend. An online shop should be adjusted to mobile cell phones and tablets, ideally has an application. But it is not enough for attracting new customers.
All promotion work should be managed in the way of maximum searching facilitation of your products via smartphone, and if necessary desktop or even offline.
Use Micro-Moments to attract a buyer
Well, Micro-Moment is not a new subject, but it became a trend very recently. Micro-Moments are intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. Usually, such journey is in “stop and go” manner, decisions are made very fast.
The seller’s goal is to provide necessary information in a right moment. This info must 100% respond customer request. To achieve this goal you need to think of moments when the buyer will need your product and business information.
1. Want to know
A person is looking for information on a subject or product, but he is not ready to buy it right now. “How is healthy gluten-free food?”, “How to choose a vacuum cleaner?”, “What cars are the most fuel efficient?” — customers are looking for the answers to these questions when it’s convenient for them using smartphones. They have stopped dedicating a special time for that because now they have all information at hand. If brand websites have this info, most probably they’ll get a client.
2. Want to visit
A person is looking for a particular product or a shop nearby. The aim for the seller, who has an offline shop, is to come into view.
3. What to do
Before or after the purchase, a client will need a manual, video tutorial to practice new skills. A video content can be of extreme help in such cases. This format helps customers to learn new information in a convenient way — step by step, visually and simple.
4. Want to buy
The most important Micro-Moments for business: a person is almost ready to make a purchase or needs help in choosing a product or processing the order. The point here is to offer quick help and provide all possible means for communication and purchase.
Start to create Video content
Buyers search not only for video tutorials, manuals on use of products, but also product video reviews, tips, life hacks, news…More than 40% of people under 35 y.o. go to surfing YouTube for information, but not search engines. To “catch” these people you need a video.
Customers watch with great pleasure video in social media posts and stories, because they are more dynamic and truer than staged photos. A promotional video on a landing page is the best way to examine a product from every angle. More and more online shops have got this idea and use it to attract new customers.
Encourage clients for creating the content
The important thing is to sell a good-quality product or service and take care of your clients. No one will praise you if there is no positive experience in purchasing your goods.
If everything is ok, here are some tips how to get clients’ content:
- After order delivering, send a message to the client asking him for a feedback;
- Hold a contest: ask your customers to make a video or take a picture on a specific topic mentioning your brand (for example, for online clothes shops it can be a photo of the look with at least one of your item). The winning prize should sufficient, worth to be “fight” for it;
- Sponsor or prepare the events close to your brands. If you do it interesting, people will start talking about you on social networks;
- Invite your clients to test the products, make a video about it, post this video. Mention all your guests;
- Put in the parcels nice and unusual presents. Such things are always unexpected and pleasant for customers, they like to share this experience with friends.
You must not forget to thank your clients for any positive feedback and repost their content on your page or website.
Personalize everything you can
There is a formula: the more precise we guess the customer’s needs, the more chances that he will buy a product.
To understand what he wants, you need to analyze all possible data: study the purchase history, create polls, take into account demographic factors.
Another way: allow your customers to choose the product by himself. For example, add the options of choosing the size and color if you sell tables. Or let a buyer choose the content of a gift set by himself.
But there are more expensive variants:
- Online constructors
- Help of a personal manager (for example, wardrobe selection for making an entire look)
- Virtual reality (for example, a glasses try-on tool when a client can use his photo trying on different pairs of glasses)
Collect more data and analyze it
For proper personalization, you need to know exactly who they are and what they are. Gathering of data helps to get all necessary information.
Big corporations use Big Data — tools, approaches and methods of processing unstructured data. Based on results of this processing, it is possible to forecast the customer behavior.
This technology is pretty expensive and not available for everyone. But small online shops have an opportunity to get data about the clients. For example, you can find offers of collecting and analyzing data on Kwork.