This spring, the consumer satisfaction index for eCommerce decreased by 2%
What brands consider to be best practices in eCommerce are considered as convenient by consumers: an easy and comforting way to shop; detailed product fact sheets; fast and reliable delivery service; rich and exclusive content
Determining objectives based on the organic growth of the channel might be in conflict with a reality principle: this channel is constantly evolving, constant innovation is a reality, it is therefore necessary to continually increase investments in order to stay in tune with consumers’ expectations.
WITHOUT CONSTANT INVESTMENT, GROWTH IS ALMOST IMPOSSIBLE
2 The Internet has changed behaviours and expectations
A study conducted by Looneo and Createst in September 2009, where 1000 internet users over 18 years old, representative of the French population, were polled, revealed the essential role of the Internet in the pre-buying process as well as the increase of social shopping, especially in the18-24 age group. Key figures:
79% of internet users DO research their purchasing online, whether the purchase in completed in store or online.
45% of internet users seek consumers reviews before buying. This percentage increases to 61% for executives, and 52% for the 18-24 age group.
Of the 46% of internet users who view comments, advice is the determining factor in the process of buying . This rate raises to 76% in the 18-24 age.
76% of internet users believe that when it comes to reviews, quality is more important than quantity.
The percentage of internet users seeking consumers advice is expected to rise from 45% to 66% in the next 6 months.
Community and Awareness: 2 fundamental levers in the decision-making process
The importance of searching for peer comments varies from sector to sector Source Etude Fleishmann-Hillard Harris Interactive 2008 sur l’influence d’internet
Devising an ecommerce strategy must begin by taking an inventory and then understanding the interactive ecosystems, both online and offline, where the brand is currently evolving
The decision-making process is no longer linear
Internet has modified the decision-making process to a point where it is no longer linear. The consideration phase is remains until the moment the transaction is actually completed. Internet users follow the steps, but can go return to a previous one: it is essential to be omnipresent in every step of the cycle.
Starbucks Iphone application : displays a scannable bar code on the cellphone screen, allowing it to be used to pay for purchases; to check card balances to transfer additional funds; even to create your own drink preferences
Product info, point of sale advertising (POS) and coupon access via mobile are part of the upcoming revolution. Is that ecommerce? POLL QUESTION
6 Conclusion : Ecommerce strategy objectives go well beyond those of the online sale channel…
In traditional offline retail, stores are opened in high traffic zones or only sell exclusive products that justify the travel trip.
Online, you must provide the best service, the best information at the best time at the right place.
Where is my brand present? With what intensity? What are the paths that are leading to my fact sheet?
The goal of a brand’s ecommerce strategy is not only to sell more on its website but also to identify and better understand its role in the global path to conviction.
Sell more globally, understand where the brand should be available, how (information, service sales), implement some indicators in order to understand the paths and the transformations, the impact of each link in the chain.
Unless selling the product exclusively, the brand’s ecommerce website must offer a differentiating and original user-experience, host events; it should be managed more as a media than a series of relevant functionnalities presented perfectly.
In this constantly evolving field, there is only one certainty: choose a well-considered and analytic approach and give yourself the opportunity to test and constantly challenge your ecosystem… Measure Analyze Test Change