For some,Online shopping is functional and allows consumers to get what they want quickly, without stray from their budget or list
By creating a more engaging e-commerce experience, retailers can make online shopping fun to entice consumers to browse and buy as if they were in a physical store – and perhaps increase their shopping cart items.
Here it is:Three ways to improve your shopping experience, and what some retailers are doing
Facilitate discovery
One of the biggest benefits of shopping in a brick-and-mortar store is:Discover new brands and products, which is difficult for most retailers to replicate online.
To bring discovery to the e-commerce experience, brands need to consider how customers are shopping right now, and the tools needed to transform (or leverage) that behavior.
According to Jungle Scout's data for the third quarter of 2023,Shoppers often turn to Amazon and Walmart to start their shopping journey
To take advantage of this, both retailers are:Improved their own ** and appto showcase more new products and make the search easier.
Do not have an Amazon or Walmart e-commerce businessSmaller brands may want to focus on what's not just outside of the brand, especially on social platforms like TikTok
According to a survey conducted by Bazaarvoice in August 2023, the following was revealed79% of global consumers say they regularly discover products through social**
TikTok is especially good at attracting younger consumers. According to a survey by Tinuiti in February 2023,About 29% of Gen Z in the U.S. say they discovered consumer packaged goods through TikTok, a percentage of 10% of the total population
Take the Stanley Cup, for example, the 110-year-old company that has a cult following after becoming popular on TikTok.
This kind of strategyWith minimal upfront investment, it can help brands reach a more targeted group of consumers, especially with the help of TikTok's powerful algorithms.
Leaning towards novelty
Another way to replicate the joy of in-person shopping is to create oneA more curated, novel experience, similar to going to a specialty store.
According to a May 2023 survey by SurveyMonkey, nearly one-third (32%) of U.S. adults said:More related productsis the number one reason they buy from a D2C company. Nearly a quarter (24%) of respondents said:A more personalized shopping experienceis the preferred reason.
Wendy Woloson, a historian of consumer culture at Rutgers University and author of "Trash: A History of Cheap Goods in America," said in an interview with VOXtemu offers a myriad of reasonable gadgets that you never knew you needed, satisfying consumers' "novelty desire" and lowering the purchase threshold at the same time
While the quality of Temu's goods may not be the highest, the app's personalized recommendations have uncovered consumersYou may not find it anywhere elseCommodity.
Gamified shopping experience
Gamification isn't exclusive to e-commerce, but digital retailers can easily adopt it to make online shopping more exciting and engaging. The game allows users to collect points through different purchases or actionsto keep users buying, or just a game.
Last year, Sephora launched Beauty Insider Challenges, a gamified experience where users earn points by completing four tasks. Some tasks require a fee, some don't, butAll these tasks are aimed at exposing users to the different services and products offered by Sephora
Emmy Brown Berlin, Senior Vice President and General Manager of Loyalty at Sephora, said in a Retail Brew webinar, "We see this as an opportunity to raise awareness of some of the things we offer, and maybe not everybody knows we have those things. She cites Sephora's in-store color IQ experience to help customers find the right shade of foundation or concealer for their skin tone.
A fun** shopping experience can quickly bring brands and consumers closer together, increase trust and lead to transactions. At the same time, it is also conducive to retaining customers and converting them into loyal customers.