Getting eCommerce Right in the 2020s: Purpose and personalisation are key to keeping online shoppers coming back
We have all been witness to the extraordinary changes to the digital landscape over the last couple of years. I’ve found it particularly interesting to watch how brands and retailers have taken a nimble approach and adapted their digital strategies, often at pace, to offer their customers new experiences and keep them shopping in the online aisle.
So, I was fascinated to read the findings of our new EMEA wide study of more than 10,000 consumers – Getting eCommerce Right in the 2020s – to see what matters most to shoppers and how online retailers need to respond.
Since 2020, eCommerce players have been handed a huge opportunity as many consumers switched to online shopping. However, as shoppers have become more sophisticated in the way they shop, so too have their expectations.
The research identifies a number of key areas that retailers need to be laser-focused on, in order to meet the changing needs of their customers:
The rise of the mindful shopper
The findings demonstrate the growing importance of brands reflecting their customers’ personal values in order to gain preference. Nearly 60% of UK shoppers said they would switch to brands that better represent the values they hold dear, with an overwhelming majority (87%) saying their values and things they care about play a greater role in how and where they choose to spend their money. Indeed, the importance of purpose is further demonstrated with almost 40% of shoppers actively seeking out sustainable, environmentally responsible brands.
The message to brands is clear: It’s not just about offering a product portfolio that appeals to the shopper. People care about a brand’s values and how they behave – if they don’t like it, they will go elsewhere. […]
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