Opportunities for ecommerce growth post-lockdown. There are plenty of ecommerce providers paving the way post-lockdown. Zalando, one of Europe’s biggest online-only fashion retailer, reported an 11% uplift in sales – a new record high for the brand that’s set to increase even more. Ecommerce has surpassed levels not expected until 2025 due to the COVID-19 pandemic, for example it is expected to bring in over $843 billion in additional US sales this year. Inditex SA forecast a boom in online sales to continue after e-commerce surged to represent a third of the Zara owner’s total revenue last year.
With the rapid shifts that took place last year, 2021 will be about finding ways to reach wary consumers and filling your marketing toolbox with innovative strategies to stand out.
But what are the companies that are succeeding doing right?
Zalando is first and foremost an online business. It started online, it remained online, and it thrived during lockdown. Unlike bricks and mortar stores that rushed to get their businesses on the internet pre-lockdown, Zalando has had plenty of time to create digital customer experiences that are enjoyable.
The eCommerce brands that will succeed post-COVID use past data to optimise the shopping process from start to finish.
This use of digital tools and software to create slick funnels and user-friendly shopping experiences was starting to gain traction before lockdown, but it’s now more important than ever to create real connections with customers who are stuck at home and unable to shop in the ways they are used to.
Personalisation is powered by big data, which means you have a lot of options when choosing how to segment your audience for personalisation purposes. For go-to marketing for example SwiftERM personalises each and every product selection to the individual consumer receiving it, with zero segmentation necessary. It complements marketing and promotional email campaigns, out-performing them multiple times over, including rule based segmentation.
Adoption of Mobile Shopping
Stuck-at-home consumers are shocked by how much their screen time has increased during lockdown.
With not much else to do and the whole world at their fingertips, many have upped the amount of time they spend on their phones, using them to do everything from communicating with friends and family (this report shows a 45% increase in WhatsApp usage) to online shopping.
Brands that are able to incorporate mobile into the sales cycle will be able to tap into this growing pool of consumers who are shopping online via their phones.
Connect More Commerce Touchpoints
Even before lockdown was enforced, the large number of commerce brands taking their stores online has increased the competition. With more online stores than ever, capturing the attention of potential customers has become increasingly difficult.
As a result, brands that are growth-minded are having to incorporate more touch points along the buying journey to retain the dwindling attention of buyers. This includes features like chatbots that can provide auto responses to commonly asked questions, eliminating the chance of a consumer losing interest and going elsewhere.
Adding touch points throughout the journey keeps buyer engagement levels high and gives ecommerce brands an edge.
A Strategic Focus on Traffic From Key Areas
The most successful eCommerce brands know where their audiences hang out. Instead of spreading themselves thin and trying to attract buyers from every online hotspot they can think of, they identify their key traffic sources and optimise them.
Take clothing brand Barbour, for example. They’ve found a market for their product on Instagram and have optimised their strategy on the platform to increase store traffic by 98% and Instagram-fuelled sales by 42%.
Finding key traffic sources and strategically optimising them is an effective way to lean into what works and, ultimately, catapult growth.
The Future of eCommerce Post-Lockdown
Right now, the future of eCommerce is in flex, there are regularly new measures being put in place.
What we do know is that eCommerce brands that are doing well during these strange times are working hard to align themselves with changing consumer needs, as well as turning to key strategies that are hyper-focused and necessary in the wake of increasing competition.
We hope you enjoyed this article, intended to help improve our client’s profitability. It reflects the care SwiftERM offer. If you haven’t already done so, then please enjoy a FREE month’s trial and let us know what you think. Register, call us on 0207 998 3901, book a call with us https://calendly.com/swifterm/15min or Zoom ID 964 515 7464
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