Social media has changed the way people shop. These changes in consumer behavior were discussed withSatish KanwarVP & GM ChannelsShopify. Our goal was to find out how independent retailers could participate in social commerce, and use digital to drive foot-traffic.
IR – How has social commerce changed product discovery for consumers?
Satish:It’s no longer necessary to visit a store or go online to find products. Customers can now discover products via Instagram and purchase them in-app or in-person.
Social media has become a more popular way to search for products, services and experiences. Shopify has seen social referrals surpass search since late 2015. Email continues to be the largest traffic driver to its online store. Consumers want to find products in the most convenient, personalized way. Instead of rummaging in department stores, online or in person, shoppers now use social media to find and research products. People are more attracted to products that have been shared and verified on social media platforms like Instagram and Facebook. These platforms provide “word-of mouth” justifications for purchases. Retailers need to make all their social channels shoppable in order to keep up with the new discovery process. This will ensure a seamless transition from discovery to transaction.
How retailers can use social strategies to attract shoppers in-store
Commerce is intrinsically social. While the internet has not eliminated this aspect of commerce, it has brought a part of it online. The future of physical retail is less about stocking inventory and more about creating memorable experiences that bring people together. Independent retailers will appreciate the hybrid model, which allows customers to shop online and pick up their goods in-store. If retailers want to attract customers’ attention and keep their time, they need to make in-person experiences more memorable than online shopping.
How has the role of physical retail been changed by social commerce?
Consumers want an easy, time-saving and memorable shopping experience, where they can interact with the retailers in a meaningful manner, online or in-store. The role of the physical storefront has been replaced by the ability to discover and transact online. The role of the physical shop is changing to be about branding, personalization, and creating memorable experiences. Sometimes, customers may be able to shop online for a product that they had in-store.
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Why is physical retail still so important for consumers and retailers?
Retail’s physical retail remains one of the most important touch points for consumers. Even though the final transaction can be done online, customers still want to feel and touch products in person. Physical stores should not be solely focused on selling products but rather on engaging customers through product discovery and human interaction. Independent retailers must understand their customers to develop and revise their business plans to create experiences that resonate with them.
How can independent retailers adapt their sales strategies to meet the changing technologies and consumer needs?
Retail is changing and growing. In the past, adding more stores was the only way to grow your retail brand. It is now about digital real estate expansion. Independent retailers will be more successful if they adopt a holistic approach to retail sales. Social commerce is another addition to the digital real estate revolution. This area offers the greatest potential for brands and retailers to reap greater returns and grow.
E-Commerce Stores Can Benefit From Mobile Package Tracking
Ever had a customer complain that their package was lost or that they were not receiving their order on time? Amazon has a mobile tracking feature that allows customers to see where their package is. Many online retailers fail to track their customers or rely too much on UPS for an ETA. This feature removes the need to navigate to a different website to locate a package. It also creates a more personal experience for customers.
Retail Dive says that customers can see an update on the delivery status of their package when it arrives within 10 delivery stops from their location. Customers can view the delivery vehicle’s location on a map anytime. It was announced last fall and is available for all Amazon packages throughout the U.S. Amazon recommends that all sellers include tracking numbers with shipment confirmations as they are less likely to receive negative feedback. Happy customers are a result of better feedback.
What does this all mean for your ecommerce business? This means that you probably already provide tracking information and shipment confirmations. Your customers are more likely to return to your online shop if they can track where their package is once it has shipped. This makes it easier and more enjoyable for them. Kissmetrics customers are very concerned about where and when they will receive their product.
Another great way to keep customers updated about their packages is to send them a personalized message when the package has shipped and when it arrived at their location. Tasting Room is a customized wine tasting experience for customers who are interested in trying new wines. uses the Narvar tracking system, which provides customers with an accurate delivery date, even before a carrier scan. TR texts customers with the latest information about their package. This makes it easy for them to find it without having to go through tons of emails.
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Cart abandonment is a common issue in e-commerce. It is important to make sure that your customer is happy with the checkout process. Customers will be more interested if they know that they have easy access to track their packages. It will make it easier for customers to buy if they are aware of at least one step. A live tracking device on a mobile phone for customers’ orders could be the future. To keep customers happy, engaged, and returning for more, e-commerce is constantly evolving. It’s vital to stay on top of what’s happening. You can find more information about Narvar at their website.