of retail traffic is coming from iPads alone
of consumers want interactive help while buying online
or 7% is the share prediction for mobile eCommerce by 2016
eCommerce is where your customers are headed this holiday season and the next, but are you ready? The number of smartphone owners is increasing exponentially year-on-year. Tablets, particularly, iPads, are very popular with the new generation—a significant volume of web sales is conducted over that device. But, while ecommerce volume is increasing every year, so is shopping abandonment. The reasons of abandonment can be many—a cluttered website, unexpected shipping costs, lack of personal assistance at crucial points in the purchasing process—but the main issue is the retailer’s unpreparedness to meet the expectations of a social networking, channel hopping, multi-device using customer base.
There are many occasions during the shopping journey—in the research, decide, and buy stages—that make customers abandon a session midway. At these times, a large number of consumers (close to 60%) look for some sort of personalized assistance. If they receive that timely help, they are more likely to complete the transaction and possibly, buy more.
Customers want to transact with you over the channel and device of their choice. Apologizing for not being available over any of those touchpoints is no good (it’s only value lies in its ability to drive your customers to the competitor).
Shoppers don’t follow a linear path to a sales or service goal. Just as the Web is influencing retail sales with people researching products, prices, and deals online but buying in-store, offline or in-store experiences are also affecting web sales. It’s essential that you provide consistent service and information at every point the customer touches you.
Social recommendations and reviews, even by strangers, is the new word-of-mouth. Additionally, social media is now being used by B2C companies to drive business to their retail stores or websites.
eCommerce is suffering from the same old problems of customer retention, shrinking basket size, cart abandonment, and rising customer service costs.