A few months ago, our sales team was at Shop.org, and the hot topic was omni-channel commerce. So what is it and why does it matter? At Copious we’ve been talking about omni-channel commerce for years—but we called it “user-centered commerce.” It’s about designing the entire experience a customer has with your brand across multiple touchpoints, centered around their needs and how they want to interact with your brand and products.
Let’s step back to cover what’s changed for your users, how to best understand your customers’ needs and what you need to do as a retailer to support your customer base (and drive additional revenue).
Changes in Online Consumer Behavior
The way consumers interact and shop online has shifted dramatically in the last decade. Ten years ago the internet was slower, AOL was still relevant and consumer expectations of their shopping experience online were far lower. The dramatic changes that have taken place in technology and consumer behavior have forced us to challenge the way we must plan, design and execute a shopping experience for the digital world.
Users’ expectations have in large part shifted due to the technology they use to interact with the web: just over a decade ago only 51% percent of US consumers had home internet (only about 10% had broadband), and even though 148 million US consumers had cell phones, they were not powerful and elegant enough to drive online commerce. Today, over 70% percent of US consumers have high-speed internet (90% of all users with home internet access have broadband now), 64% percent of users with home internet have smartphones, and TV is often paired with a second screen experience.
In 2011 only 7% of ecommerce revenue was driven by native mobile apps/or mobile commerce. Today that number stands at 17% and is projected to top 26% in less than four years. All these trends point to not only the critical part mobile plays in direct online revenue, but also the overall importance of delivering an omnichannel digital retail experience to your customers.
Today’s omnichannel consumers demand digital products and experiences that extend the in-store experience, allow them to research products whenever and however they want and, most importantly, shop for products to be shipped when and how they want.
Today’s omnichannel consumers demand digital products and experiences that extend the in-store experience.