08/24/2022 | Press release | Distributed by Public on 08/24/2022 11:03
Rising consumer pessimism means retailers need to work harder this holiday season to keep shoppers merry. How do you balance the online and in-store retail shopping experience? How do you contend with a more complicated path to purchase? How do you keep customers satisfied and spending at the same time?
The simple answer is to create a seamless retail shopping experience that knits digital and physical touchpoints together. For companies, that starts with creating agility across online and mobile commerce channels. But it also means giving customers greater flexibility when browsing and buying, no matter how they choose to shop.
Here's what you can do to get your online and brick-and-mortar channels ready for the 2022 holiday shopping season.
Check out our tips for making shopping easier than ever in the 2022 Holiday Planning Guide for Retailers.
Put yourself in the shoes of a time-starved holiday shopper who's suddenly remembered a must-order gift. Would you rather hop in the car, pull out your laptop, or grab your phone?
With mobile commerce getting more popular every year and margins tightening by the minute, it's never been more important to optimize your mobile commerce experience. In fact, in the second quarter of 2022, mobile accounted for 71% of traffic share and 61% of total order share. Make phone and tablet shopping easier with:
How can you help your customers find the right products when so much depends on flat Instagram images on a small screen? By enabling associates (or even influencers) to interact with your customers on a live stream, you can turn virtual retail shopping experiences into personalized and physical interactions.
Suddenly, your customers can see the product from different angles, ask about flexible fulfillment options like same day delivery or in-store pickup, and inquire about return policies. That process helps customers avoid buying gifts that won't work and has the potential to reduce online return rates, which can be as high as 20.8%.
Consumers live on their phones, and pushing your brand experience and checkout to these social networks helps remove the friction that a consumer encounters between discovery and purchase.
Rob Garf, vice president and general manager, retail, at SalesforceLeading retailers are already perfecting the art of capturing customers' attention on platforms like Facebook, Instagram, and TikTok. That's not just for vanity's sake: All signs indicate that social commerce is just getting started. In fact, it's predicted to grow three times faster than traditional ecommerce over the next four years.
"Consumers live on their phones, and pushing your brand experience and checkout to these social networks helps remove the friction that a consumer encounters between discovery and purchase," Rob Garf, Salesforce's vice president and general manager, retail, told Retail TouchPoints earlier this year.
Nothing says "bah, humbug" quite like finding out the product you ordered online is out of stock or stuck somewhere on a snarled supply chain. As retailers face continued inventory and shipment challenges, digital leaders are solving the problem by prioritizing fulfillment and inventory optimization. What does that mean in simple terms? Now's the time to solve the "where is my order" problem once and for all:
Now's the time to solve the 'where is my order' problem once and for all.
Only 24% of retailers and brands have "out of stock" notifications for sold-out items online, according to the 2022 Omnichannel Retail Index. "This feature could be a differentiator especially as we continue to experience supply chain and logistical challenges," said Kathy Kimple, executive director at OSF Digital, a commerce and digital cloud transformation company. "This could be useful in multiple ways: communication and keeping the customer in the know, re-capturing the sale when it's back in stock, and messaging them about alternative options."
As inflation lingers, flexible payment options are bound to grow in popularity. With some consumers saying they may not buy any gifts this year, programs like buy-now-pay-later (BNPL) may make an important difference in the retail shopping experience-and to retailers' profitability. Digital leaders are twice as likely as digital laggards to prioritize investments in flexible payments: One company grew average order value by 50% after implementing BNPL.
Delaying payments or offering installment options aren't the only ways retailers are rethinking transaction flexibility. Apple Pay, for example, is increasing in popularity: While 54% already accept Apple Pay, another 34% plan to add the option within two years. Not only do mobile wallet options streamline transactions with one-click payments, they also expand the number of payment options customers have at checkout.
Give holiday shoppers the gift of convenience this year by removing friction from their retail shopping experience.
Learn strategies for delivering comfort and joy all year long.