Three e-commerce trends you can’t ignore
E-commerce is evolving rapidly and it's up to you to ensure your business can keep up with the changes. Find out more about three of the rising e-commerce trends you can't afford to ignore and make sure you're ready to meet the challenges ahead.
1. Personalised experiences
Allowing you to bridge the gap between online and in-person shopping experiences, personalisation is one of the biggest and most important trends in e-commerce right now. A good personalisation campaign can help you create a unique customer experience that leaves shoppers knowing you really care.
One of the best ways to do this is, perhaps surprisingly, through email. Both pre and post-purchase emails offer the opportunity to please customers with deals calibrated to their preferences, so it’s important you gather as much user data as possible (without appearing intrusive). This data can then be used to create personalised offers, send birthday deals and cut down on the number of irrelevant emails you might otherwise send.
2. Long-form content
The trend for short, snappy content has begun to weaken and the time to invest in information-rich long-form content has come. Allowing you to drill deeply into the benefits of your products and services, long-form content is excellent for providing customers with engaging information and in-depth answers to their questions.
However, it is vitally important that your content is accessible. Optimise your content for mobile, break text into readable chunks and consider the potential benefits of long-form videos and podcasts.
3. Marketing automation
Staying in touch with customers is a wonderful way to create bonds that can encourage future purchases, but they can be difficult to maintain as your client base grows. Luckily, marketing automation tools provide a handy, time-smart way to keep in contact.
This smart software can essentially ‘read’ the digital body language of a buyer and subsequently work out things such as what's interesting to them, when they should be approached by sales and when they'd prefer more product information. Marketing automation is a massive trend for e-commerce and is sure to grow and become ever-more sophisticated and targeted in years to come, so it's worth jumping in on the ground floor.
Get swept up in the winds of change and create a nimble campaign to help your e-commerce site grow.