2017年-数据局_Episerver：搜索是网络购物消费体验最重要的组成部分_19页_356kb

Reimagining Commerce: Summary

Core Content

The document "Reimagining Commerce" explores the evolving expectations of online shoppers and highlights the importance of shifting from a purely transactional mindset to a more experience-driven approach. It emphasizes that while online purchasing is a common goal, most consumers visit brand websites for other purposes such as browsing, comparing products, or researching store information. Brands that understand and cater to these varied intentions can significantly enhance customer engagement and loyalty.

Main Points

• Shoppers' Intentions:

  • 92% of consumers visit a brand's website for purposes other than purchasing.
  • 45% search for a product, 26% compare prices, and 11% look for store details.
  • Only 8% make a purchase on their first visit.
  • 32% of consumers who visit with purchase intent rarely or never make a purchase.

• Consumer Experience:

  • 98% of shoppers have been dissuaded from purchasing due to incomplete or incorrect content.
  • 59% of shoppers are interested in personalization as part of their online shopping experience.
  • 28% of shoppers consider personalized content as one of their top three contributors to a great digital experience.
  • 1 in 10 shoppers ranks it as their number one factor.

• Device Preferences:

  • Desktops remain the primary digital channel for shopping.
  • Mobile devices (smartphones and tablets) are gaining popularity, with 25% using them very often.
  • Shoppers aged 18–44 prefer smartphones, while those 45 and older favor desktops.

• Shopping Frequency and Behavior:

  • 67% of shoppers expect to make more online purchases in 2017 than in 2016.
  • 60% of shoppers go directly to the product they are looking for when visiting a brand's site.

• Personalization Importance:

  • 35% of shoppers feel brands do a poor or very poor job of personalizing the experience.
  • Personalized content, including location-based coupons and images, is more valued than emerging technologies like VR or AR.
  • 21% of shoppers are more likely to return to a brand that personalizes its experience.

Key Information

• Top Reasons for Not Purchasing:

  • Incomplete or incorrect content (32% of consumers).
  • Difficulty in locating purchasing information (21%).
  • Brands not meeting expectations for product consistency (37% saw a product look different than expected, 27% found it did not match the description).

• Content Expectations:

  • Shoppers prefer content such as shipping info, product recommendations, and product/service details.
  • Personalized content is most desired in areas like coupons based on location (44%), images (31%), and advertising (14%).

• Shopping for Others vs. for Oneself:

  • Shoppers have higher expectations for content when shopping for themselves.
  • Returns information is more useful when shopping for others, especially during the holiday season.

• Two Ways to Nail Online Personalization:

  1. Go Beyond Demographics:
     • Shoppers are open to personalization based on purchase history and personal interests.
     • Traditional tactics like name personalization are now seen as routine.
  2. Merge Online and In-Store Experiences:
     • 43% of shoppers are open to personalized in-store experiences.
     • Features like mobile app-based product location and inventory checks are more appealing than simple name recognition.

What Brands Should Do

1. Revisit User Experience Design:

   • Create a seamless, consistent, and complete digital experience across all devices.
   • Make sure purchasing information is easily accessible and intuitive.

2. Develop Rich Product Content:

   • Use high-quality images, videos, and customer testimonials to guide shoppers.
   • Include product specifications and reviews to reduce inconsistencies in expectations.

3. Personalize Content Strategically:

   • Focus on content that is relevant to shoppers' interests, purchase history, and location.
   • Leverage smart recommendation tools and remarketing ads for better engagement.

4. Implement New Digital Experience Technologies:

   • Use platforms that integrate commerce and content management for real-time personalization and omnichannel consistency.

Three Ways to Lose Shoppers Online

1. Incomplete or Incorrect Content:

   • Leads to dissatisfaction and loss of potential sales.
   • Brands should ensure content is accurate and comprehensive.

2. Inconsistent Expectations:

   • Results in returns and lost revenue.
   • Brands must align product descriptions with actual product experience.

3. Lack of Personalization:

   • 35% of shoppers feel brands fail to personalize the experience.
   • Brands must move beyond basic personalization to create meaningful, tailored interactions.

Conclusion

The document concludes that brands should move away from a transactional mindset and focus on creating an experience-driven digital environment. By understanding shopper intent, preferences, and expectations, brands can design websites that cater to a variety of user needs, ultimately converting more visitors into loyal customers. The integration of content and commerce, along with personalization and omnichannel consistency, is key to achieving this.

Methodology

• Survey Details:

  • Conducted with 1,112 U.S. consumers who shopped online in the last year.
  • Survey period: October 4–10, 2016.
  • Demographics: Age, gender, region, and household income were analyzed.

• About Episerver:

  • Episerver provides digital commerce and marketing solutions.
  • Their Digital Experience Cloud™ integrates content, commerce, and analytics to deliver personalized, real-time experiences.
  • Episerver has a global presence with offices in multiple countries.

Summary Table