Unfortunately, the need for speed last year meant that, in many cases, complete replications of in-store shopping were transposed onto eCommerce experiences. According to experts, this mimicking of physical stores is one of the most dangerous realities that modern retailers now face. After all, online shopping is a very different experience, and we’re going to consider just a few reasons why replication could ruin the best benefits that would otherwise be on the table.
# 1 – Failing to appeal to the right people
While generalized audience demographics (e.g. interests, gender, etc.) might remain the same across online and in-person sales, specifics like age range, location, and so on are guaranteed to vary. As such, copy and pasting your in-person sales approach onto a freshly laid eCommerce site could end in marketing that, while acceptable, is unlikely to truly tap into audiences here. By comparison, researching where online sales are going, how old those recipients are, and even their buying habits enables you to develop a more realistic idea of online-only personas. By then working with a custom software development company to ensure an eCommerce solution development that takes these variations into account, you’re far more likely to secure conversions across online audiences that, at last, feel like you’re making an effort to meet their needs.
# 2 – Missing out on unique capabilities
Just as you wouldn’t replace the loyalty benefits of in-person service with robots, you shouldn’t overlook the best parts of online sales just for the sake of sticking with what you know. After all, online capabilities now include everything from AI-powered searches to automotive personalization and even immersive experiences including multi-channel benefits and virtual fitting rooms. Hence, it’s well worth breaking from in-store restrictions to explore even these untested areas and see, first hand, whether they could charge your sales power here after all.
# 3 – Risking poor imitations
When copying in-person techniques online, you also risk poor imitations that don’t fool anyone. After all, high-quality online graphics, etc. certainly mean that in-person color schemes and even layouts are unlikely to stand modern scrutiny. By instead updating these efforts to be brighter and better in accordance with this online scrutiny, you stand a far better chance at wowing consumers. And, when you do that, conversions should naturally start rolling here.
Online sales can feel undeniably daunting, making it tempting to just stick with what you know. But, true innovation is only possible once you’re brave enough to break those boundaries, and during these difficult times, this is increasingly the distinction on which success rests.