This post is produced in assocation with Mozu.
The digital age has taught us all to live in a patientless, insta-world. Twenty years of clicking, texting, and now swiping, has led consumers to demand even more simplicity and speed online — demands that keep on growing, especially when it comes to online shopping.
That’s the conclusion drawn after repeated studies by the cloud commerce platform, Mozu. The data proves what we’ve long suspected: responsive websites and simplified checkout processes across multiple devices drive profitability by providing an improved shopper experience.
Certainly mobile shopping continues to increase, but it’s important to remember that mobile is just a part of a larger omni-channel strategy. And Mozu’s research found that multi-channel customers are more profitable than single-channel customers.
All this is forcing retailers to step up to the challenge. Believe it or not, most of the ecommerce platforms currently in use were created before the iPhone — and that means they lack the responsiveness that online shoppers demand. But shoppers need to be able to touch multiple points within the selling and consumer experience to achieve efficiency and ease on both ends. Without providing this, retailers will be challenged to engage a shopper and keep them coming back again and again.
Creating a simplified and convenient shopping experience
Simplicity starts by using a responsive cloud commerce platform. It will enable a retailer to embrace the many factors needed to eliminate shoppers’ confusion, enhance the overall experience — and realize a solid return on investment.
Consistency on every device of every size
When a shopper needs something, they want to use the device at hand, and access the same website regardless which device they’re using. Consistency on every device is crucial in order to avoid frustrating customers. Even a mobile version of a website can be irritating to a customer — no one wants to have to learn how to navigate multiple versions of a site — and most won’t tolerate even a modest learning curve. But if the site is responsive and appears the same across all devices, you reduce any friction and the customer can easily interact with your site, regardless of device.
Personal communication with shoppers
Tracking a customers’ lifetime value, and communicating with them — particularly with high-value customers — makes them feel wanted and appreciated. It’s also important to show you understand their behavior and preferences, and engage accordingly. With so many shopping choices available to consumers today, maintaining this personalized communication is key to securing their loyalty.
Capitalize on customer convenience
Fast and simple is the holy grail for ecommerce when shoppers are used to being able to do things in nanoseconds. When choosing an ecommerce platform, retailers can choose from two streamlined checkout processes. They can go for an option straight out of the box. Or, if they want to create a unique brand experience for the customer, they can use available developers tools (SDKs — or software development kits).
Regardless which you choose, customer convenience is the goal. When a checkout system is fast, and makes sense, a customer is more likely to come back and buy again. And even if a person doesn’t buy anything during their first visit, making site navigation and the user experience as easy as possible will help bring them back.
Making the move from homegrown platforms
Moving from your original platform to one that can transform your customers’ shopping experience isn’t difficult. But you do need to ensure the solution you choose has enough muscle behind it to successfully transfer a homegrown system to a cloud platform. Once you do this, you’ll be able to focus on what you do best — your core business — while seeing an improvement to the bottom line.
Mozu’s data — based on studies with retailers that have utilized the platform — has shown a significant increase in mobile sales. For example, Jelly Belly moved from their homegrown system to Mozu’s modern platform and saw a 300 percent increase in mobile sales. Revenue from shoppers using their tablets grew by 26 percent — significant for any company. The main drivers behind these figures are consistency, convenience, and speed.
Consumers’ need for speed and simplicity will only increase alongside the pace of technology — retailers who are able to implement ecommerce solutions that feed the need of their target audience will be the ones to rise to the top. A responsive site, simplified checkout, and making customers feel valued through personalized communication and engagement can pull in customers and drive profits to where they should be.
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