We’ve moved beyond the age of eCommerce as being a separate entity from brick-and-mortar retail. Increasingly, the two are becoming one and the same, influencing decisions across channels and even individual retailers. Shoppers no longer think of eCommerce and in-store as separate experiences or merely transaction points, and as marketers, neither can we.
We can see this in recent statistics concerning Click-and-Collect (or buy online, pick up in store) shopper behavior, which shows that after making selections online, 69% of shoppers will purchase additional items in store when picking up their online purchase.
Or consider mobile search in store, which we’ve seen develop as a standard shopping behavior over the past several years. As Bloomberg reported this past holiday season, 49% of shoppers will first turn to Amazon.com for a product search. From our research, we know these searches often happen in conjunction with an in-store experience when shoppers are in the aisle.
It might seem challenging to start meeting shoppers everywhere at every touch point with relevant content to move them to transaction. However, there are two fundamental steps brands are taking to ensure they’re guiding today’s eShopper in just the right moments.
1. Enhanced Content
Amazon started incorporating a more advanced version of its “A+” manufacturer content this year, which includes enhanced content like engaging videos, beautiful imagery, and other immersive content that allows product pages to feel like native brand experiences.