Retail TouchPoints: Study Shows Value in Educating Consumers Online
Through a special arrangement, presented here for discussion is a summary of a current article from the Retail TouchPoints website.
One of the keys for online retailers looking to provide a seamless experience is educating and informing shoppers. The 14th Annual Mystery Shopping Study conducted in Q4 2011 by the e-tailing group, a Chicago-based consultancy, revealed that merchants are refining online tactics to find, inform, personalize and connect with customers with improved speed and efficiency.
"Smart retailers are integrating and highlighting features that inspire, inform and educate," Lauren Freedman, president of the e-tailing group, told Retail TouchPoints. She noted the following tactics:
- Brand-centric merchandising;
- Look books that spotlight the latest trends;
- Targeted product page recommendations and enhancements such as video content, guides and alternative views;
- Information-rich retail locators;
- Social and mobile initiatives;
- Checkout efficiencies;
- Responsive customer service.
The Mystery Shopping Study was released in conjunction with results from the e-tailing group's Customer Experience Index that showed investments in the customer experience pay dividends for retailers. The websites were scored on a 100-point scale based on an assessment of metrics from five key pages on sites including the home, category, product, shopping cart and customer service pages.
Sears was the highest scoring merchant in 2011, exceeding other retailers based on its key page execution. Ms. Freedman said Sears embraced four evolving online trends including:
- Fast Pass Efficiencies — integrating a plethora of search-centric refinements
- Pre-Buy Prowess — engaging shoppers with features such as guides and video which inform and educate consumers
- Tactical Differentiators — using brand boutiques, brand-centric search options and a frequent buyer rewards program
- Personalization Polish — enhancing the product page and shopping cart with recommendations that encourage shoppers to buy more
Savvy retailers will continue to meet shoppers' demands for fast, efficient experiences, noted Ms. Freedman. For e-tailers in search of best practices to create a compelling e-commerce experience, Ms. Freedman suggested three vital strategies for guiding customers through the browsing and buying journey:
- Employ sophisticated search tactics (refinements and sorts) as shoppers gravitate to tools that find products of interest quickly and accurately.
- Inform shoppers with comprehensive product information delivered through clear and compelling content, rich visual imagery and meaningful video.
- Construct a shopping cart that includes all branding and product information that steps shoppers confidently through the process.