E-COMMERCE IN 2019: FOCUS ON THE CONSUMER

Aug 13, 2019 9 views

E-commerce has been growing over the last few years in Brazil - about 12% in the first half of 2018, according to data from the 38th edition of the Webshoppers report - and online commerce is expected to advance further in 2019.

This optimistic estimate that opens space for growth in the e-commerce market also demands constant investments in improvements and innovation. After all, competition grows as virtual retailers thrive. So in order not to be left behind, it is important to check whether the business is aligned with what is new in the market and meets the needs of customers.

To illustrate, there are some innovative processes that are already applied in e-commerces, mostly medium and large, but can inspire those who are starting or need improvement ideas to optimize the user experience with the store virtual, making it more enjoyable and satisfying. Are they:

Guide Shops

It is common for people to give up online shopping when they are in doubt about the size of a piece or the quality of the material with which it is made. Guide Shops are a solution to this problem. They work as a concept store, where customers can get to know the products, try them out and get their questions answered before making the purchase. In this way, the process of choice is simplified and the client feels more secure to invest in the items with which he interacted online. In most cases, attending the physical stores does not bring any additional cost to customers and satisfaction with the product purchased is guaranteed. Users can check out the e-commerce site itself if it has a Guide Shop and where it stays. In Brazil, there are already stores like these in São Paulo, Rio de Janeiro, Curitiba and Belo Horizonte, but the concept should reach other capitals soon.

But, do not think that this is an exclusive resource for large retailers - you can start with a small place, or even a space that is shared with other companies. The important thing is to create a mechanism for the customer to have access to the products of the virtual store before deciding to make the purchase.

An alternative to the delivery system, often hampered by the high cost of freight and long terms, are the so-called lockers and pick up stores, which facilitate the receipt of the products.

Lockers means cabinets and it is precisely through this feature that some stores have been delivering their goods. Since last year, Brazilian customers have been able to withdraw purchases made at Casas Bahia, Pontofrio, Extra, among other brands, in self-service cabinets scattered around cities that operate 24 hours a day, 7 days a week, without the freight costs. At the time of making the purchase, the user can choose one of the storage places of the store for the delivery of the products. Then, the customer receives a QR Code to unlock the cabinet and withdraw the order on the combined date.

The second option is to pick up goods at one of the brand's physical stores, pick up stores. This delivery model is part of the omnichannel, which is the convergence of physical and virtual operations between commerce and buyers. According to the concept, the user is always online and connected, but still wants to touch, try the products and ask the sellers questions about them. Because it is a physical store, it is possible for customers to become interested in other parts, which increases the chances of a new sale.

Personalization by browsing behavior

Personalization seeks to provide a great consumer experience and generate better conversions on sale to the virtual store. It is made from the study of user behavior during its navigation. What do they look for? Which products are they interested in? What is the purchase recurrence? These responses can be the key to a better customer experience and result in more sales for the company.

In practice, this means using a number of features and tools that involve personalized recommendations, search, navigation, and content according to each user's preference. And this also extends out of the site, resulting in which ads are displayed, as well as suggestions sent by emails; and even after-sales, as part of a customer relationship and loyalty strategy.

These features are powerful tools that leverage brand value while delivering a unique and relevant customer experience. Consumer focus continues to trend, bet on it!