Let’s talk about How to Connect with Digital Shoppers Using a Multichannel Strategy. First things first. Who is the new 2019 digital shopper? In today’s world shopping is more than a hobby, it’s a lifestyle. Shopping is now a 24/7 experience and digital shopping is huge. So, who is this new digital shopper that we want to attract?
The New Digital ShopperMillennials now make up 60% of all online purchases. Since millennials are almost digital-native people, these shoppers expect a customized, wholesome and seamless experience. Also, they guard their personal data to the death, which can cause problems for marketers.
Who are the Millenials in 2019?According to PEW Research “Generation X grew up as the computer revolution was taking hold, and Millennials came of age during the internet explosion.” Millennials are turning 38 this year so the oldest Millennials are well into adulthood.
How Can New Brands Meet Their Needs Using Multichannel Strategy?Here are 5 tips to help marketers connect with the new digital shoppers.
Tip #1 – Social MediaMeet your shoppers right where they are, on social media. We are not talking about simply opening an Instagram or Facebook account and once in a while posting a picture or something that may seem important. We are talking about using social media strategically. A well-branded schedule and a well-thought social media calendar and strategy can help you catch up with search engines as the primary launching pad for product research, brand discovery and purchase driving. Even before online shopping rose where it is today, 62% of millennials were using social media for product research while 37% of millennials discovered new brands through social media.
Brand Engagement and DiscoveryFacebook still reigns supreme among social media networks for its high volume of users. Thanks to visual design and in-app shopping, Instagram and Pinterest are gaining traction for online brand discovery and engagement. Instagram’s new shoppable posts and stories account for a growing share of engagement. These apps also offer less competition due to lower ad spend by brands overall. Pinterest drives 33% more traffic to shopping sites than Facebook according to sprout Social 2019. Facebook brand engagement per post is only 0.09%, while Instagram engagement per post is 1.60%.
Tip #2 – Offline ExperienceThe new digital consumer is a multi-channel shopper, which means they are online and offline shoppers all at once. 87% of shoppers will start their search for a product online by looking at reviews, options, pricing, and reading articles. However, 45% of millennials will make significant purchases in-store. This is why it’s extremely important to not forget this channel and to align your objectives and strategy with it. 2019 has been a combination of three things: product, customer experience, and at least one customer acquisition channel. Product differentiation is probably the main starting point. For example, companies like Four Sigmatic and MeUndies are killing it using a great channel strategy for distribution. In both cases, they are using podcasts and influencers, but this may be different depending on what you’re selling. Jeff Stripp, VP, Marketing & Sales, Zogics says “I would focus on delivering “experiences” in a micro sense – by combining platforms like WordPress and BigCommerce to make the management of content and commerce easier and more seamless for the user.”
Tip #3 – The “Experimental” New Digital ShopperThe new digital shopper is excited to discover and try new brands. Typically they are most interested in ones that offer organic products, no chemicals, or products who are from a sustainable source. Instagram is an amazing place to find and discover new brands, unique experiences, creative products, and service collaborations. We can define experimental shoppers as time optimizers, more health-conscious, more individual, more experimental and socially conscious.
Time optimizers:Work hard to make the shopping and checkout process seamless and faster like apple pay which lets you checkout with a thumbprint.
Health Conscious:Health and well being is a great motivation for shopping for specific brands and products.
Individualistic:Personalization of products, services, and wholesale shopping experience, as long as it is a clear benefit with minimal effort. Think about Netflix recommendations, personalized suggestions and various trials and services.
Experimental:Shoppers love to experience new products, services and small boutique retailers where you can feel like you are part of their brand and strategy.
Socially conscious:“Shoppers will want to make sustainable and ethical choices, but only if other needs are also satisfied (e.g. price, availability, quality). Companies will have to respond as shoppers redefine the rules of the game” according to the IDG report of shoppers from the future report.
Tip #4 – The 2019 Digital Shopper Trusts Their PeersThe new shoppers seem to be skeptical of advertisements. They look for peer reviews, recommendations, word of mouth and facts. Digital shoppers trust small influencers more than celebrities and fancy ads. Therefore, brands and retailers need to use individual users’ social media presence in order to market their services and products because these popular users have so much influence over online shoppers. According to Experticity, influencer recommendations are 22 times more effective than those from average users.
Tip #5 – Focus on Your Customer’s Personalized ExperienceA highly personalized experience that aligns with your brand’s values is critical. Be sure you are always providing relevant information, offers, experiences, customer service, and seamless checkout. One of my favorite brands for this is Goop. They sell sunscreen, a product that until now I would purchase from a pharmacy or target. Their online presence, target ads, blogs and other information made me a loyal customer. The best part is their customer service, they are amazingly fast, responsive and quick solving any issues for you. 55% are more likely to buy when a charitable donation is offered with purchase. 37% of eCommerce revenue comes from personalized product recommendations.
Here are Some Review Statistics for 2019
- 97% of people read reviews for local businesses. (BIA/Kelsey)
- 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86 percent said buying decisions were influenced by negative online reviews. – Dimensional Research
- 91% of 18-34-year-olds trust online reviews as much as personal recommendations. – BrightLocal
- 93% of consumers say online reviews impact their purchasing decisions. – Podium
- 89% of consumers read businesses’ responses to reviews. – BrightLocal
- 93% of people who use mobile to research go on to complete a purchase of a product or service. Most purchases happen in physical stores. – Google/Nielson
- 3.3 is the minimum star rating of business consumers would engage with. – Podium
- 68% of consumers will leave a review if asked. – BrightLocal