Today, customer experience has largely changed the purchasing road. Now, before purchasing a product, customers use multiple devices to learn more about that product or service, compare, consume and make purchasing decision. Also, customers are visiting physical stores and reach more touch points. These touch points are working to offer more personalised experience due to developments in the technology and consumer habits.
As customer shopping experience changes, customer satisfaction tried to be created by the companies are containing different elements. If you want to climb the ladders of your e-commerce journey successfully, you need to be careful about how important consumer journey is and its effects.
Well, what are the elements that cause a retail consumer to choose a store over the other. How do easier access to information due to technological developments, customer shopping experience and customer satisfaction elements influence e-commerce? What things should be considered to understand consumer purchasing behaviours? Basic elements such as research, recommendations, comments and return policy are considered as the most important e-commerce and cross-border e-commerce titles to generate leads.
Customer Experience Research
As digital technologies have become more widespread, customers can easily access to an unprecedented product information. Online shoppers not only access to product information, but also know various topics like production cost of products and services and prices in different sellers.
According to a research, 62% of consumers do an online research before purchasing a product or service; what is more, they view the product live in the nearby physical stores and try to understand whether online shopping will provide any benefits. This flexibility and convenience provided by information technologies enable e-commerce and cross-border e-commerce companies to measure customer shopping experience and customer satisfaction easier.
As in all other aspects of life, trying to cover a distance in e-commerce without sufficient research can lead to problems. Majority of the consumers started to care more about research and assessment as technology started to cover an important place in their lives.
Recommendations and Comments
Due to technological developments and consumer behaviours, people no longer feel any stress when shopping. Because internet provides a great flexibility to users. Customers are not forced to spend time on websites they do not want to choose the most suitable websites for them based on their experience. Actually, this shows the last stage of customer loyalty.
In the past, people were more loyal to certain brands and be more distant to similar products. Now, this has exceeded brand loyalty and opened the way to customer experience and customer loyalty towards e-commerce and cross-border e-commerce websites. Consumers frequently use search engines to gather information. The most preferred method as the first step of information collection stage is viewing expert and user comments.
A survey by Deloitte Digital Agency shows that before purchasing, 81% consumers care for personal recommendations and 62% care of social media comments. If you are managing an e-commerce or an cross-border e-commerce website, you need to create a consumer profile and have in-depth insight on your target audience. Emphasising comments and recommendations of product and service users, detailed consumer definition, segmentation and profiling will take you a few steps ahead of your competitors.
Returns have become a normal part of shopping process. Additionally, this is a business branch for retailers. Statistics show that return processes form 8% of retail sales. When returns are considered, return reason is not the only factor for customer dissatisfaction. Regret about purchased products is another factor that increased demand to return processes.
Another reason to return a product is that consumers do not try purchased products beforehand. Products might not have the described properties in terms of size or usage type. In such cases, consumers start the return operations if they experience any problem when they try the purchased products. Product return is an important topic in terms of customer experience. As online shoppers know that they can return a product unconditionally, this is regarded as the main reason to choose e-commerce and cross-border e-commerce websites. Customer shopping experience in online sellers gain a positive traction with customer-oriented return and cancellation policies.
Researches, recommendations, comments, reviews and return processes are the most important elements that are also included in traditional shopping and directly influence customer experience. Retailers can achieve a positive brand image by correctly analysing customer purchasing habits in their e-commerce and cross-border e-commerce careers. Additionally, using these elements correctly is one of the ways for customer acquisition.
Comments, reviews, return reasons should be considered and emphasised to climb the ladders of e-commerce career and you can move towards your goals with strong steps. Decreased brand loyalty with digitalisation is a huge advantage for retailers investing in e-commerce and cross-border e-commerce.
Today’s consumer no longer care about brand loyalty and tend to decide on cost-benefit axis. If services and fees are disproportional with services and fees on similar websites, users that use the website can choose a different mediator without any hesitation.
What Do We Know About Today’s Consumers?
- 37% of consumers meet new brands via search engines.
- 46% of 16-24 age group consumers prefer social media for product searches.
- 51% of consumers use search engines to learn more about a brand.
- Free shipment option in online shopping is considered as a main motivation source by 61% of consumers.
- 27% of users with brand loyalty for certain brands want their favourite brands to increase their information and quality.
- 44% of individuals who purchase products and services online share a review or opinion about these products and services in every month.
This information shows digital consumers are drawing their own paths in their experience journey. Online consumer has change-oriented and demanding purchasing habits among channels, platforms and tools that is beyond any past trends. This led brands to be extremely careful about their steps, campaigns and methods in supply chain.
Now, consumers are actively using search engines, social media platforms and other online sources to find the most suitable brand and products rather than passive discovery over traditional channels like TV ads. Thus, a new type of relationship emerges between a brand and a consumer.
Your roadmap will be shaped better as you have more information about your customer target. This process starts with in-depth understanding of target consumer behaviour. Although digital age has changed various shopping habits, customer experience still is the most important factor that affects consuming habits. It is not a dream to reach a desired point in your e-commerce career with correct target audience analysis and by using valid tools.