To meet these demands, retailers must address three distinct online challenges for the 2017 holiday shopping season:
- Creating rich, memorable and personal online experiences that shoppers will notice
- Making their sites easily shoppable for quick conversions
- Getting this all done in time for the extended 2017 holiday season
This means retailers must move out of their traditional comfort zone and trust that a little bit of risk will garner tremendous rewards. eMarketer predicts online holiday sales will climb to $110BN for the 2017 holiday season. Who doesn’t want a big chunk of that pie? So, let’s examine each of the challenges a little more closely.
Creating rich, memorable and personal online experiences that shoppers will notice. Today’s tech-savvy shoppers expect more than just a product grid from their online shopping experience. Online gaming and ubiquitous social media content have them accustomed to rich, personalized media experiences that are both entertaining and informative. And as more social media platforms become shoppable, the challenge to get shoppers’ attentions on their ecommerce sites intensifies. Clearly, retailers must find a way to make their site appealing to shoppers through immersive digital experiences that utilize rich, clickable imagery or media.
Making their sites easily shoppable for quick conversions. The last thing online retailers want to do is create such a rich experience that shoppers get sidetracked by the encounter and forget they are shopping. And if they are served up retargeting ads from another retailer, they can be swept away. Therefore, it is imperative that the path to conversion is quick and easy. Retailers must guide shoppers through their offerings, then convert them without leaving the experience.
Getting this all done in time for the extended 2017 holiday season. Many retailers believe creating these types of experiences in time for the holidays are beyond their reach. The good news is that these experiences can be created easily without technical development or the use of IT resources.