3 ways consumer shopping is changing in 2019
By Andrew Waber
One year ago, I wrote how survey data showed that consumer preferences around more images, receptiveness to personalization, and trust in retailers presented unique challenges and opportunities for brands to succeed. After conducting a similar survey one year later, the desires of consumers around the online shopping experience have grown once again, and noticeably so. For brands, the battle to capture consumer purchases online, and outflank competitors, has risen in intensity and requires more active management of their product pages across retail channels.
Below are aspects what digital shelf brands need to address to seize market share in 2019. The data is based on a January 2019 survey of over 1,000 U.S. consumers who bought something online at least once in 2018.
1. Consumers now want 5-8 images, 2-5 videos
Just three short years ago, the average consumer was looking for three images per product when shopping online. Now, that number has doubled, along with shoppers expecting multiple videos on the product page – a media format consumers didn’t really have on their radar screen when shopping back in 2016.
Younger consumers are particularly hungrier for rich media content when shopping, but older consumer groups are not far behind.
These consumer expectations are especially glaring when viewed in the context of what even top-performing products are doing on sites like Amazon. The average number of images expected on a product page, across all age groups, was six. But when we analyzed the average number of images that the top 10 percent of products by Amazon Sales Rank across six key product categories they had only an average of 4 images per product. Compared with consumer expectations, even these top performers are falling short.
As a brand online, you are not simply competing with your category of products. You are competing with every other experience your shoppers have. While in the near term this may mean raising the number of images and videos you have across your product pages, over the long term this entails embracing (at least via testing) emerging product page elements like 360 spins and augmented reality to get out ahead of rising consumer expectations.
2. Information on the product page, not lower prices, are what consumers really care about
It’s not unusual to hear a brand, particularly in the consumables space, opine that price is the chief driver of sales in their category. That may have been true in the commerce landscape of the past, but the “endless aisles” of Amazon and other online retailers provide a degree of choice and information for consumers that allows them to make more nuanced purchase decisions based on their needs.
Today, nearly 70 percent of consumers chose ‘not enough information or details provided’ as a reason they’ve left a product page – the most frequently selected option. This beat out ‘price was too high’ and even a ‘concern that the product is possibly fake/counterfeit.’ To put it simply – your …read more
Read more here:: marketingland.com-sem