The rapid shift from brick-and-mortar stores to ecommerce has transformed the way consumers interact with their favorite brands. In the ongoing age of the pandemic, and beyond, digital experiences have become crucial not only for consumers but also for brands in their marketing strategies. According to Gartner, an estimated 80% of marketing budgets will be allocated to digital channels this year.
Replicating In-Store Customer Experience Online
While the tactile and immediate nature of in-store experiences seems irreplaceable, digital advancements have been striving to mirror these benefits. Brands are investing in new technologies to augment the following areas and offer similar experiences online:
1. Customer Service: Chatbots and Personalized Recommendations
The fusion of technology and first-party data has significantly improved customer service interactions. Chatbots have become commonplace, aiding customers in issue resolution and product selection, especially during gift shopping. Brands are increasingly available through online channels to proactively answer queries.
Leveraging consumer data, brands now offer personalized product recommendations and next-best-action suggestions. These tailored recommendations alleviate the challenge of sifting through numerous options and enhance the customer’s journey.
2. Sensory Experience: Augmented Reality (AR) and Inclusive Representation
Augmented Reality (AR) technology allows consumers to visualize products in their space using their phone’s camera. While it doesn’t replace the in-store experience entirely, it provides a better understanding compared to static 2D images on ecommerce websites.
Moreover, brands are embracing diversity by showcasing products on models representing various complexions, ages, and body types. This inclusivity helps consumers identify with the product and fosters a sense of validation in their purchase decision.
3. Encouraging Impulse Buys: Retail Media Networks, Social Proof, and Personalization
Similar to prime in-store placements, brands vie for visibility on ecommerce platforms through retail media networks. Social proof indicators like recent purchase counts or limited stock notifications create a sense of urgency and influence buying decisions.
Digital channels excel in personalization, tailoring product displays based on individual preferences. Targeted recommendations prompt impulse buys by offering relevant products to consumers based on their browsing history.
4. Convenience: Real-time Notifications and Contactless Pickup
Though online shopping lacks immediate gratification, real-time notifications keep consumers informed about their shipment status. Retailers like Target have streamlined the process by utilizing mobile apps for seamless curbside pickup, optimizing convenience for buyers.
Our team at DXG specializes in empowering national and global brands with engaging strategies across digital channels. Let’s collaborate to establish enduring digital connections for your brand.
