For years, retailers and brands have capitalised and expanded on large Brick & Mortar stores to attract more customers. The objective: offer a wide variety of choices and a space for shoppers to spend time with others during long shopping hours. However, with the rise of e-commerce, customers’ expectations and demands have significantly changed.
Shifting From Long Shopping Hours to Click and Pay
If shoppers used to enjoy long shopping hours in traditional malls, there’s been a shift in customers’ behaviours. Today, customers have zero-tolerance for long waiting lines or crowded stores. They expect to find their products quickly (literally in a few clicks) online through top-notch advanced search functionalities for a better online experience. Detailed product specifications, online reviews (a means to create an online community around your brand), size guide and secure web payment have also been identified as shoppers essentials.
Customer Experience Even More Critical
To ensure that customers buy from you when visiting your website, substantial investment should be made in customer experience. More than ever, Marketers are faced with the challenge of a short attention span and a ‘world’ of online competitors.
The fundamentals to a good customer experience are:
- A quick website loading time (desktop and mobile phone) – 40% of your visitors will leave your site if it doesn’t load in 3 seconds!
- An easy navigation on the website – limit unnecessary clicks and add features such as auto-scrolls to improve their experience
- Include a call to action
- A photo is worth a thousand words or rupees in that case – Make sure to have clear photos which showcase your product at its best avoid defects such as blurriness, pixelation, excessive compression or low resolution
- Include customer reviews
- Make it easy for customers to contact you – what about a chat bot?
Development of Responsible Consumption
In 2015, Nielsen polled 30,000 consumers in 60 countries around the world. One of the conclusions of this Report, was that 73% of millennials are willing to spend more on sustainable goods, in comparison to just 66% of general consumers. Moreover, in 2015, brands who showed a commitment to sustainability saw sales grow more than 4% globally. Those that had no such commitment grew less than 1%. In Mauritius, NetLab has understood the importance of doing business responsibly. The holding company of weshare.mu (No. 1 A user-friendly platform to buy & sell second-hand items between Mauritians) and molakaz.mu (No.1 platform to buy & sell properties between individuals on the island), has thus developed an ecosystem with a social and societal role to benefit the population and improve their purchasing power.
In fact, brands online and offline are urged to find sustainable solutions to respond to this increasing demand. Adopting circular economy principles, like NetLab in this instance, is one of them. Offering second-use items or local products on your website as well as producing in a more sustainable will help customers engage with your brand. In the end, it boils down to creating a sustainable ecosystem for your business.