Episerver-重新构想电子商务报告（英文）-19页

Reimagining Commerce Summary

Core Content

The document titled "Reimagining Commerce" explores how modern consumers interact with brand websites and mobile apps, emphasizing that the primary purpose of their visits is often not to make a purchase but to engage with content. It outlines key findings from an Episerver study that highlights the importance of aligning content with shopper intent and expectations to drive loyalty and conversion.

Main Points

• Purchase is not always the primary goal: Most consumers (92%) visit brand websites for purposes other than purchasing, such as product research, comparison, or store information.
• Incomplete or incorrect content: 98% of shoppers have been dissuaded from purchasing due to incomplete or incorrect content, with 32% being affected every time they visit.
• Device preference: Desktops are still the most preferred digital channel for shopping, but mobile devices (smartphones and tablets) are rapidly gaining popularity.
• Expectations for personalization: Nearly two-thirds (59%) of shoppers expect personalized content, with 28% citing it as a top factor in their digital user experience.
• Content personalization areas: Consumers prefer coupons based on location (44%), images (31%), and advertising (14%) to be personalized, rather than emerging technologies like VR or AR.
• Inconsistent expectations: 37% of shoppers received a product that looked different than expected, and 27% received a product that didn't match its online description.
• Personalization impact: Brands that personalize digital experiences see a 21% increase in repeat purchases and 17% increase in loyalty.

Key Findings

Intents and Preferences

• 92% of consumers visit a brand's website for something other than purchasing.
• 45% search for products, 26% compare prices, 11% look for store details.
• 32% of consumers rarely or never make a purchase even when visiting with the intent to buy.

Consumer Experience

• 59% of shoppers expect personalized content.
• 28% of shoppers consider personalized content as one of their top three contributors to a great digital user experience.
• 35% feel brands do a poor or very poor job of personalizing the online shopping experience.

What Brands Should Do

• Revisit user experience design: Enhance navigation, product display, and checkout to align with shopper needs.
• Blend content and commerce: Ensure consistent, complete content across all devices to support varied shopper intentions.
• Engineer websites for clarity and ease: Make purchasing information easily accessible to avoid shopper frustration.

Three Ways to Lose Shoppers Online

1. Incomplete or incorrect content: Leads to dissatisfaction and return rates.
2. Inconsistent expectations: Causes returns and loss of trust.
3. Failing to personalize: Leads to disengagement and lower loyalty.

Personalization Strategies

• Go beyond demographics: Use purchase history and personal interests for more meaningful personalization.
• Merge online and in-store experiences: Provide consistent personalization across channels, including mobile apps for in-store assistance.

Omnichannel Approach

• Consistent content across all channels: Ensure that the shopping experience is seamless, regardless of the device used.
• Invest in digital experience platforms: Utilize tools like Content Management Systems and eCommerce Platforms to integrate commerce and content management for real-time personalization.

Conclusion

Brands must shift their focus from purely transactional goals to creating engaging, personalized experiences that meet the diverse needs of shoppers. By understanding consumer behavior, aligning content with intent, and improving the overall digital experience, brands can increase customer loyalty, drive conversions, and secure a larger market share in the competitive online retail landscape.

Methodology

The study is based on a survey of 1,112 U.S. consumers who have shopped online in the past year, conducted from October 4-10, 2016. The survey covers age, gender, location, and household income demographics.

About Episerver

Episerver is a digital commerce and marketing platform that helps organizations deliver unique, personalized digital experiences. Their Digital Experience Cloud™ combines content, commerce, multi-channel marketing, and predictive analytics to support businesses in generating leads, converting customers, and fostering repeat business.