Ten tips for webshops
- Online stores become more distinctive
In the past, the branding of an online store consisted of little more than embedding the logo at the top left of the home page. Design and product texts and images were simply interchangeable. Today, leading online retailers are experimenting with features and design elements that make them as unique online as they have long been in the brick-and-mortar world.
- Online stores become more inspirational
Until now, online stores have been little more than digitized catalogs that - at best - quickly led customers to the products they were really looking for. This satisfies needy shoppers, but retailers can hardly siphon off potential sales from customers who simply want to browse or be inspired online. Especially product ranges such as fashion or furniture are predestined for online inspiration, or better, mobile inspiration. ngestellte serve as inspiration - and possibly also ensure additional purchases.
- Assortments become more personal
The mega trend of 2018 is personalization. The customer should be addressed with the right product at the right time. Retailers like Zalando and About You are investing millions in the development of intelligent algorithms. But even with filters and well-maintained product data, a lot can be achieved in terms of curation.
- Online consulting is being expanded
Brick-and-mortar retailers do not have good advice to themselves. Innovative online retailers and brands are proving this time and again. The printer manufacturer Brother, for example, asks its online customers about their individual needs just as a salesperson would do in a store, thus guiding them to the most suitable product.
- Products are staged in ever higher quality
When it comes to product staging, new technologies such as VR and AR allow completely new possibilities. Otto, for example, is investing 2.6 million euros in a new CGI department to create product images on the computer in the future. This allows a sofa to be viewed in three sizes and eight colors and with every conceivable surface in front of a variety of backgrounds. New product images will also be used for augmented reality purposes. Moving images are also playing an increasingly important role in product staging - especially for the younger target group.
- Products are individualized
The trend towards a personalized customer approach and distinctiveness does not stop at the individualization of products. This not only ensures a unique and emotional product range, but also a lower returns rate. At Netshoes, for example, customers can customize selected products at no extra charge and have their name printed on a T-shirt, for example. Adidas lets customers create their own sneakers online. And Gucci recently launched a do-it-yourself customization program for its Ophidia tote and Ace sneakers.
- Channels are becoming more finely linked
Click & Collect is now expected by customers as standard. If you want to surprise customers, you have to step it up a notch. At Matratzen Concord, for example, customers can haggle over prices online just as they would in the store. Topshop offers online personal shopping appointments in its stores. And at Neiman Marcus, customers can chat with a stationary salesperson.
- Stores conquer the social web
Social channels are now a significant traffic supplier for online fashion stores. Accordingly, retailers are motivated to link online stores and social networks. This is now particularly easy on Instagram, where there is now also a purchase function for the products shown. But there are no limits to creativity here either.
- Customer service becomes the supreme discipline
Customers spoiled by Amazon & Co. now expect first-class customer service everywhere on the web. Customers tell friends and acquaintances about their online shopping experiences when customer service goes beyond the expected. Lands End, for example, adjusts pants lengths for its customers free of charge. Asos offers its customers delivery options based on their personal tastes. Flaconi includes a signed thank-you card with every package. And at Stayhard, the imprint includes the e-mail addresses of the management level. That signals: Customer service is a top priority at Stayhard.
- Mobile First is mandatory
An ever-increasing proportion of orders in online stores are generated by mobile devices. A mobile presence that is not merely an adapted version of the classic web store is therefore mandatory. In addition, fashion retailers must realize that their products are increasingly being bought online outside of their web stores. Instagram Buy is just one example of where the path is headed in the future. Intelligent speakers such as Alexa or Google Home - sensibly in conjunction with a screen - will also have to be played on in the future, because customers are increasingly present there.About KommerzKommerz is the first design agency in Germany to specialize in e-commerce. The Essen-based agency develops strategies, designs and analyzes e-commerce platforms in B2B and B2C. Through target group-specific concepts, the specialized agency creates a unique customer experience and thus achieves higher performance for online retailers. Clients include international brands such as Bogner, BVB, Eismann, Lampenwelt and the Würth Group.www.kommerz.eu
