What online shopping experience should I try today?
Do you remember the first time you made an online purchase? Neither do I. I have shopped so much online over the years, and have probably done more in the past 18 months than in the past 5 years combined. I love the convenience of it all, especially the fact that my Sephora mascara and my Chewy dog’s food and treats are delivered to my door every month, without fail.
But I would never have considered buying certain things online before the pandemic, including groceries and furniture. I like to choose my fruits and vegetables in person, and I like to test the canapes before I buy. The pandemic has forced consumers to rethink the way they shop and, in turn, has forced retailers to reinvent the digital commerce industry.
Consumers have changed their buying habits and retailers have seized the opportunity and delivered, both figuratively and literally. The digital experience has changed and improved in many ways over the past year, highlighting several retail rock stars who have implemented innovative ways to make online shopping safer. and more attractive.
Customer loyalty programs offer creative innovation in digital commerce
Never before have loyalty programs been more important to digital commerce than in the recent past. One thing that 2020 gave most of us was more time to enjoy life online and more variety in terms of “where” to shop.
Why do I go back to Sephora over and over again? Well, their service and their products are excellent; Plus, I’m a member of their loyalty program, which means I get free samples with every order. Who doesn’t love free samples?
The same can be said for my relationship with Chewy. They offer fantastic full service and I get discounts because I am a loyalty member. They also send handwritten notes and greeting cards to their clients, which is a good idea.
And as a part-time yoga instructor, PrAna is my go-to site for durable and comfortable clothing. Plus, because I’m part of their influencer program, I get discounts on clothing, as well as previews of upcoming new products.
How “Buy-It-It-Y-Finish” Retailers Create Sense of Customer Loyalty
When I visited a David’s Bridal store before my wedding, I walked in, picked a dress, bought it, and left the store never to return. Why would I have? So what do wedding dress stores, furniture stores, and car dealerships all have in common? These are the types of retailers that many customers only buy once, right? How can a retailer launch a loyalty program that builds loyalty among one-time buyers?
David’s Bridal is a great example of a one-stop shop that has found a unique way to build customer loyalty. Amid the pandemic, the team at David’s Bridal, including their Marketing Director Kelly Cook, began to think about how to launch a loyalty program. From their brainstorming, a brilliant idea was born: the Diamond Loyalty Program, a crowdfunding mechanism that can lead to a free honeymoon. Here’s how it works: if the mother of the bride buys her mother of the bride dress from David, the bride earns points; if the bridesmaids buy their dresses from David, the bride earns more points; and so
- It’s no surprise that the first bridal store winner had 26 bridesmaids – that’s a lot of loyalty points and a great way to support the bride and groom.
Online clothing retailer offers a perfect, secure fit
Instead of trying on clothes in a store, consumers who shop online should see clothes from all angles and in all colors, worn by different models of all sizes. And online shoppers want all of these same display options no matter what device they use to shop.
Responding to consumer demands for a dynamic and engaging online shopping experience is not easy in the background and can be incredibly overwhelming. But this often leads to higher conversions. Canada-Based Apparel Manufacturer and Retailer Frank And Oak Solved This Problem
challenge in implementing Akamai Image & Video Manager to deliver optimal images and automate image transformation. This automated and scalable solution allowed Frank And Oak to deliver a simple and enjoyable customer experience that helped increase conversions and improve results.
Retailers want to retain their customers and have immersive experiences, but what about protecting shoppers’ personally identifiable information and credit card details? I’m still a little scared when I enter my credit card number and click “buy”. A secure online shopping experience and knowing my information has not been compromised keeps me coming back again and again to shop on my trusted digital commerce sites.
Bot management is another major concern for many Akamai online retail customers, and Tokopedia is no exception. Tokopedia, Indonesia’s largest online marketplace, hosts thousands of small retailers on its platform and has 90 million monthly users. Tokopedia was prepared for the pandemic and already had the Akamai Bot Manager solution.
As Herman Widjaja, senior vice president of Tokopedia, says, “The most important thing for us is our customer and the protection of our customer data and our customer experience.
There are so many amazing ways that retailers have transformed their businesses to serve their customers over the past year and a half, it’s impossible to name them all. It’s also really good that we, as consumers, have also transformed ourselves a bit; I know I certainly thank the employees at the grocery stores a little more than in the past. I also try to shop and support local businesses as much as possible. I hope you too.
Learn more about protecting your customers online in our Sales Loyalty: Retail and Hospitality Fraud report, and find out what Akamai is making possible for innovative retailers around the world.
Copyright © 2021 IDG Communications, Inc.