The upsurge in online shopping has led to an increasing number of brands to foray into the e-commerce landscape. As a result, many of them are looking to build their own dedicated e-commerce platforms, rather than listing their products on other online marketplaces. Retail and e-commerce have overall undergone a sea change during the pandemic-induced lockdown. And in the upcoming festive season, the players in these two sectors need to strive to make their customers happier so that they become brand loyalists.
While retailers are providing expedited services to their customers, brands are opting for D2C. The key channel for better conversions is M-commerce, which is also assisting e-commerce businesses with predictive analysis so that they can forecast consumer sentiments. Online selling is all about setting up multiple customer touchpoints and going the omnichannel way. In addition, brands are exploring multilingual options to engage more effectively with customers. Alongside, hyperlocal e-commerce is speedily gaining massive popularity, wherein the retailers are striving to deliver orders as quickly as possible.
Reasons Why E-Commerce is a Must for Brands
By investing in setting up their own websites during the festive season, brands will have a higher chance of reaching and capturing their target customers, who are otherwise still skeptical about stepping out owing to the pandemic. Also, the direct-to-customer (DTC) business model helps in achieving better user engagement on the digital platform, along with physical stores.
Certain benefits that brands can leverage by going online are:
As brands take to the online medium, they will be able to clock in better ROI. As lockdown was lifted, consumer sentiments also turned favorable. Going online will enable brands to leverage the upbeat customer mood and buying frenzy where shoppers are looking for a variety of products for themselves and for gifting. As offline shopping takes a backseat in light of the social distancing norms, a greater number of consumers took to shopping from e-commerce platforms.
Push Mobile Commerce
In today’s digital world, people are tech-savvy to the hilt and seek convenience. Mobile apps have made it easier for everyone to do everything on the go, right from researching to purchasing. Brands can, thus, leverage mobile commerce by rolling out special deals and discounts for improving conversions. They can even promote in-app purchases by swiftly launching mobile apps with the aid of mobile app builders using a modern e-commerce platform.
Tapping into Remote Markets
By building stores on future-ready technology like PWA, they can reach far off markets where mobile is the only way to access products of these brands. In 2019, about 45% of online e-commerce purchases were made using a mobile device in India. Almost 65% of India’s online traffic came from smartphones. Mobiles are fast becoming a popular mode for online shopping in India, which is why it is imperative to have a fully mobile-optimized web store that looks amazing and works flawlessly.
Enhanced Customer Experience
In the digital age, customers are constantly looking for convenience. This demand surges during the festive time, when they need swifter deliveries. Hence, to avoid the seasonal rush, brands can effectively leverage hyperlocal e-commerce and set up their own fleet of delivery boys to efficiently manage deliveries that are hyper-local.
Providing Services in Regional Languages
Going multilingual is another very effective tool in engaging more customers online during the festive season. Buyers buy much more when they are offered products in their own language. This way customers also develop a personal connect with their favored brands and every time a need arises, they come back to the same brand for fulfilling their requirements. This gives rise to a long-lasting brand-customer relationship.
Enables Easy Targeting
Setting up a dedicated e-commerce platform will allow brands to easily dabble in targeted marketing as this way they can go about building customer-group or location-specific online sub-stores for their customers. They can further personalize it with multilingual themes and relevant, attractive content which will, in turn, result in better buyer engagement and retention.
Sell on Multiple Channels
By going online, brands can also have an omnichannel presence as well as sell on social media networks like Facebook, Instagram, or WhatsApp. Setting up e-commerce business multi-channel helps the brand spread possible risks around so that if anything goes wrong, the business is still safe and revenue is still being generated. Plus, if the existing marketplace customers know the brand’s name, they can easily find its website and go there directly to make a purchase.
Gauge International Customer Sentiments
With an online presence, brands can tap into impulsive buying by offering real-time deals and offers, round-the-clock, on their app, and desktop sites with notifications. They can conveniently enter global markets and enjoy an extended festive season – leveraging the festive shopping mood of international customers.
With their own e-commerce platforms and with the appropriate strategy in place, brands will be able to scale their sales, improve branding, build trust among their customers and lower their cost per sale. This will further lead to consumer awareness, encourage loyalty, and customer retention. and the festive season will give the much-needed head start in this direction.