Reimagining commerce Experience-driven commerce helps shoppers complete online needs, increasing loyalty and differentiation Page 1Reimagining CommerceEpiserver The ultimate goal of any commerce site is to facilitate online purchases. However, while U.S. consumer online sales will pass $500 billion by 2020, what some brands fail to realize is that consumers don’t always visit their site to buy. In fact, the recent Episerver study, “Reimagining Commerce,” finds that most shoppers gravitate to websites to do something other than make a purchase. In today’s digital-first world that puts the web at shoppers’ fingertips, consumers are logging in to complete tasks like browsing, product comparison, query research and more. Purchase may be the end goal for most online shoppers, but a shopper’s final purchase doesn’t represent the entire journey he or she took to get there. Like a 21st century version of the mall, where shoppers often went to hang out first and purchase second, consumers are visiting websites with buying as a secondary concern. Brands overly focused on transactional affairs too often miss out on other key engagement opportunities. The biggest opportunity is website content. Relevant, useful and complete content serves many important purposes beyond transactions. To tailor websites to the needs of users, brands must revisit their understanding of website content and what it can do for online shoppers. Page 2Reimagining CommerceEpiserver Key Findings Intents and preferences website for the first time to do something other than make a purchase. with the intent of purchasing, a third (32 percent) of consumers rarely or never make a purchase. outright digital channel of choice, followed by smartphone(s) and tablet(s). purchases in 2017 than they did in 2016. This will be more pronounced among shoppers who purchase every time they visit a brand’s website or mobile app with the intent of purchasing. Consumer experience from completing a purchase because of incomplete or incorrect content, with a third (32 percent) of consumers being dissuaded every time. poor or very poor job of customizing the online shopping experience, with just 7 percent believing that brands do this very well. in personalization as a part of their online shopping experience, and 43 percent are open to personalized in-store experiences. content as one of their top three contributors to a great digital user experience. One in 10 shoppers ranked it No. 1. for coupons based on location (44 percent) and images (31 percent) than emerging technologies like virtual reality (7 percent) and augmented reality (6 percent). purchase again from brands that do more to personalize their digital experience than those that do not, and nearly the same number are more loyal (17 percent). Page 3Reimagining CommerceEpiserver The big questions guiding consumers’ online experiences To create better digital experiences for shoppers, brands must first understand their audiences. What Today’s consumers are logging on to shop for seemingly everything. Top interests include personal entertainment, apparel and travel. Where Across all products and services, online shoppers list desktop or laptop as their preferred digital channel. However, mobile devices overall (smartphones and tablets) are quickly growing in popularity. A quarter of consumers use a mobile device very often when shopping online, compared to 23 percent who use desktops.Percentage of consumers who shop online for the following products/services Entertainment 74% Electronics 71% Digital products 79% Paying a utility bill 74% Home/furnishings 64% Apparel 85% Travel 82% Personal entertainment 85% Device preference holds true when broken down by product/ service. The majority of shoppers are turning to desktop for all shopping needs, but nearly half of consumers use smartphones to shop for personal entertainment and digital products, and over half use tablets to do the same. How often do you shop using the following devices Smartphone 17% 26% Very oftenOften Tablet 8% 13% 23% 40% Desktop and/or laptop Page 4Reimagining CommerceEpiserver On which digital channels do you shop for the following product and/or services Desktop and/or laptopSmartphoneTablet 63% 44% 25% Personal & Entertainment 69% 35% 18% Apparel 68% 29% 17% Travel 46% 48% 28% Digital Products 52% 42% 17% Entertainment 59% 28% 12% Paying a Utility Bill 59% 28% 15% Electronics 51% 22% 12% Home/Furnishings Finally, age is a major factor in how consumers engage brands online. Shoppers ages 18-44 shop on smartphones most often, followed by desktop or laptop. Conversely, those who are 45 and older are much more likely to shop on desktops very often. When Two-thirds of shoppers expect to make more online purchases in 2017 than they did in 2016. This statistic increases among shoppers who purchase every time they visit a brand’s website or mobile app with the intent of purchasing, 91 percent ofwhom expect to purchase more in 2017. Why Ninety-two percent of consumers visit a brand’s website for the first time to do something other than make a purchase. Forty-five percent of shoppers are searching for a product/service, 26 percent are comparing prices or other variables between brands and 11 percent are looking for store details like hours, location and contact information. Even when visiting a brand’s website or mobile app with the intent of purchasing, a third (32 percent) of consumers rarely or never make a purchase.
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