It’s no secret that online shopping has become increasingly popular in recent years. With the proliferation of mobile devices such as laptops, tablets and smartphones, shopping online is now easier and more convenient than ever; users can buy from almost any location, at whatever time fits their schedule. This increased freedom and flexibility has made online shopping more inviting for consumers and more profitable for retailers. Despite these benefits, however, the growth of online shopping also brings its fair share of challenges.

In my last post I addressed the importance of effective omnichannel management for consumers utilising multiple devices to complete an online transaction. The ability to deliver a synchronised experience across touch-points helps retailers maintain complete control over their brand and ensure a seamless buying experience for customers, which ultimately helps boost conversions. Omnichannel issues are not the only obstacles facing online retailers in today’s ecommerce landscape, however. One of the key challenges brands face is how to create an in-store experience online. In other words, how can retailers ensure that consumers are confident enough to complete their purchase without having the ability to pick up, try on, touch or physically interact with a product?

Feeling Rich?

Recent years have seen a boom in ecommerce technology designed to improve customer interaction on websites and provide a more in-depth, interactive shopping experience that leaves consumers satisfied and sure of their purchases. The incorporation of rich media – including streaming video and online catalogs – has already taken the online shopping experience to the next level and will continue to evolve further in the coming years.

Perhaps the biggest drawback to online shopping is the inability to physically touch the products. Dynamic imaging technology addresses this issue, enabling consumers to easily zoom in on a product to better engage with it and get a clearer image of the details of its craftsmanship, from stitching to fabric texture. It also enables 360 degree product spins, which allow the consumer to view the product from all angles versus the traditional flat image that used to be the norm for online retailers.

Video marketing is another example of the next-gen rich media content currently available and has proven a powerful online tool. On clothing sites, for example, it can be used to demonstrate not only how clothing fits its wearer, but also how fabrics fall and move, elements which are not obvious from static online images and which greatly enhance the online clothing shopping experience.

A highly innovative recent development takes video one step further, directly connecting product with inspirational content. Using TV adverts or Catwalk videos for example, products are surfaced as they are showcased on the video, enabling consumers to purchase without leaving the experience.

Looking Forward

It’s evident that rich media has changed the world of online purchasing and allowed retailers to make great strides toward creating an “in-store experience” online. One interesting area to watch in the coming years relates to augmented reality and the development of 3D fitting rooms that allow customers to virtually try on clothes. Questions remain regarding the viability of this development and whether or not it will serve as a profit booster or if heavy production costs will limit its financial impact. One thing is for sure, however: As online shopping becomes even more prevalent, retailers will continually be on the hunt for the next great technology to improve the customer experience and differentiate their sites from competitors.

Online shopping is not going away, and to capitalise on the profit potential it offers in the coming years, retailers must look to transformative ecommerce technology to showcase their offerings and enhance the online experience.

 

By James Brooke, CEO at Amplience. 

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