The ecommerce landscape in 2016 was defined by the massive growth of global online shopping festivals, the increasing sophistication of customer segmentation, the rise of authentic brand storytelling for smaller retailers, and mobile finally surpassing desktop as the primary shopping channel. Ecommerce operators should focus on optimizing their strategies for these trends to stay competitive and connect with modern consumers.
Key takeaways
Black Friday's halo effect: Even if you don't participate in major sales events like Black Friday, your store can still see an uplift in sales due to increased online shopping activity around these periods. Leverage the buzz by having compelling offerings ready.
Segment new customers acquired during peak sales seasons (like Christmas) differently. Instead of immediately pushing more sales, nurture a long-term relationship with tailored communication that acknowledges their recent purchase and avoids aggressive selling.
Small businesses can beat large retailers by focusing on brand authenticity and storytelling. Differentiate your brand by clearly communicating your unique story and values, as Amazon cannot replicate this personal connection.
Optimize for mobile-first experiences. With mobile surpassing desktop in traffic and sales, ensure your entire customer journey, from browsing to checkout, is seamless and efficient on mobile devices.
Treat the entire holiday shopping period as a continuous customer journey, not a series of discrete events. Plan your marketing to nurture customers from initial interest through post-purchase, focusing on retention and building loyalty beyond immediate sales.
Our group of eCommerce experts outline what they each believe was the most interesting thing in eCommerce in 2016 - what do you think? do you agree? or not? either way these will spark some ideas of how to grow in 2017. We cover a (impressively) wide range of topics from mobile to advertising, to strategic focus - it's all in here. A real thought provoker! ---
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What does this episode say about retail & omnichannel?
Black Friday's halo effect: Even if you don't participate in major sales events like Black Friday, your store can still see an uplift in sales due to increased online shopping activity around these periods. Leverage the buzz by having compelling offerings ready.
What does this episode say about brand & content?
Segment new customers acquired during peak sales seasons (like Christmas) differently. Instead of immediately pushing more sales, nurture a long-term relationship with tailored communication that acknowledges their recent purchase and avoids aggressive selling.
What does this episode say about customer retention?
Small businesses can beat large retailers by focusing on brand authenticity and storytelling. Differentiate your brand by clearly communicating your unique story and values, as Amazon cannot replicate this personal connection.
What does this episode say about conversion & cro?
Optimize for mobile-first experiences. With mobile surpassing desktop in traffic and sales, ensure your entire customer journey, from browsing to checkout, is seamless and efficient on mobile devices.
What does this episode say about retail & omnichannel?
Treat the entire holiday shopping period as a continuous customer journey, not a series of discrete events. Plan your marketing to nurture customers from initial interest through post-purchase, focusing on retention and building loyalty beyond immediate sales.
