As the online platform dominates most forms of social interaction and business, the rise in eCommerce, that is, the buying or selling of products over electronic systems, is altering the way in which consumers direct their money, forcing retailers to re-assess product marketing.
The internet, inclusive of mobiles (mCommerce), has become house to the largest retail stores in the world. Think ASOS, Shop Bop, Topshop, the list is endless.
mCommerce is expected to reach $31 billion in revenue by 2015 (Mulpuru, 2011). If that isn't proof enough that retailers need to get online and on smart phones I don't know what is! There are a few different ways in which retailers can enhance the shopping experience.
A) Relationships and Experience
Shopper needs have not changed, but digital technology has opened up new ways to meet those needs. (Rumsey, 2012) This is altering relationships between the retailer and the consumer as eCommerce takes over traditional selling platforms. Originally, when the purchase ends, so does the conversation. New technology is helping the purchase be the start of conversations.
The Net-a-porter Window Shop (2011) allowed customers to view the shops stock on a projector screen and, having downloaded the app on their phone, could scan the item and purchase online. The success of the event can be attributed to the ‘behavioural revolution.’ (Rumsey, 2012) This is the trend of the 24hr shopper, comfortable buying on the move but is also after experiential stores.
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