While the main impact of the pandemic on eCommerce has been an increase in online demand--a good problem to have--changes in the brick-and-mortar experience will continue to influence digital shopping.
Two core ways that COVID-19 guidelines will influence eCommerce operations and strategies in 2021:
eCommerce will supplement the physical shopping experience
eCommerce will adapt to new customer segments
Read on for a closer look at how merchants can prepare for these two scenarios going into 2021.
1. Brick-and-mortar shopping will be supplemented by eCommerce
Currently, COVID-19 guidelines are being directed at a hyper-local level. For example, New York City has implemented a color-coded system that drills down to the neighborhood level, enforcing business closures and lockdowns based on infection rates. This means that retailers in Williamsburg, Brooklyn may be able to serve shoppers in stores, while those in Bed-Stuy must close. With this level of granularity, retailers should ensure their eCommerce infrastructure is able to scale up or down rapidly--from staffing (especially customer support) and supply chain to sales/marketing and digital platforms.
Merchants should also implement omnichannel shopping strategies like BOPIS (buy online, pickup in store / curbside), mobile in-store checkout, and POS integration. Customers will always want the convenience of picking up items locally and same-day, but may not be able to enter stores due to personal safety concerns, physical distancing guidelines, or store closures. The ability to browse and checkout online will become increasingly important, and involves the integration of technologies that can monitor inventory at a store-by-store, geographic level.
In-stores, mobile checkout or “roaming” POS options (like kiosks and tablets) help reduce physical touchpoints, maintain distancing protocols, protect store employees, and speed the checkout experience. Personalization will be a critical component of this omnichannel checkout approach: Whether on their own devices or in-store systems, customers should be able to seamlessly access their personal accounts. These often include payment information, shipping and billing details, customer preferences, rewards points, wish lists, digital receipts, and more--further reducing touchpoints and speeding up the process.
2. New generations of consumers will convert to online shopping
While eCommerce sales have been steadily rising over the past few years--especially during the holiday season--there are still segments of consumers that prefer to shop in-store (or do so exclusively). The closure of physical stores and requirements that more vulnerable populations, like the elderly, avoid public spaces means that a whole new generation of online shoppers is emerging.
Unlike digitally-native Millennials and Gen Zers, who enjoy the in-store shopping experience but are adept at browsing and purchasing online, those new to eCommerce will experience a learning curve. Given that, merchants should audit their entire funnel--from social ads to the on-site experience--to ensure the customer journey is easy to understand and navigate. This may involve simple tweaks to digital infrastructure or wholesale changes, but before embarking on an overhaul, consider the following elements:
- Demographics: Understand your eCommerce and in-store customers, and how both use digital tools. Gen Xers are typically internet savvy, but may be less comfortable with shopping on mobile devices or social channels. Boomers, who may be less familiar with the eCommerce experience, could get frustrated with multi-step or overly complicated browsing and checkout flows.
- Communication: Capture the most important messages to convey at each step in the customer journey--from first introduction on a social channel to payment and shipping--and then ensure they are clear, and repeated often. For example, if you have an order cut off for holiday delivery, communicate it on social media, in advertising, on your website homepage, and at checkout. Offering curbside pickup? Make that option clear, in addition to any limitations, like pickup windows or distancing requirements, and send a follow-up email after purchase as a reminder.
- Product information: One of the reasons shoppers prefer the in-store experience is the ability to touch, try on, and compare items. This obviously isn’t an option for eCommerce shoppers, so it’s important to help customers gather as much information about your products as possible. Consider elements such as clear sizing charts, comparison tools, high-quality product photos, dimensions and materials, customer reviews, and return options.
- Shopping journey: Because most online shoppers are digital natives, many merchants get away with overly-complicated sites, and consumers new to the experience could get frustrated by complexity. Merchants should examine the following: product categorization and site navigation, product page layout and information, account creation and profile access, personal detail entry and editing, cart view and editing, payment and shipping options, as well as post-purchase elements like order status, shipment tracking, and returns. Customer support options should be visible throughout the experience, whether live chat or a phone number.
While adapting to the realities of COVID-19 guidelines and their impact on eCommerce operations may seem daunting, there’s one element merchants can check off their list easily: offering buy now, pay later solutions like Afterpay. Whether in-store or online, digital native or new eCommerce shopper, having clear and fair payment options is expected.
To offer Afterpay to your customers in-store and online, reach out to our team by clicking here.
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