Shoppers will go elsewhere if they cannot locate what they are looking for within milliseconds. That’s why e-merchants keep them engaged by allowing them to browse, buy, and connect.
Product discovery is no longer a new term in the eCommerce industry. Specifically, it refers to how digital shoppers find and explore products on your website. Text, visual search, tailored suggestion carousels, smart merchandising, and even inspiration galleries are various ways to make a holistic journey of discovery. The goal is to present relevant products to each customer at the appropriate time, which will enhance the customer experience as well as boost store conversions.
Some, always, or most of the time, 87.6% of shoppers say they are confronted with an overwhelming number of product options. Consequently, being unable to find preferred items is the top reason for abandoning an eCommerce store without a purchase. Thus, an effective discovery process should be the foundation to solve customers’ pain points.
Consumers can shop and discover things through a variety of methods, from social media to online marketplaces. They often have up to 4 phases with a brand before making a final purchase decision, according to ChannelSight.
Low Intent Phase
The low intent phase is the first one. Before jumping to transactions, consumers look for some inspiration through mediums like social media, marketplaces, search engines, blogs, TV, or influencers. Social media is the most cited channel when getting product details. Many shoppers also turn to more authentic sources. 41% of them count on bloggers or influencers for purchase ideas.
Shoppers now consider brands as a whole. The product, the experience, the service, the brand story, the values, and other factors all contribute to their overall impression. For example, 73% of global consumers respond that they would change their consumption habits to reduce their environmental footprint. As they become more conscious of what they put in and on their bodies, they are also interested in purchasing and sometimes paying more for products that benefit the environment.
Younger customers, particularly Gen Z, are passionate about their style. They respect brands who recognize and understand the aesthetics they are attempting to achieve. Thus, recommending appropriate items on-site, in marketing emails, and in social ads is a must to win over these consumers. You should also provide deals on items relevant to them so they remain brand loyal in the long run.
Consumers today expect their eCommerce experiences to be as quick and intuitive as their mobile phones. Just one negative experience with your website can negatively impact their perception of your brand. Also, if they move from your store to your app and back, they expect each experience to blend to form a seamless omnichannel journey. To put it simply, they hold brands and retailers to the same standards as tech behemoths.
Let’s say you are driving huge traffic to your store via social media, effective email marketing, paid advertising, and influencers. But if they click away in a few seconds, then what was the point? The most effective way is to take them directly to what they want, and this will increase your chances to convert high-intent shoppers.
Likewise, according to Gartner, customer experience drives more than two-thirds of customer loyalty, outperforming both price and brand. Product discovery in eCommerce has a significant impact on brand loyalty. The advantages are too great for online merchants to ignore.
Implementing and optimizing product discovery is a huge subject. However, there are a few basic steps you can take to get your business on the road to generating excellent product discovery.
To achieve success through eCommerce product discovery, brands must not only meet but also surpass customers’ expectations. Connecting shoppers to the items they are looking for in a convenient, personable, and seamless way will keep your brand top of mind.
Moreover, you can keep an all-encompassing perspective of your consumers’ interactions with the help of reliable technology. It gives you an overview to make strategic decisions that will impact your business and the relationship with customers in the long run.