While online shopping saw steady increases year after year, the pandemic accelerated that trend. Now, more consumers are shopping online than ever – and that behavior is here to stay.
In order to maintain a competitive edge in a crowded e-commerce marketplace, brands need to build loyalty among their consumers. Today, that means investing in predictive personalization, highly relevant content, and overall, the digital consumer experience.
Here’s what brands should be considering when trying to foster deeper relationships and build brand loyalty with their consumers:
- Consumers show no signs of returning to pre-pandemic behaviors.
The pandemic forced consumers to rapidly adopt online shopping as a primary channel for their purchases, even if they’d rarely shopped online before. Now, 60% of consumer interactions with brands take place online, a major increase from pre-pandemic norms. For brands to continue earning these consumers’ business, it’s important to invest in personalization, product recommendations, and consumer experience improvements.
- Engaging today’s consumers means providing value, even if they don’t make a purchase.
Personalization can make or break the digital consumer experience, showing consumers that your brand cares about them and wants to help them find exactly what they’re looking for. It’s not just about offering a good product or getting consumers to make a purchase – today’s digital consumer journey is longer than ever before, and consumers want to find value in the journey itself, not just your product.
- Building brand loyalty requires deeper relationships built on trust.
Today’s consumers are more aware of digital experiences and their own privacy. In the short-term, they’re looking for connection. For the long run, however, your brand needs to build their trust. That starts with respecting their privacy and curating personalized experiences – without consumers feeling like they’re being spied on.
In today’s online marketplace, consumers have the power. They’re able to conduct more research, switch brands quickly and easily, and seek out the best consumer experience for them. If you want consumers to remain loyal to your brand, you need to provide a relevant and personalized digital experience at every touchpoint.
Looking for more detail on building brand loyalty with today’s consumers? Check out my full article for Retail Tech Insider, Why Personalization is Key To Empowering Online Shoppers!