Omnichannel retail provides consumers with multi-dimensional and interdependent channels from which to purchase products, fueled by increasingly complex and nuanced shopper experiences. None of these channels is more important and exciting for brands (whether they be category leaders or emerging disruptors) than e-Commerce.
The transformative nature of e-Commerce offers consumers endless combinations of access to the First Moment of Truth: finding and purchasing a product.
Digital Shopper Reality enables a broad set of influences that ultimately expand and drive purchase choice. Whether the shopper conducts online research to optimize price comparison and then makes a brick and mortar in-store purchase or creates a “click and collect” order through a retailer’s app, or even makes a purchase where there is no in-store option, consumers have never before had so much control over their shopping experience.
E-Commerce is a clear opportunity for brands, as it becomes a dominant revenue channel. Omnichannel retail democratizes and amplifies consumer choice in the path to purchase. But, new channels mean new experiences, even if consumers continue to be influenced by basic behavioral science principles that don’t change. Digital shopping environments may lend themselves to rapid “test and learn” UX exercises, but to optimize brand growth, behavioral understanding is essential.
Our approach to helping clients improve business outcomes through e-Commerce is to apply behavioral principles to consumer understanding that drives product selection and category growth, regardless of the shopping channel context.