You may not know it, but customers do not only use a device (that is, they do not view and buy only and exclusively through their PC or smartphone), but they use different channels online and offline. From a study conducted by Human Highgwaylast year, it emerged that it is precisely thanks to this multiplicity of use channels that users tend to buy more often and for a higher total expenditure. Users, in fact, depending on the purpose they intend to pursue, can search for information online while they are in a shop and observe a product, or, on the contrary, they can physically go to the store to buy something they have seen online. Therefore flexibility and integration between online and offline are fundamental for the company: the latter should be able to monitor all the “movements” of the user, in order to facilitate him in any action and push him to purchase.
Do not underestimate the importance acquired by social networks: if more and more the first contact of the product is viewed by the user via social networks, it is important that he can conclude the purchases while remaining within the social platform . Do not forget also the fact that, very often, those who are in the process of making a purchase, read reviews and advice about that product on social media , therefore all the more reason, the company must be synchronized on all its channels. Many social networks , platforms and search engines have in fact equipped themselves with the “Buy now” button . Googlefor example, last July it added the ” Purchase on Google ” feature that allows you to purchase with just one click on the product advertisement. Even the social Pinterest has included the ” Buyable Pins “, ie the possibility for the user to click on the blue card with the price on the photo, and to go directly to the purchase of the object on the same app. Nonetheless, Facebook and Twitter have launched the Shop service dedicated to users and Apple has finally integrated its payment system directly from the app .
Interaction with users
Online shopping, precisely because it does not allow the user to have a human reference point during the purchase. To make up for this “deficit”, more and more brands are equipping themselves with live chats or virtual personal shoppers that can help the user to allow him to complete the purchase operation. For this reason it is very important that it is the online store that precedes potential customers through a sort of “online help”, before they are the ones who contact him. A lot of work will have to be done in this sense, in terms of improving the user experience, but the conditions are good, given that more and more companies are becoming sensitive to Customer Care issues.
Would you like to be present with an online sales channel but have no idea which platforms to use? Do you want to push your e-commerce but you don’t know how to do it? Contact us and together we will study the most suitable solutions and strategies for your company (and especially your budget)!