Winning Black Friday: A Marketing Game Plan Before, During and After the Event
Unlock the secrets to a profitable Black Friday with a marketing strategy. Boost sales and customer loyalty at the biggest shopping event of the year.
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The e-commerce industry is in a state of rapid evolution. For entrepreneurs, starting an e-commerce business in this landscape means paying close attention to consumer behaviour, recognising the potential of innovative technologies, and finding ways to optimise their business strategies consistently.
Keeping pace with key emerging trends is a crucial aspect of entering and thriving in a growing digital space. Staying ahead of the curve will have a significant impact on achieving sustained growth and may have implications for securing the necessary e-commerce funding to invest in these trends.
To help e-commerce entrepreneurs navigate this hypercompetitive environment, we’ve explored some of the most impactful upcoming trends essential for businesses aiming to maintain a competitive edge.
Social commerce merges social media and online shopping, allowing consumers to discover, explore, and purchase products directly within their favourite social media platforms. This trend is reshaping the e-commerce landscape by leveraging the power of social interactions and user-generated content.
Statistics reveal the profound impact of social commerce on consumer behaviour. A study has forecasted that the social commerce industry in Singapore is projected to grow in the years between 2024-2029 reaching a compound annual growth rate (CAGR) of 37.1%. This rapid growth underscores the necessity for e-commerce businesses to integrate social commerce into their strategies
To harness the potential of social commerce, businesses should focus on creating engaging and shoppable content. This includes using features like Instagram Shopping, Facebook Shops, and Pinterest Buyable Pins. Additionally, collaborating with influencers and leveraging user-generated content can significantly enhance brand visibility and credibility.
The subscription business model has gained immense popularity in the e-commerce sector, driven by the desire for convenience and personalised experiences. Subscription commerce involves offering products or services on a recurring basis, providing consumers with regular deliveries of their favourite items.
Consumer trends indicate a strong preference for subscription services, with the global subscription e-commerce market expected to grow at a compound annual growth rate of 62.21% from 2021 to 2027. This translates to an increase from $72.91 billion in 2021 to $320.04 billion in 2027. Factors such as convenience, cost savings, and personalised curation are key drivers of this growth.
Businesses looking to incorporate a subscription model should start by identifying products or services that lend themselves to recurring purchases. It's also essential to offer flexible subscription plans and ensure a seamless customer experience.
Voice search technology is revolutionising the way consumers interact with e-commerce platforms. With the increasing adoption of smart speakers and virtual assistants, more consumers are using voice commands to search for products and make purchases.
In 2023, the number of voice assistant users numbered 125 million worldwide. This is a notable 56% growth from 2017 when 80 million users were relying on voice search. By making it faster and more convenient to find information, consumer search behaviour may be shifting towards voice commands over manual searches.
To capitalise on this e-commerce trend, businesses need to optimise their content for voice queries. This includes focusing on natural language processing and long-tail keywords. Additionally, developing voice-activated shopping capabilities can provide a more engaging customer experience and future-proof their shopping model.
Personalised shopping experiences across digital touchpoints have always been important. They represent critical drivers of increased engagement, higher sales conversion rates, and better customer loyalty. Artificial intelligence (AI) is poised to transform e-commerce industries by powering a new era of immersive, omnichannel experiences that allow businesses to engage with their customers on a much deeper level.
By leveraging machine learning algorithms to analyse customer behaviour and preferences, e-commerce businesses tapping on AI can uncover valuable insights and follow up with targeted campaigns. This in turn, increases average order value (AOV) through cross-sells and upsells.
Tapping on Artificial Intelligence involves recommendation engines, chatbots, and curated product selections and offers. With real-time data paired with the capabilities of generative AI, e-commerce businesses are empowered to deepen their connection with consumers and benefit as a result.
Augmented reality (AR) technology brings a new level of interactivity and immersion to online shopping, allowing consumers to engage with e-commerce offerings in ways that were previously unimaginable. AR dramatically enhances the shopping experience by bridging the gap between online and in-store shopping.
Businesses can harness the power of Augmented Reality by integrating such features into their existing platforms. This could include virtual try-ons for clothing and accessories, 3D product visualisations, and interactive user manuals. Leading brands like IKEA and Sephora are already at the forefront of this e-commerce trend, using AR to offer innovative and engaging shopping experiences that set them apart from the competition.
For instance, IKEA has incorporated AR into its shopping experience by developing the IKEA Place App. This app enables customers to visualise how products will look in their homes by scanning and mapping their space with their camera, allowing them to virtually place furniture in their desired location. This innovative use of AR has led to a 20% decrease in product returns for IKEA, demonstrating its effectiveness in enhancing customer satisfaction and decision-making.
Sephora has also leveraged AR technology through its Shade Match feature. This function scans a customer's face to determine their skin tone and assigns a Colour IQ number, which helps in recommending the perfect foundation shade from Sephora's extensive product range. This personalised approach not only improves the shopping experience but has also resulted in a significant boost in online makeup sales and an increase in the add-to-basket rate.
Omnichannel retailing is crucial for customer acquisition for both established brands and entrepreneurs looking at starting an e-commerce business. By providing consumers with a seamless shopping experience across various sales channels, this approach integrates online, mobile, and in-store shopping to create a cohesive customer journey.
To implement an effective omnichannel strategy, businesses should focus on synchronising inventory, providing consistent branding and messaging, and utilising data analytics to understand customer behaviour across channels. Offering features like click-and-collect, mobile payments, and personalised promotions can further enhance the omnichannel experience.
Gaining or retaining a competitive advantage requires e-commerce businesses to continuously adapt and innovate. By embracing emerging trends and fine-tuning their approach, e-commerce businesses can enhance customer satisfaction and drive growth.
However, investing in new technologies does not come without significant costs. Implementing strategies like Augmented Reality experiences, Artificial Intelligence-led personalisation, or even omnichannel retailing requires capabilities that may exceed the financial and operational capacity of many businesses.
At Choco Up, we understand these barriers to success. Our platform provides the required financing for e-commerce businesses with rapid approvals. This allows businesses to invest in cutting-edge technologies and strategic initiatives without delay. Our revenue-based financing model also ensures that businesses do not have to dilute ownership or worry about exorbitant interest payments.
Find out how you can take your e-commerce business to the next level. Contact us through our online portal and send over your enquiries. Our helpful support team will be happy to answer your questions.
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Unlock the secrets to a profitable Black Friday with a marketing strategy. Boost sales and customer loyalty at the biggest shopping event of the year.
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