Many online shops focus mainly on convenience and findability. Boring! The challenge for direct-to-consumer (D2C) brands is therefore not only to form online shopping efficient but also attractive. A plea for experiential e-commerce.
E-Commerce Is Boring
According to research by payment provider Klarna, only 9% of internet buyers find online shopping “fun”. We may become far more familiar with online shopping within the past year, but what about the standard of that experience? E-commerce scores points in terms of convenience, of course, but few people describe online shopping as truly enjoyable.
The Challenge
Right now, too many brands are still focused solely on providing convenience to their customers. therefore the challenge for Direct-to-Consumer brands in 2021 is going to be to form-finding and shopping online as appealing because it is efficient. to try to do that, brands got to invest in experiential e-commerce platforms.
Retailtainment
The trend of experiential e-commerce originates from the movement of Experiential retail, which started in 2010. Experiential retail is about an in-store experience that goes beyond just shopping. This is also known as retailtainment.
It combines entertainment with retail shopping, where consumers in a store can not only shop but also experience and do something extra. A great example of retailtainment is Nike’s brand store in the United States. A retail store that not only showcases products but also has a basketball court, taking try before you buy to a whole new level.
Experiential E-Commerce
Experiential e-commerce may be a translation of experiential retail to the web world. it’s a technique that aims to strengthen the bond between brands and consumers through a virtualized, browser-based shopping experience. In simple words, a cool e-commerce experience that uses, for instance , 3D content, storytelling, AR/VR and/or AI.
These e-commerce websites aim to make the simplest possible online experience for locating and exploring products, bringing back a touch of fun to online shopping.
Examples
Experiential e-commerce can go as far as Google’s Umami Land. this is often a virtual amusement park that celebrates Japanese food culture. The experience teaches you a few sort of Japanese dishes. Besides that, it also connects you with the local restaurant in your area that serves those particular dishes.
Experiential e-commerce also can be less technologically advanced. Patagonia’s e-commerce website may be a great example. this is often an “ordinary” webshop but crammed with films, long and short documentaries, interviews, and photo content.
In addition to being an excellent more traditional e-commerce website, optimized for product discovery and fast checkout. It also allows customers to dive into the ins and outs of the brand and its values by incorporating differing types of content within the website.
Benefits of Experiential E-Commerce
One of the most benefits of experiential e-commerce is that it increases buyer confidence. the standard online shopping experience is predicated on product images or, if you’re lucky, a video showing the utilization or features of the merchandise . Useful, but it doesn’t answer all the questions customers may have a few product. Augmented Reality, for instance , allows consumers to urge a good better idea of a product. This successively results in fewer returns.
Experiential e-commerce experiences also strengthen the bond between brand and consumer. Unlike TV and social media where almost only information is shipped , experiential e-commerce offers an interactive component. And interaction results in connection.
When you are ready to scroll, click, listen and watch stuff a few product you become more conversant in a product and thus feel more connected thereto . It’s an equivalent principle as having the ability to undertake out your new shoes on a court before buying them. The more confident you’re during a product the more likely you’ll pip out .
Another advantage of experiential e-commerce is its unlimited reach. In-store experiences have the capacity and geographical limits. Online experiences don’t have those limits. this enables brands to succeed in and connect with a bigger audience.
How to Get Started
When getting started with experiential e-commerce, there are 3 key elements to stay in mind. Start by that specialize in interactivity.
Real-time interactivity is what sets experiences aside from online content. It provides a component that adds the private touch that’s crucial to successfully translate offline retail experiences online. Whether people can try sunglasses or shoes using AR, chat with experts or watch videos, interactivity is vital .
Second, make it shareable. Shopping may be a group action . We may have forgotten that due to the pandemic, but it’s true. The social aspect is totally missing in online shopping. Brands should aim for an internet site , experiential commerce experience, that folks want to speak about and/or can experience along side their friends and family.
Finally, stay on the brink of your brand. the chances for fun and interactive e-commerce experiences are limitless. The key to success in experiential e-commerce is to remain as close as possible to the intersection of your brand values and your customer’s interests. If you would like support from an experienced agency, you’ll contact Story of AMS today.
