MULTICHANNEL
HOW BRANDS CAN GIVE CUSTOMERS THE GIFT OF BUYER CONFIDENCE THIS GOLDEN QUARTER
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We’ve all seen the headlines on how the rising cost-of-living is causing huge dips in UK consumer confidence. And it’s no surprise. With food prices, energy bills, and interest rates all going up, anxious UK consumers are feeling the squeeze like never before. Tat means less money in their pockets, forcing them to be more selective with their purchases.
Te challenge for brands is knowing how to support their customers while still making sales and meeting their revenue goals. And the next three months are crucial to hitting those goals with the upcoming Golden Quarter expected to deliver the majority of their annual sales.
It’s not just Christmas fuelling the rise in consumer spending at this time of year. Halloween and Guy Fawkes also contribute, as do recent US imports like Black Friday and Cyber Monday. However, with consumer anxiety growing, this year’s Golden Quarter promises to be more challenging than ever.
So how do retailers and manufacturers beat a continued cost-of-living squeeze this Golden Quarter and hit those Golden Quarter revenue goals despite this growing anxiety? It all centres on digital touchpoints, and how brands can build critical trust with their online customers through better information and the right product stories.
Here are three ways to give the gift of buyer confidence this Golden Quarter.
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TELL THE RIGHT STORY ACROSS THE DIGITAL SHELF Everyone loves a good story around the holidays – and that includes shoppers on the digital shelf. You’ve probably heard about product stories before, but what does that actually mean? And why are they important?
Let’s start with the why. According to inriver’s latest eCommerce report, Inside the mind of an online shopper, only 10 per cent of UK shoppers start their search on a brand’s website. Tat means brands need to craft a product story that gets told across the digital shelf. But how?
Firstly, every tale needs a good hero. Tat’s the product. But every good hero needs an origin story. On the digital shelf, this is the product information, such as material data, size guides, compatibility specs, and much more. Our data shows 95 per cent of UK shoppers think this is important or essential, so be generous.
A good hero also needs credibility. On the digital shelf, this can be the customer reviews. 16 per cent of UK shoppers think reviews are the most
homeofdirectcommerce.com | Direct Commerce
BY NIELS STENFELDT, CEO, INRIVER
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