Covid-19 accelerated everything about omnichannel: tech development, consumer and shopper behaviour, and a need to reach the world’s socially distanced consumers. In the era of lockdowns and greater health concerns, eCommerce has gained new importance. There have been huge shifts in online behaviours driven by the pandemic and online retailers have seen a massive jump in sales compared to their physical counterparts. The rise of eCommerce set off a rapid evolution and transformation in offline retail to combat the challenge. Many bricks and mortar retail formats transformed to enhance interaction, engagement and the emotional payback of the experience, showing that there is still a role for it.
In an increasingly data-driven environment, it is easy to be blindsided by numbers and lose sight of the people. It is ultimately a person who explores their options, opens your package, uses your product, or experiences your service.
A greater emphasis on digital engagement is a clear and intuitive solution for maintaining shopper activity. If eCommerce is to take center stage in the new world, there is some work to do. Ipsos research shows that people do not always feel the human touch when operating in the digital environment, with 68% saying they have recently faced issues making a digital purchase.
There is a need to get it right online by ensuring that websites are presenting, organising and informing consumers about the products that are on offer in a way that is relevant and engaging, developing an approach tailored to the consumer’s mindset, building in the best of the in-store experience to the digital channel.
Critical to evolving channel strategy is an understanding of the human experience.
Diagnose – How do we win across the new consumer and shopper journeys and experiences?
Acceleration, Omnichannel Strategies for the Evolving Consumer (Webinar video recording)
Innovate - How should we innovate accordingly – products, services and business models?
Communicate - How do we effectively and consistently communicate with consumers?
Activate - How do we optimize engagement and conversion across ecosystems?
The race to reshape retail in a period of mass disruption (Ipsos Retail Summit video recording)
What the Future -Buying (POV)
At Ipsos, our strong belief is that when companies think omnichannel, human experience should be at the core. When we look at digitalisation, eCommerce, conversations sometimes focus on tech and data and it can be easy to lose sight of people; yet it is ultimately a person who will explore the new options and services you want to offer.
KEYS: STANDING OUT FROM THE CROWD, Making Your Mark in the Moments That Matter [Webinar recording]
This session sees us explore how we can cut through the noise and ensure the product, service or experience we are offering stands out at those moments that really matter. Our experts will be sharing our latest analysis of how consumers react in different contexts - and reflecting on the implications.