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HomeINDUSTRY INSIGHTEnticing customers through new e-commerce experiences

Enticing customers through new e-commerce experiences

As online shopping continues to rise, retailers need to be reassessing their e-commerce platforms and integrating immersive digital experiences to win over their customers.

A new report from Accenture has found that Kiwis’ consumer habits are rapidly changing and retailers should expect to see a marked increase in online shopping this holiday season.

“Lockdown left many businesses scrambling to get e-commerce platforms up and running,” says Accenture NZ managing director, Ben Morgan.

“This holiday season those investments are set to pay dividends, but retailers should be preparing for more disruption in the future.”

The report also found that 64 percent of the world’s leading consumer brands are beginning to invest in more immersive experiences. New technologies like AR, 360-degree video, and VR are being utilised by leading brands to entice and excite consumers. Retailers such as Adidas and ASOS are using augmented reality so that customers can virtually try on products and visualise how they will look in multiple settings.

Morgan says that Kiwi retailers need to reimagine their e-commerce offerings if they want to be successful in the years to come.

“It is time for retailers to stop treating their e-commerce platforms as digital catalogues. Customers are demanding better.”

Accenture’s research showed that more than half of consumers would remember brands that regularly engage them with immersive technologies. 47 percent said these technologies make them feel more connected with the products.

“Immersive technology resonates with consumers. It gets them engaging with products in a way that is much more personal than the traditional approach to e-commerce platforms of having a photo and product description.

“These technologies were initially expensive novelties. Now, they are much more affordable, and their widespread adoption is being seen as the next step in the evolution of e-commerce.”

Now is not the time for Kiwi retailers to rest on their laurels. With the new technologies available, customers are demanding more immersive experiences, and retailers need to deliver.

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