Customers who turned to e-commerce during COVID are not showing any sign of going back. Online represents now almost 20% of US retail sales and has penetrated many new categories such as food & beverage, health, and auto.
McKinsey latest research also shows that 40% of consumers have tried new brands. In 2020, brand switching doubled compared to 2019, making retention an imperative for all businesses. Customers are using new digital shopping methods like comparison marketplaces, buy-online-pickup-in-store (BOPIS), or curbside delivery options.
The first innings of e-commerce development relied on a self-service model. This worked well for commoditized goods and small-ticket items. Online selling now includes more sophisticated products and services that need human assistance for questions or explanations. More expensive buying decisions involve emotions that require speaking to someone to understand the available options or for confirmation.
Online retail can no longer be left unattended. Brands need to offer human assistance online to retain existing customers and capture new demands. The next frontier for e-commerce requires your sales associates to engage with customers to enable and facilitate their buying journeys:
- Provide rapid response leads and customers using immediate callbacks
- Book appointments with experts
- Leverage digital channels for confirmations and notifications
- Proactively manage delivery workflows
Learn more about Acqueon for Sales