For many eCommerce brands, December 2019 was one of their best sales months to date and many were keen to keep that momentum going as they entered a new year. Typical figures presented the usual ‘recovery’ month of January and the gradual incline as sales kick in and spring/summer collections are launched.
However, we do not have to tell you that this did not happen. Since the start of covid19, physical stores have seen a near 100% drop in transactions dues to isolation restrictions and we witnessed an original 30% online sales growth rate drop at the beginning of March.
Before you think all is lost, a revived and very real technological dependency is making its move. How are brands going to step up to these changes and what other challenges are they up against?
Consumer spending has been forced to shift and although the industry is witnessing a lot of decreases, there is also the hope of a change in focus that could benefit the online buying world beyond any expectations. The public is sitting at home and the device that puts that world of online shopping at their fingertips, is now their 24/7 source of connection – and the results prove it. 72% of consumers are using their mobile devices to shop online, day after day, beyond the means of just food and necessary supplies.
It is truly putting eCommerce, online retailers, order processes, and digital systems to the ultimate test. There is no room for error as the entire industry is under intense scrutiny to ensure they will handle this increasing demand, including that their online platforms will maintain a high standard. Improving customer's experiences is paramount to ensuring a brand can prove its credibility in the long term, not just a quick fix during covid19.
If your online platform cannot match the intense increase in traffic, produce seamless website functions, and personalised experience – why would you expect consumers to continue coming to you post covid19?
There was always going to be a transition period for those brands still waiting for online sales to hit. Since the beginning of the covid19 isolation period, almost two-thirds of stores said sales from their physical locations had not yet shifted online. Pre covid19, company’s could count on payday spikes in sales, increased traffic following the start of the month, and events throughout the year that would cause a surge in online shopping. Consumer behaviour has changed as their priorities are being shifted.
Many technological trends that were predicted for 2020 are now proving to be a popular discussion point amongst brands as right now, every single company is searching for a new piece of tech that can give them an edge on their competitors.
Personalising web content, promotions, website usability, and customer preferences, even online security must all undergo an upgrade. Eliminating the friction customers can experience and ensuring online platforms do not falter in their performance are the fundamental changes that can be controlled immediately.
We are expecting a long road ahead until physical stores may or may not be back to their full demand, and to ensure brands can stay visible, the transition to an online driven presence is vital.
The recruitment industry has reported a freeze or cancellation in permanent roles as owners and directors wait until they can kickstart their operations again and begin to recover from the decline in sales they have been experiencing. However, putting aside certain staff members and not ensuring you have a temporary replacement, could be causing more damage than you think. Any online platform demands attention and consistent maintenance of its performance, upgrades, and agility to adapt to changing consumer trends. Contract professionals are proving their worth as temporary Project Managers, Business Analysts, Back End Developers, and Testers, are ensuring a brand's credibility is not hindered during this time.
One main mistake that can be made across any industry, not just eCommerce, is mistaking present circumstances as a long-term trend. We have all known that the shift to making digital platforms a priority was coming. We have seen it happen year upon year, and there is a reason there has been on average a 72% increase in apps being used and website traffic spiking. Don’t let your competitors’ race ahead as they prepare for every eventuality.
We have the network, experience, and reputation of meeting client demands across the digital commerce landscape in Europe. However, we also want to hear your thoughts. What are you experiencing with online sales? How do you predict consumer behaviour changing? Will some brands ever reopen their physical stores?
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