About 42% of vacation buyers will purchase most or all their present purchases on Amazon this 12 months, based on a world survey of four,500 buyers within the U.S., U.Okay. and several other different nations. Throughout vacation purchasing, 32% of shoppers will begin on Amazon, adopted by Google (18%) based on the survey.
That stands in distinction to the remainder of the 12 months “when Google is the primary cease whether or not they have a product in thoughts or not, though Amazon is a detailed second.” The Episerver survey was fielded earlier this 12 months.
Almost half gained’t purchase on Amazon. Whereas these stats might sound daunting for Amazon’s opponents (not named Google), the “half-full” narrative is that 47% of individuals “will purchase few or none” of their items on Amazon. Episerver additionally argues that it is vitally doable to compete with Amazon and gives various particular suggestions in its “Vacation On-line Buying Developments 2019” report.
The corporate additional explains that not all purchasing classes are equal by way of shopper patterns and preferences. In attire, for instance, buyers usually tend to first go to a model or retailer web site (43%) than each Google (29%) and Amazon (30%). Episerver additionally says that customers have a tendency to go to shops to buy attire (and furnishings) earlier than shopping for on-line.
(Don’t miss our digital commerce advertising and marketing focus at SMX West.)
Social media site visitors to e-commerce websites has doubled. Episerver provides that social media will play “a bigger function than ever in influencing product purchases this vacation season,” mentioning that social media site visitors to e-commerce web sites has doubled within the first half of 2019 vs. 2018. This stands in marked distinction to latest survey information from Deloitte, which argues that social media will play a diminished function this 12 months in vacation purchasing.
Particularly, Episerver argues influencer advertising and marketing may have a tangible impression retail gross sales, discovering that 52% of buyers have clicked on influencer posts. Solely 23% p.c of survey respondents mentioned they don’t observe influencers. Nevertheless, I think these numbers fluctuate dramatically by age cohort and will not be consultant of the inhabitants at massive: 67% of all shoppers don’t observe social media influencers.
Learn how to compete with Amazon. Episerver gives various normal and particular suggestions about easy methods to successfully compete with Amazon:
- Content material and repair are key differentiators: “Make certain your customer support crew is dialed-in to serve and content material groups are pumping out helpful vacation guides for his or her web sites.”
- Use paid search, which has the “highest conversion charge of all” and place advertisements on Amazon’s website.
- Use social media/influencer advertising and marketing. The corporate additionally emphasizes natural content material and search engine optimisation.
- Spend money on cellular and implement various technical “fast fixes.”
The report additionally says the highest three communication channels shoppers are most receptive to are electronic mail, social media and “a model/retailer’s cellular app,” which I assume means notifications, in that order.
Why we should always care. The report emphasizes being “customer-centric,” which extends to the holistic buyer expertise. Amazon gives large stock, velocity and comfort. That’s very difficult to compete with.
Nevertheless, Episerver recommends investing in technical upgrades to take away transaction friction and enhance velocity. Extra broadly, retailers ought to “humanize” purchasing experiences with content material and repair. “Amazon prides itself on buyer obsession however on the subject of product training, inspirational content material, how-to guides and fanatical customer support, they arrive up quick.”