Are You Bringing Brick-and-Mortar Friction into Ecommerce?
In an era where ecommerce is rapidly becoming the go-to shopping method for consumers, businesses must critically assess their strategies to remain competitive. The shift from physical stores to online platforms has not only transformed consumer behavior but also the operational dynamics of brands. As ecommerce solidifies its position as a pivotal revenue growth driver, organizations are compelled to reevaluate their processes and adopt a more holistic omnichannel approach. One important aspect that often goes unnoticed in this transition is the friction that can arise from maintaining brick-and-mortar practices in an online environment.
Ecommerce is not merely an extension of traditional retail; it requires a fundamentally different mindset. Many retailers still operate under the assumption that strategies successful in physical stores will translate seamlessly to their online counterparts. However, this is often not the case. Research from eCatman, co-authored with TPG, highlights the necessity of adopting an omnichannel perspective—one that considers the entire customer journey, regardless of whether it begins in a store or online.
One significant source of friction in ecommerce arises from outdated category management practices. In brick-and-mortar settings, category management involves organizing products in a way that maximizes sales and enhances customer experience. This approach, while effective in physical stores, does not automatically apply to online shopping. For instance, the visual merchandising techniques used to attract customers in-store—such as product placement and in-store promotions—do not have the same impact in an online environment where customers scroll through endless lists of products.
Furthermore, the lack of real-time data analysis in traditional retail often leads to inventory mismanagement in ecommerce. If a popular item sells out in a store, the online platform may still show it as available, frustrating customers when they attempt to make a purchase. Implementing an effective omnichannel inventory management system can help bridge this gap, ensuring that customers receive accurate information about product availability, thereby reducing friction and improving the overall shopping experience.
Another friction point stems from the inconsistency between online and offline customer experiences. A study by Salesforce revealed that 70% of consumers want a consistent experience across all channels. However, many retailers struggle with this. For example, if a customer sees a product advertised in a store but finds a different price or promotion online, it can lead to confusion and distrust towards the brand. To mitigate this, businesses must synchronize their marketing and pricing strategies across all platforms, ensuring that customers receive a cohesive message regardless of how they engage with the brand.
Moreover, the checkout process is a critical area where friction can occur. In physical stores, the checkout experience is often streamlined and straightforward. However, online shopping can present numerous hurdles, from lengthy forms to unexpected shipping costs. Research shows that 69.57% of online shoppers abandon their carts due to a complicated checkout process. Businesses should focus on simplifying this process—offering guest checkout options, transparent shipping information, and alternative payment methods can significantly enhance customer satisfaction.
Customer service also plays a vital role in smoothing out the friction experienced by online shoppers. In-store associates are typically available to address questions and concerns immediately. In contrast, online customers may face delays in receiving assistance. Implementing chatbots or live chat features can provide timely support, ensuring that customers feel valued and heard. Additionally, proactive customer service strategies—such as follow-up emails after a purchase or reminders for items left in a cart—can help build a stronger relationship with consumers and enhance their shopping experience.
Lastly, retailers must not overlook the importance of leveraging technology to analyze customer behavior. In a digital landscape, data is invaluable. Understanding how customers interact with online platforms allows brands to make informed decisions about product offerings, marketing strategies, and website design. For instance, using analytics tools to track user journeys can reveal where customers are dropping off in the purchasing process, allowing businesses to address these issues directly.
In conclusion, while brick-and-mortar strategies have their merits, attempting to apply them directly to ecommerce can create unnecessary friction that hinders growth. By adopting a holistic omnichannel approach, focusing on effective category management, synchronizing customer experiences, streamlining checkout processes, enhancing customer service, and leveraging technology, brands can significantly reduce friction in their ecommerce operations. The end goal is to create a seamless shopping experience that meets the expectations of today’s consumers, ultimately driving sales and fostering brand loyalty.
Ecommerce, Retail, Omnichannel, CustomerExperience, CategoryManagement