Raydiant’s new series, the Future of Shopping, interviews experts and thought leaders with a goal of better understanding what organizations can do to prepare themselves for what lies ahead.
The following is an interview we recently had with Mike Nemeroff, CEO & Co-Founder, RushOrderTees.
How has consumer shopping behavior evolved over the past 5 years?
Consumers don’t have the patience for an unintuitive shopping experience anymore. If there’s a chasm they have to cross, whether it be a slow-loading page or a form that requires more details than they want to fill out, they’re gone. Cart abandonment emails can help, but you need an optimized shopping experience from start to finish to stay within their attention spans.
What are the top 3 trends shaping the ways consumers shop?
Mobile-first. Even large enterprises are making high-volume orders entirely from mobile devices. You need to be able to handle that volume.
Word-of-mouth marketing. Earned media is more important than ever when it comes to building consumer trust. If they heard of you in a Facebook ad, that’s good. If they first encountered you with a local news article, that’s more than good. That’s great for your business.
Rewards. Browser extensions like Honey have raised the game in what consumers expect for discounts. Finding that balance between bringing in more customers and keeping your prices stable is a challenge, but if you solve the equation you’re on a path toward stronger sales.
What’s the future of shopping?
Social commerce is one we’re keeping an eye on. Consumers want to buy products directly through Instagram, Facebook, TikTok, and other social channels, without even visiting your website. It’s not a simple integration for every company, but you need to adapt and find your place in this new ecosystem.
What are 3 actionable steps an organization can take to prepare for the future?
Pick a social channel to own, understand, and outshine the competition. Multi-channel social marketing is enticing, but requires a massive investment of time and resources. Start with one and make sure you’re future-proof.
Stay traditional. We’ve kept our phone sales and support channels robust for a reason: People still want a human voice. There’s less of a generational gap here than you think. Keep up the traditional channels while investing in the new ones.
Build brand partnerships. Find other organizations that can promote your brand passively. Brand partnerships build mutual trust, which is essential.