Brand Vista discusses trendwatching.com

Here at Brand Vista, we eagerly anticipate Trendwatching.com’s monthly report to land in our inboxes. Their recent (R)etail (R)evolution briefing caught our attention, highlighting that e-commerce is hotter than ever. We’d like to share these four trends with you that we think will help you stay ahead in the e-commerce game.

Anywhere and Everywhere:

Consumers are constantly connected, and the boundaries between buying on and offline are becoming increasingly blurred. Anything and everything is available beyond a screen; internet enabled devices are becoming smaller, more mobile, cheaper and always on.

So what?
Consumers crave to be constantly connected 24/7 and brands should be able to fulfill that need. Consumers want a service they can access wherever and whenever, and companies should be able to deliver this, quickly and easily in 2012 and beyond. Call centres that close at 5pm and websites that aren’t enabled for mobile devices are barriers to brands being available everywhere. For example, online mobile banking apps allow us to check our balance and transfer money any time and anywhere - consumers now expect to be constantly connected and they won’t look back.

All About Me

Uniquely personalised and a tailored online experience is what e- consumers have become to expect. Recommendations from real people, and being made to feel special, all rate highly on the e-consumers ‘I want list’.

People who live in a cyber world want to express and promote their online identity and they will naturally embrace functions that promote their good taste and personality.

So what?

Recognising customers as individuals and being aware of their personal wants and needs can set brands apart from the rest. Personalised newsletters, tailored offers and promotions can go a huge way to make the customer feel special and let them know they are valued. Be aware that it’s not about bribing people to ’tweet’ or ‘like’ a company, smart brands will be those that encourage or incentivise existing consumer behaviours in a genuine and natural way. Porsche said thank you to its Facebook fans by painting each and everyone of their name on a new sports 9-11.

Make it easy

Anything that can be bought in the ‘real world’ can be and will be available to buy online too. Buying online is constantly being made easier, simpler and safer, giving consumers the confidence they need to purchase online.

So what?

Something that can’t be seen, touched or tested will always be seen as a barrier to buying, but new technologies are constantly making things easier and consumers can be more confident that they are making the right choice first time, online. Mobile apps, augmented reality and other interactive features combine the physical and virtual world. Making the e-consumer’s life easier, helping them to imagine and filling them with confidence is key to encouraging online purchase behaviour. The key lies in linking online transactions with effective processes; how easy is it to return a purchase, be transferred to an adviser and pay using a safe and secure mechanism?

A great example is being able to see your sofa in your lounge before you buy with CSL mobile app.

Wonderful Web:

The web can never replace the real world; taste, touch and smell are still missing from the virtual realm, but the internet can offer things that the real world can’t. It offers consumers easy, instant access, the opportunity to share and collaborate at the touch/push/tap/swipe of a button and worldwide discoveries can be made without leaving your home.

So what?
Consumers now expect the online experience to go above and beyond their offline shopping experience. They expect instant gratification and to be able to find exactly what they are looking for and talk about it.
The web is a forum for conversations about companies - good and bad - which can either build or erode the brand. It is necessary for brands to keep abreast of their social media and align their customer service to it. It is important to listen to customers and interact with them through all available channels. The BT care team, post and reply to posts on Facebook and Twitter, directly engaging with their customers

Ultimately, your brand values should determine how and why you use the web. As the number of channels to connect with consumers continues to increase, your brand values are ever more important to guide your decisions. If your values don't drive your behaviours and actions, then they're not doing their job. Get in touch if you'd like us to help you define something practical and inspiring, that can help ensure all of your activities are totally aligned.

If you’d like to check out Trendwatching.com’s full (R)etail (R)evolution briefing, you can find it below: