The power of technology to influence shopping habits is irrefutable. Studies by Salesfocus have revealed insights into the behaviours and expectations of global shoppers. More than 27% of Gen X and 41% of Millennials now use social media to buy products online (Salesfocus, 2019). This new digital landscape allows for inspiration, product discovery and recommendations to now come from the community in which we connect with on social media. So what does this mean for us consumers?
Well, as trusted sources of recommendations, our friends now have a powerful influence over why we buy what we buy as appose to Influencers & Brand Ambassadors. In the UK, a study showed that four out of five customers are more likely to trust a customer product review over a well known influencer (LS:N Global).
This explains why more and more of us are turning towards peer led purchasing networks, that allow participants within the network to find and buy products based on user recommendations from their existing social networks. An example of this is an app called Masse.
For marketers, this means that providing a simply satisfactory customer experience is no longer acceptable. If recommendations from reflections of the purchasing experience is now what influences online shoppers most, then it is time to get creative. Start selling the shopping experience, something memorable, exciting and fun. A memorable experience gets people talking and in a world were everyone is sharing, talk is invaluable.
So please share what you think your favourite brands could do to improve the online shopping experience.