Consumers are switching brands more than ever. In fact, McKinsey found that an unprecedented 36% of consumers surveyed have tried a new product brand in the face of economic pressures, store closures, and shifting priorities, and 73% are incorporating these new brands into their shopping habits.
These new buying behaviors put new pressure on brands to keep customers happy, engaged and loyal. At the same time, interactive experiences, such as shoppable live video, augmented reality (AR), and virtual reality (VR), are rapidly entering the equation that determines user engagement. purchase and thus the success of e-commerce. In fact, Snap Inc. found that over 100 million consumers have shopped with AR to some extent, and 76% of consumers surveyed want to use it as a “tool” in their daily lives. Even more impressively, they expect “most smartphone users will be regular AR users” by 2025.
Combined, this means that brands looking to create new conversions need to move quickly to ensure their e-commerce strategy can handle the scale and complexity of the visual experience that is being created. personalization and next generation. This prevents brands from losing the hard-earned loyalty of existing customers and opens up new opportunities to attract new customers.
Customize content to meet customer expectations
The point is, shoppers are no longer just looking for a product collection with lots of high-quality images. This part is just a request now. At this stage, brands have to offer personalized content to win over their customers. To prove this point, McKinsey found that personalization drives better business performance and meets customer expectations at a much higher rate: Nearly 71% of consumers expect businesses to provide personalized interactions In this group, 76% of consumers are disappointed when they don’t get a personalized experience.
One way to meet this expectation is to create personalized, personalized images that convert passive viewers into engaged customers. Personalized images allow brands to tailor a featured image to a specific individual based on user data and behavior. Nowadays, this can be done programmatically. With simple, code-free solutions, brands can transform content to meet new requirements by resizing, cropping, overlaying text and other images, adding borders and some other adjustments.
For example, by simply adding parameters to the image URL, brands can quickly create new custom images without involving the designer and at scale. Whether it’s images or videos, personalizing visual stories allows brands to deliver tailored content to different visitors, increasing sales and ROI, and at the same time creating lifelong customers.
Make the video shoppable
Video is exploding and slowly becoming one of the most commonly used formats. In fact, research from Hubspot shows that 86% of marketers consider video an important investment in lead generation.
As brands start to invest more in video marketing, there has been a huge shift in the e-commerce space towards shoppable videos. Buyable videos allow viewers to interact with live video content. While the video is playing, viewers have the option to click and buy “in-the-moment” items. This concept offers a smoother shopping experience. Instead of a potential customer having to click through multiple links, marketers can bridge the gap between entertainment and commerce and provide a more engaging experience. Brands can even go a step further by partnering with influencers or affiliates to promote products. This approach can help brands reach a wider audience while building brand awareness.
Create a repeatable business with augmented reality
Another use case that is growing in popularity is augmented reality (AR). With more shopping online than ever before, e-commerce businesses are leveraging AR to provide users with the familiarity of an in-store online experience. Augmented reality can enhance a brand’s personalization and give users the ability to imagine products in a real environment. For example, users can see what the furniture in their home looks like or visualize what an outfit looks like before buying.
These immersive experiences can help users visualize products in real life, giving them the opportunity to connect on a deeper level with the brand. In fact, according to Shopify, interactions with products with AR content show a 94% higher conversion rate than products without access to the AR preview. It can also drive higher conversion rates and has been shown to build loyalty:
Increased AR satisfaction is bearing fruit with 71% of consumers saying they would shop with a seller again if they could use AR to verify future purchases.
AR technology provides an immersive experience that adds value to the shopping experience. It provides an interactive visual media format and an effective promotional tool for building relationships with buyers.
Follow the buyer or get left behind
These highly immersive and engaging technologies are rapidly becoming the basic elements of holistic storytelling and sales approaches. To create the online shopping experience customers crave, every retailer needs to think about how they fit into their consumer acquisition strategy.
With so much competition online today, brands need to think about how they can take personalization to the next level. It is no longer enough to simply recommend a product based on previous interest. Instead, users are starting to expect a more advanced digital experience where they can view a product at home or purchase an item through an immersive experience.
Marketers who can connect these dots and successfully implement these strategies will not only see an increase in the number of users but will also notice a significant increase in customer loyalty.