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1、GuideTHE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCESA STEP-BY-STEP GUIDE FOR IMPLEMENTING THE LATEST SHOPPING INNOVATIONS203As Shoppers Evolve,Experiential Shopping Is the Future04How Brands and Retailers Can Build Engaging Shopping Experiences11Leverage the Right Tools for Commerce Expe

2、rience Management12Build Winning Shopping Experiences With SalsifyWhats Inside?1.Incorporate Enhanced Content Across Digital Touch Points-4 2.Leverage AI To Connect With Your Target Audience While They Shop-6 3.Create Collaborative Online Shopping Experiences To Mimic Shopping With Friends and Famil

3、y-64.Optimize Your Social Shopping Channels-75.Level Up Your Online and In-Store Shopping Recommendations-86.Provide Shopping Options That Appease Hybrid Shoppers-97.Prioritize Digital Transformation and Adoption-103Experiential shopping has become a modern retail buzzword,but the practice itself is

4、 as old as time.The first market to experiment with this was the Grand Bazaar in Istanbul,which quickly turned into an experiential shopping destination when sellers began to attract buyers with aesthetically displayed goods.Static displays soon transitioned into dynamic ones jewelers crafting rings

5、,game-makers offering chess sessions,and food vendors whipping up delicacies right before your eyes.This age-old practice of providing rich and immersive shopping experiences continues in todays digital world,whether a customer is shopping in a brick-and-mortar location or online.Shopping experience

6、s,when the buying journey includes high-quality,engaging product content and innovative shopping options,are must-haves for modern shoppers and are essential for keeping up with the future of shopping.The best brands and retailers provide experiential shopping experiences online.Brands and retailers

7、 use tools like video,virtual try-on,augmented reality(AR),and gamification to digitally mimic the in-store experience and make online shopping fun,interactive,and convenient.While experiential selling across various channels is a winning sales strategy,its also no secret that consumers have endless

8、 options.In a world with an exorbitant amount of online stores,what can you do to ensure your shopping experience reaches the right customers in meaningful ways?This guide will cover everything you need to know to create winning shopping experiences in todays thriving online,offline,and hybrid retai

9、l landscape.AS SHOPPERS EVOLVE,EXPERIENTIAL SHOPPING IS THE FUTURETHE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCESShopping experiences,when the buying journey includes high-quality,engaging product content and innovative shopping options,are must-haves for modern shoppersa4HOW BRANDS AND

10、RETAILERS CAN BUILD ENGAGING SHOPPING EXPERIENCES1.Incorporate Enhanced Content Across Digital Touch PointsOnline shoppers cant touch,try,or see products in person,so theyre looking for engaging,online experiences that offer them the next best thing.McKinsey&Company retail expert Tiffany Burns expla

11、ins customer expectations when interacting with brands and retailers online.“As a consumer,when I go on the retailers website or app,I expect to see availability,a connection to whats in the store,and a way to order things that I can pick up in-store,”says Burns.Slow-loading websites,inconsistent co

12、ntent across sales channels,and outdated inventory can pose major roadblocks,however.Todays tech-savvy consumers count on brands and retailers to bring the physical shopping experience online as smoothly as possible.And a reliable way to accomplish this is by investing in enhanced content across all

13、 your digital touch points.Here are some types of enhanced content to add to your product pages.Live VideosVideo FAQsLive video shopping lets customers virtually interact with your products the same way they would in person.With live video,your sales representative can answer questions on the fly,sh

14、owcase products real customers use,and even collaborate with recognizable influencers to capture the attention of niche audiences.Many brands and retailers are successfully using video FAQs to answer the most burning customer questions in a visual and more comprehensive manner.These video FAQs can i

15、nclude product tutorials,demonstrations,and applications to give in-depth answers to common questions.Hims,a haircare brand for men,is one brand that posts video FAQs to answer common product questions.These videos act as a proxy for an in-person sales representative and make it possible for custome

16、rs to get answers quickly.China is a pioneer in the live-shopping industry.For example,online retail giant Alibaba livestreamed a pre-sales campaign for Singles Day,an unofficial holiday in China for people not in relationships,and generated$7.5 billion in total transaction value within the first 30

17、 minutes,according to Forbes India.Other popular companies are also trying their hand at livestreaming:If youre looking to engage customers in digital settings,investing in livestreaming is an excellent place to start.Amazon Live is growing in the United States with live cooking shows,makeup tutoria

18、ls,and fitness demonstrations.Nordstrom has a dedicated shopping channel with a lineup of events and styling sessions for its customers.Tchibo and Douglas in Germany are promoting product lines in weekly livestreams.THE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCES a5Video TestimonialsValu

19、e-Based ContentImage GalleriesPercentage of consumers that are“more likely to buy from a personally relevant product page,”which includes high-quality images.(By Country)Two out of three people say theyd be more likely to purchase after watching a testimonial video demonstrating how a business,produ

20、ct,or service had helped another person like them,according to research from video platform Wyzowl.Additionally,88%of people in a different Wyzowl study said theyd bought a product or service after watching a video.Warby Parker is an example of a brand that uses video testimonials to build trust acr

21、oss various customer touch points,including its website,Instagram,etc.Value-based content is anything that adds value to a shopping experience or offers a deeper look into how a brand or retailers product looks,works,or improves a consumers life.For example,Fly By Jing sells Sichuan chili crisp,Zhon

22、g sauce,and other delicious products but the brand doesnt only post a product photo and call it good.It also includes recipes consumers can make with its products.This approach is the perfect example of outstanding value-based content.Tutorials are another example of value-based content.Several make

23、up brands include video,step-by-step,and user-generated content(UGC)tutorials demonstrating how consumers can achieve gorgeous looks with their products.One of the best ways to improve the online shopping experience is to optimize all your product pages with beautiful image galleries.Salsifys“2022 C

24、onsumer Research”report found that 70%of U.S.,73%of British,50%of French,and 48%of German consumers are“more likely to buy from a personally relevant product page,”which includes high-quality images.For example,the makeup brand Ilia has outstanding product image galleries.Curious consumers can click

25、 on the makeup shade that matches their skin tone most and see how it looks on a live model.Ilias galleries include more than one image for each respective product to give consumers an idea of exactly how the product will look on a person with a similar skin tone.88%Source:Wyzowl88%of people said th

26、eyd bought a product or service after watching a video.70%73%50%48%THE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCESa62.Leverage AI To Connect With Your Target Audience While They Shop3.Create Collaborative Online Shopping Experiences To Mimic Shopping With Friends and FamilyOut of all dig

27、ital shopping technology,experts project artificial intelligence(AI)adoption to grow the fastest in upcoming years,according to a Salesforce report on the current state of sales.Whats more,AI can create$1.4 to$2.6 trillion of value in marketing and sales,according to HBR.AI adds immense value in the

28、 world of commerce because it automatically analyzes extensive data sets,creates customer personas based on that data,and then uses that information to provide personalized connections and recommendations to individuals.Macys is a retail brand leveraging AI in a notable way to target customers and i

29、mprove online and offline customer shopping experiences.For example,Macys On Call provides personalized support to shoppers while reducing in-store staff.Its tailored to answer store-specific questions such as directions Shopping is usually a communal activity.A SurveyMonkey study found that 65%of U

30、.S.shoppers turn to family and friends as their most trusted source of information on products and services.While its challenging for consumers to shop with friends online,it doesnt mean they dont want to experience the same sense of community in-person shopping provides.For example,Hatch is a women

31、s and maternity apparel retailer that curates daily events via video conferencing to connect long-standing customers with newer ones.The information exchange helps mothers form close bonds,build a valuable network,and offer each other product recommendations.This kind of innovative experiential shop

32、ping helps elevate virtual shopping experiences,foster community,and encourage ongoing customer engagement.Interactive ContentInteractive content is another way to emulate an in-store shopping experience,and it can provide consumers with personalized recommendations based on their interactions.Quizz

33、es are a trendy example of interactive content.With online quizzes,consumers answer a series of questions and get product,size,color,and style recommendations based on their answers.Customers have a lot of options for purchasing products both online and offline.If you want to stand out as a brand or

34、 retail organization,its essential to invest in content that gives as much detail about your product as possible to help consumers make informed purchasing decisions.to a particular item or stock availability.The bot is equipped with sensors and mood detectors to sense frustration and send human hel

35、p.Adopting AI can help you elevate online,offline,and hybrid shopping experiences with personalized guides,style-identifying systems,targeted recommendations,and more.65%Source:Survey Monkey65%of U.S.shoppers turn to family and friends as their most trusted source of information on products and serv

36、ices.THE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCES a74.Optimize Your Social Shopping ChannelsSocial commerce has skyrocketed in the past couple of years.Weve seen the rise of social selling on TikTok,Instagram,Facebook,and other social channels.And research from Statista shows consumer

37、s are responding positively to social commerce.Seventy-two percent of consumers have used social media to discover new products,while 36%of consumers have purchased on a social channel.Whats more,the trend isnt slowing down anytime soon as its projected to grow to$1.2 trillion by 2025,notes professi

38、onal services company Accenture.If youre not participating in social selling,youre missing out on a huge opportunity to engage customers.Here are some ways you can optimize your social shopping channels to provide a better experience for your customers.Create Shoppable Posts Across Your Social Media

39、 ChannelsInvest in User-Generated ContentPartner With Influencers on Branded ContentIn-App Style GuidesIn-App StoresCreate content on TikTok,Instagram,and Facebook to showcase your best products.Always include a clickable call-to-action(CTA)that lets people buy instantly.User-generated content(UGC)p

40、latform Tint says 93%of marketers agree that consumers trust individual recommendations significantly more than branded content.UGC is relatable,real,and authentic and todays consumers love it.Influencer marketing is growing faster than almost any other digital marketing channel.This year,its projec

41、ted to expand to a$16.4 billion industry,says Influencer Marketing Hub.It makes sense:Influencers create personal,daily connections with niche audiences,and their audiences are highly likely to take product recommendations from influencers.Create style guides to go with your products to help shopper

42、s visualize applications.For example,vintage retail brand Elephant In My Rooms style guides provide suggestions on color blocking and styling sleepwear.Create stores on social media platforms like Instagram,Pinterest,and Facebook,to make it easy for people to shop inside the app and make purchases w

43、ithout switching platforms.Brands and retailers that create stellar omnichannel shopping experiences are winning over brands that dont and that includes creating cohesive and meaningful shopping experiences across social media.72%36%72%of consumers have used social media to discover new products.36%

44、of consumers have purchased on a social channel.Source:StatistaTHE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCESa85.Level Up Your Online and In-Store Shopping RecommendationsGone are the days when customers were satisfied with generic product recommendations.People now want recommendations

45、 that are tailored to their personal preferences,location,shape,size,color,interests,and anything else that relates to their individual situation.There are two main approaches brands and retailers can take when personalizing product recommendations.The Bottom-Up ApproachThe Top-Down ApproachIn this

46、approach,retailers make recommendations based on what the customer has recently added to their cart or already purchased.For example,if a customer added hiking boots to their online shopping cart,it could trigger a recommendation for wool socks.With a top-down approach,companies make recommendations

47、 based on an overall theme based on customer data and preferences.For example,if a customer filled out a style quiz,the algorithm would trigger recommendations that correlate with a customers answers.For consumers who have gone through multiple rounds of trial and error only to end up with misfit pr

48、oducts,these personalized recommendations act like a reliable,fashion-forward friend or an in-store sales associate.Brooks Running is a shoe retailer using the top-up approach.When customers land on its site,they have the option to take a shoe finder quiz.This quiz offers customers a series of 10-qu

49、estions.Based on the customers answers,the quiz will narrow down results and offer a personalized“perfect fit”shoe recommendation.Sephora is another brand that goes above and beyond in terms of offering personalized recommendations.Sephora uses Color IQ AI to suggest products.Color IQ scans a person

50、s face to identify skin color and will match the right makeup shades based on unique tone.Jack Wills is a popular fashion retailer using the bottom-up approach.If a customer adds a blue rain jacket to their cart and abandons their cart,Jack Wills will send a follow-up email with the jacket and addit

51、ional clothing items that complete the outfit in terms of style,tone,and color.Here are some examples of how brands and retailers are using these approaches to personalize product recommendations:THE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCES a96.Provide Shopping Options That Appease Hy

52、brid ShoppersTodays customers dont have mutually exclusive shopping patterns.Consumers visit stores with friends and family,purchase on retailers websites,impulse buy on social media,and also demand hybrid experiences where they can order online and pick up products in person.Brands and retailers th

53、at cater to a well-rounded consumer are seeing boosts in revenues and increases in sales.If you havent already started providing hybrid shopping options,the time is now.Here are some popular options to consider.Curbside PickupIn-Store Shopping AppointmentsBuy Online,Pick Up In-Store(BOPIS)Buy In-Sto

54、re,and Ship It HomeAs of 2021,more than 50%of large retail chains were offering curbside pickup,notes Digital Commerce 360 and its with good reason.Curbside pickup is a convenient shopping option,and consumers love it.Even after the pandemic has slowed,customers are still actively participating in c

55、urbside pickups.Shopify found that 50%of consumers want the option to schedule in-store shopping experiences.This preference is especially true for consumers in the U.K.,France,Spain,and Italy,according to the research.BOPIS is another rapidly growing worldwide commerce trend.Nearly 67%of shoppers i

56、n the U.S.used BOPIS in the first half of 2020.Globally,over 50%of adult shoppers use BOPIS,according to the International Council of Shopping Centers.This trend is also projected to continue as experts say 10%of all sales will be click and collect by 2025,says Invesp.A common problem brick-and-mort

57、ar stores have is running out of inventory at a particular location.Buy in-store,and ship it home shopping options eliminate this problem altogether and help recover sales that may be lost otherwise.If you have more than one retail location,its critical to fuse your inventory together and fulfill sa

58、les promptly no matter where your customer is browsing.As mentioned,shopping is an omnichannel experience,and customers will come in contact with your brand across various touch points.The more you can do to create an integrated,convenient,and omnichannel shopping experience,the better service youll

59、 provide.50%50%67%50%More than 50%of large retail chains were offering curbside pickup.50%of global shoppers used BOPIS in the first half of 2020.Nearly 67%of shoppers in the U.S.used BOPIS in the first half of 2020.50%of consumers want the option to schedule in-store shopping experiences.Source:Sho

60、pifySource:Digital Commerce 360Source:International Council of Shopping CentersTHE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCES a107.Prioritize Digital Transformation and AdoptionTechnology has revolutionized the omnichannel shopping experience.Developments in digital commerce and commerc

61、e technology make it possible for customers to get nearly whatever they want with a click of a button.Commerce technology also makes it possible for brands to provide innovative and delightful shopping experiences for customers,no matter where theyre shopping.However,its also critical to note that p

62、roviding an integrated and cohesive omnichannel shopping experience isnt magic.It requires an investment in digital transformation and the adoption of the right commerce technology.AR,virtual reality(VR),gamification,and commerce experience management tools are the driving force helping companies bu

63、ild these stellar shopping experiences.Lets take a closer look at some digital tools that help brands and retailers go above and beyond in a highly digital world.ARVirtual Try-OnGamificationAR allows brands and retailers to enhance customer engagement by offering interactive experiences,including sh

64、owing consumers how products can come alive in their own space without actually being there.For example,with AR commerce technology,shoppers can envision how a table would look in their dining space before they make the purchase.BMW uses AR in their in-person showrooms to allow customers to customiz

65、e car colors and features.This tactic helps customers visualize and get excited about the car they will be buying.VR lets shoppers try on products without even having to hold the product in their hands.While AR allows shoppers to see how products would look with the help of smart tech like smartphon

66、es,VR helps consumers experience trying on products.For example,Tarte Cosmetics uses virtual try-on technology to show customers what a particular mascara,blush,or lipstick would look on them before they commit to a purchase.Consider using VR technology to create high-touch experiences for online cu

67、stomers through virtual fitting rooms,product trials,and digital shelf planning.Gamification in commerce has grown significantly in the past couple of years,especially with the advent of crypto and blockchain technology.Consumers are responding positively to brands and retailers that infuse the onli

68、ne gaming experience with the shopping experience.Sixty percent of consumers report they would buy more from brands if they offered an appealing game,according to Digital Marketing World Forum.One of the most recent and innovative gamification experiences is when Nike acquired digital fashion compan

69、y RTFKT and made it possible for Nike fans to buy virtual shoes to use in the metaverse,an immersive online world that incorporates AR and VR technology.Other brands are also getting creative with their gamification initiatives.For example,Creds Bounty Game Show is a fun example of encouraging shopp

70、ing through gamification.THE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCESa11LEVERAGE THE RIGHT TOOLS FOR COMMERCE EXPERIENCE MANAGEMENTThe current state of retail provides ample sleek shopping options for todays consumers.As such,the modern consumer now demands personalized,integrated,and

71、 convenient shopping experiences.Consumers expect to be able to buy from their favorite brands no matter where they choose to shop.Even shoppers across the world who prefer to buy from smaller,independent brands still want the convenience of shopping from big marketplaces,according to Shopify.For ex

72、ample,72%of shoppers in the U.S.,65%of shoppers in the U.K.,62%in France,and 50%in Germany say they support small businesses.Yet,only 29%of shoppers have actually shopped with an independently owned business since the start of the pandemic,says Shopify.While global consumers express the desire to sh

73、op with independent businesses,convenient shopping experiences are still winning sales.Its not enough in todays modern retail landscape to silo your shopping experiences.Instead,you must provide outstanding,experiential,and omnichannel shopping experiences that are integrated across all digital plat

74、forms.Brands and retailers that improve discoverability,fulfillment,and ease of shopping will remain successful.The best way to cater to the needs of demanding modern consumers is to organize your digital shelf across platforms.Tools like commerce experience management solution help merchants tell a

75、 cohesive brand story across all digital touch points.It pays off to invest in tools that keep your digital shelf organized.“By 2025,organizations offering unified commerce experience by frictionlessly moving customers through journeys will see a minimum of a 20%uplift in total revenue,”according to

76、 Gartner.72%65%62%50%Percentage of consumers that support small businesses.29%Only 29%of shoppers have actually shopped with an independently owned business since the start of the pandemic.THE COMPLETE GUIDE TO BUILDING WINNING SHOPPING EXPERIENCES aBuilding winning shopping experiences requires cre

77、ativity,digital transformation,and smart software to drive personalization and targeted content across all digital touch points.Request a guided demo of the Salsify Commerce Experience Management(CommerceXM)Platform to learn how it could help you evolve to meet the changing demands of shoppers world

78、wide.Salsify empowers brands,retailers,and distributors in over 100 countries worldwide to build shopper-centric,frictionless,and memorable commerce experiences.These experiences help increase brand trust,amplify product differentiation and assortments,boost conversion rate,grow profit margins,and s

79、peed time to market.Learn why the worlds largest brands like Mars,LOreal,Coca-Cola,Bosch,and GSK and retailers and distributors like E.Leclerc,Carrefour,Metro,and Intermarch use Salsify to stand out on the digital shelf.Request DemoBUILD WINNING SHOPPING EXPERIENCES WITH SALSIFYABOUT SALSIFYVisit UsContact Us