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BizReport : Ecommerce archives : August 10, 2015

How brands can take stress from families BTS shopping

Back to school is one of the most important shopping seasons for retailers. It also presents a stressful time for families, which is why brands must emphasize a seamless, stress-free and fun shopping experience. Our expert shares his thoughts on how brands can take the stress out of back to school shopping.

by Kristina Knight

First, offer guided product discovery.

"Personalized search and guided discovery tools are based on what an individual has searched for and purchased in the past; and what others using similar search terms have browsed and searched before. Customers are more likely to engage with the suggested products because the results are uniquely tailored to their specific needs and preferences. Vera Bradley is doing this well with a 'Style Finder' function from Certona," said Meyar Sheik, Co-Founder, Certona.

Second, think personalization across all touch points.

"Personalization continues to play an important role in the shopping experience, and this season is no different. Parents are overwhelmed with options and promotions but they're more likely to engage with the brand that personalizes content to them," said Sheik. "If a shopper is a repeat customer, brands can use historical data on that individual to determine the age range of his or her child and curate a list of products that will work well for the child's age and grade level. It's like having a personal shopper at your fingertips."

Third, make it simple to check out.

"The most successful brands have an easy checkout process involving just a few steps. Brands want to avoid cart abandonment during this critical phase to convert browsers into buyers and ensure a successful shopping season. Make registration for online checkout a simple process by only collecting the most relevant information needed to complete the purchase," said Sheik.

Fourth, personalize retargeted messaging.

"If customers do abandon items in their cart, sending a personalized retarget email will go a long way in reminding that shopper of the items left in the cart. Brands can use these emails as an opportunity to entice shoppers with additional offers, such as free shipping on all back-to-school items for a limited time, or a gentle reminder of an item the shopper may be missing. Consumers appreciate this approach when it resonates with their needs and preferences, and it's a simple way to convert buyers and avoid cart abandonment," said Sheik.

Image via Shutterstock

Tags: advertising, back to school advertising, back to school trends, Certona, ecommerce, ecommerce trends

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