How E-Commerce Shifted to a Data-Collecting Powerhouse

July 29, 2020 Hanna Lee

E-commerce is not a new development by any means, but recognizing e-commerce as a data-driven platform is critical to garner insights on what exactly your customers want and how they perceive your brand.

We recently sat down with La-Z-Boy’s Website Experience Manager, Gail Applin, The PowerSuit’s Chief Commercial Officer, Shelagh Stoneham, and Vibes’ Director of Customer Success, Mara Miller, to discuss Why E-Commerce Plays a Crucial Role in Developing Positive Brand Equity. Here are the highlights.

The Power of E-Commerce

E-commerce websites have shifted from convenient shopping platforms to data-collecting powerhouses. With 88% of consumers searching items online prior to purchase, it’s critical to make a lasting digital impression that prompts further engagement with your brand.

Brands taking advantage of gathering and analyzing purchase data, behavioral data, and demographic data from their e-commerce websites can better recognize how to create compelling customer-centric experiences, how to deliver seamless cross-channel purchase processes, and how to develop personalized traffic-generating marketing programs.


What Exactly Do Consumers Expect from Brands?

E-commerce has morphed into being an integral part of the shopping journey, and has heavily influenced consumer expectations. Some of the most prominent expectations are:

  1. Frictionless Experiences – Consumers want to be guided to their next purchase.
  2. Relevance – Consumers expect relevant recommendations based on previous activity.
  3. Personalization –  Consumers want the right message at the right place, moment, and channel.

The expectation for dynamic brand engagement has grown substantially, mainly due to advancements in technology and the sophistication of digital storefronts. Recognizing and responding to this shift in consumer behavior will help you better communicate with your consumers the way they want to be communicated with.

Good Communication Is Critical

The most effective communication between brands and consumers involve coordinated messages across all touchpoints that share a similar tone and manner. But it’s much easier said than done.

No one shopper is the same, therefore, there is no single way for consumers to engage. Rather than focusing efforts on creating one brand voice, try looking at audiences associated with specific channels.

Understanding where a customer is on their purchase path based on their engagement through a specific channel allows brands to develop the proper messages that fits the platform and speaks to consumers on a more personal level.

Strategizing for Success

Used effectively and efficiently, e-commerce provides plenty of opportunity for brands to not only engage with their consumers but also build strong brand equity. When developing a digital strategy, brands should look to:

  • Be There – Have a digital platform for consumers to interact with.
  • Be Useful – Provide quality messages that are relevant to the consumer.
  • Be Quick – Ensure the information search and the purchase process are timely.

A brand’s digital success is undoubtedly intertwined with the success of a brand’s online storefront. By utilizing a strategy that meets these conditions, you can expect to drive more awareness and consideration toward your brand.

Keeping Consumers Happy

It’s easy for consumers to jump ship from a brand when there are so many options to choose from. US adults spend close to four hours daily on their phone meaning there is clear opportunity to build meaningful conversations about your brand with your consumer, it’s a matter of making the right digital impression.

Vibes Everywhere Commerce serves as a holistic solution that helps connect shoppers wherever they are in their buying journey. By utilizing captured data, this solution offers a personalized experience that ensures retailers can convert and retain mobile shoppers.

What To Expect in the Future

With the continuous growth in technology, brands can expect e-commerce to become increasingly sophisticated. Though investing in digital platforms can be a daunting task initially, leveraging the power of mobile as a top channel for reaching customers will not only help your brand stand out amongst competitors, it will also serve as a stepping stone toward developing 1:1 connections with customers. 

Interested in hearing the full story? Watch the full recording of the Why E-Commerce Plays a Crucial Role in Developing Positive Brand Equity webinar here.

About the Author

Hanna Lee

Hanna Lee is a Marketing Intern at Vibes, located in San Francisco. She seeks to discover how marketing trends are brought to life in the digital world while also providing fresh insights that spark explorative and innovative natures in others.

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