The past year has undoubtedly changed the way consumers shop and think about shopping. Buyers around the world have clicked ‘buy’ from the comfort and security of their homes – and many for the first time. Consumers’ priorities have changed as they have experienced digital fatigue and sought a fast, convenient and easy way to shop online. Specifically, they turned to online stores to turn their homes into comfortable, work-friendly quarantine spaces.
Home and furniture is one of the fastest growing industries, which is expected to grow $ 84.26 billion between 2020 and 2024. Last year alone, Searchspring home and garden retailers 87 percent increase year-over-year (year-over-year) transactions as consumers around the world hid in their homes. These figures indicate the changing habits of consumers.
Using the capabilities of Searchspring, Inmod was one of the online retailers that took advantage of the surging market to deliver the right product to the right person at the right time. Inmod is an online retailer specializing in furniture, lighting and interior design. Based on a passion for iconic modern design and a determination to bring it to the general public, Inmod launched its website in 2003, bringing a relatively new concept of online furniture shopping to consumers nationwide.
In this article, I’ll use Inmod’s successful case study to explore some of the ways that online stores, especially those in the home and furniture industry, can beat the competition and prepare for which can only be an ever growing pool of new and loyal customers.
1. Know your customers.
Knowing your audience is the basis of business success. Understanding their journey and intention will help you shape your ecommerce strategy and shorten their path to the cart. This is where customer insight and hyper-relevance come in.
Using data-driven insights to understand buyer behavior, abandonment rates, and conversions will drive sales by creating an intentional shopping experience tailored to what your buyers are looking for.
Product recommendations, segmented merchandising, and geographic merchandising are perfect tools to help create a meaningful and contextual shopping experience that converts. Ninety-one percent of consumers are more likely to shop from a brand that offers a personalized shopping experience. Using artificial intelligence, you can harness behavioral data to automatically organize product recommendations on a site and learn from buyer history, real-time behavior, and preferences to deliver the most relevant products on a page. .
Research suggests that campaigns segmented into user groups have 100.95% higher click-through rate and 14.31% higher open rate than campaigns that are not. Inmod, for example, uses geographic merchandising to tailor customer experiences based on location, which is as easy as setting up a campaign for a collection of outdoor decks for Southern California shoppers while running a promotion for comfortable winter furniture. parts in the Midwest in the dead of winter.
And if you don’t know which campaign will convert, A / B test it so you’re in the best possible position to understand your audience. Is it the free shipping or your specific brand story that drives more sales? Try it! With money and customer loyalty at stake, leave nothing to chance.
2. Improve the play of your website.
Over the past year, customers around the world have had to go digital to complete day-to-day tasks including business meetings, family reunions, doctor’s appointments, and of course shopping for goods and services. services. According to a Sendoso report, 80% of survey respondents indicated that their target audiences are tired of virtual events and digital engagement efforts. Because digital-weary shoppers crave less screen time when possible, it’s up to retailers to deliver a hyper-relevant, streamlined, and fast shopping experience.
Inmod uses Searchspring to control the layout of products, create landing pages, drag and drop relevant products to the top of search and category pages, and demote out-of-stock items to the bottom, allowing for a great experience. quick and searchable purchase. It now houses over 10,000 products in its catalog, but each product is as easy to find as the next.
Using global boost rules, Inmod influences the layout of products site-wide, ensuring that the store’s private label always comes first in search and category results. Additionally, landing pages allow the team to give inventory a new twist and experiment with different approaches to product bundling.
Retailers can reduce shopping friction and cart abandonment by optimizing their product discovery journey, because digital first impressions are important too. The average visitor has a short attention span. According to an industry study, e-commerce sites have a 40.5% average bounce rate, giving retailers less than 15 seconds to grab the buyer’s attention before they click on it.
Using Searchspring’s search solution to optimize their website, Inmod attributed 4.5 times more value to buyers using search and 3.5 times higher conversion rates with search. Relevance search and conversion.
3. Be prepared to adapt – sometimes on a whim.
It’s a lesson we all had to learn the hard way: Being flexible will not only get you going, but support your business in the long run. More than 85 percent of Searchspring retailers have had to change their e-commerce strategy in response to the pandemic. Inmod was among them.
Seeing the rise in flexible working arrangements, Inmod created a “Work from Home” collection that was easy to find on its website and social channels. Additionally, using Searchspring’s Zero Search Results report, he noticed a trend in patio furniture searches leading them to create a patio furniture line. Inmod’s flexibility in moving water navigation and its unwavering commitment to the customer journey remain one of its biggest differentiators.
4. Create an omnichannel experience.
As in-store activity begins to accelerate, creating an omnichannel merchandising strategy can be the difference between a brand that converts and a forgotten brand. A consistent shopping experience across every customer touchpoint, including brick and mortar, e-commerce, and social media, is undeniably important.
Last year, Inmod increased its spending and social media presence to bring a holistic approach to its ecommerce strategy, which can be seen across all touchpoints, including its landing pages, collections of products, emails, product reviews and social media.
“One of my favorite things about Searchspring is the ability to easily create landing pages,” says Brian Greenspan, COO of Inmod. “Our social media manager loves this feature. That means we can take products that complement each other or represent a certain style, give that selection of products an interesting name, and instantly we have a new way to market the existing stock. “
Online shopping is not going anywhere. In fact, e-commerce sales in the United States increased 39% year-on-year in the first quarter of 2021. With the fight for customer trust and attention intensifying, we hope that these simple tips and tricks can help you take advantage of the rapidly growing market by providing a shopping experience. fluid that consumers simply cannot click.
Dori Salisbury is the Senior Vice President of Operations at Searchspring, a global leader in e-commerce research and merchandising.