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Annie Johnson, APAC CIO Outlook | Monday, March 29, 2021
Successful e-commerce companies are leveraging customization technology to give consumers a customised experience.
Fremont, CA: In 2020 the COVID pandemic shifted e-commerce, perhaps more than any other time in history. Traditional retail sales declined, but e-commerce saw a 129 percent year-over-year increase in U.S. and Canadian orders as of April 21, with an impressive 146 percent growth in all online retail orders. Most brick and mortar stores took their businesses online to survive the pandemic. As a result, U.S. e-commerce sales are projected to reach $709.78 billion in 2020, or about 14.5 percent of total U.S. retail sales, up from $601.65 billion, or about 11 percent of total retail sales since 2019.
Successful e-commerce companies are leveraging customization technology to give consumers a customised experience. Delivering personal experience on e-commerce sites is achieved by dynamically displaying content, product recommendations, and specific offers based on browsing behaviour, previous actions, prior purchase history, customer demographics, and other enriched personal data. Compared to traditional retail, e-commerce does not include a retailer who recommends products based on interest, preferences or taste. Human touch-points offer a number of opportunities to beat the competition. And, that's the magic of personalization – imitating what the consumer's in-store experience would be, through a personalized online customer journey.
Social trade is selling products directly through social media. It's different from social media marketing because you're not redirecting users to an online store, but giving them the ability to check out directly on the network they're using at the time. Social trade coupled with influencer marketing is a recipe for increased sales. Many companies are already focusing on influencer marketing through sponsored content partnerships with macro and micro-influencers. As much online grip as there is about influencer marketing, the trend is not slowing down since it is still a very effective tactic.
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