People need more from their online shopping experience

An article published on Multi-Channel Merchant last week, about 'Shoppable and User-generated content', has got us thinking about the importance of content in all forms. Obviously, the Smartzer technology needs content to serve any purpose and solve the problem we believe retailers are facing in this current digital landscape of monetising video content. But it all comes back to understanding why content, alongside a website and physical store, is important in the first place.

In order for brands to keep up the pace, and develop alongside the advancements in tech and digital, they absolutely must produce content. It’s important to make it for their existing customers in order to encourage loyalty through continued spending, but it’s really key to also attempt to grab a potential new customer as well. The content that brands put out into the world - whether it be images, videos, blog posts, or on social media - makes such a huge difference and it is not enough to have a stand alone website anymore. It’s 2016 and people need more from their online shopping experience.

In particular, the younger audience - often referred to as Gen Z and/or Millennials - almost expect more from e-commerce, because many of them will most likely be aware of technological advancements and digital capabilities. They are used to being connected all the time and have the ability to browse the internet, check their social media, order a new pair of shoes, from anywhere. It’s fascinating and exciting and whilst they are already hooked up to their phones and tablets and enjoy consuming content, this is the time for companies to strike and make their content the best and most engaging it can be.

This is where it gets interesting; say for example, somebody is browsing a retailer’s website. They come across a campaign image promoting a new collection, or they watch the video to showcase some of the new product. First of all, this content has immediately proven itself as crucial because it made them stop, look and consider what their options were for obtaining said product. If this content is then taken one step further and made interactive just by clicking on the product, there is a clear and simple route to purchase for the customer, which has driven a sale and also given the person exactly what they want with no time spent searching. In an age where people (particularly the younger generation) are increasingly less patient, it is really important to supply a fast and easy solution for the audience.

Upping the content game and ensuring that it is engaging, efficient and of course, fun, means that an audience will have an overall more enjoyable online experience. We strongly believe that brands should never underestimate the importance of good content, and look for ways to enhance it, in order to make it more engaging and immersive for the customer.

You can find out more about what we do at Please feel free to comment and give us any feedback on this subject as well. You can email or tweet us @smartzer.




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