Is your brand ready for the next wave of change?
With e-commerce in a continuous state of evolution, it’s more important than ever to pay close attention to industry shifts and transitions.
We’ve already shared our thoughts on the overall key trends to watch in 2020 as well as the marketplace trends hitting the UK. For brands however, many of the most important aspects are slightly more nuanced. With many standard distribution channels struggling to adapt — traditional retailers like Mothercare and Clintons falling into administration — taking advantage of new inroads is more important than ever.
For example…
Is your brand devoting adequate time to consumer reviews?
A growing number of consumers want to interact directly with brands, and they expect you to pay close attention to the feedback they’re giving you.
Nine in 10 digital shoppers mistrust brands that delete negative reviews, while eight in 10 will trust a brand more if it chooses to acknowledge and respond to negative customer comments. And the brand that has built up a bank of positive online reviews fares very well in the eyes of today’s empowered consumers.
Paying attention to this one aspect can go a long way in building trust and loyalty.
Are you exploring the latest marketplace options?
Did you know that OnBuy list over 21 million products? Or that Otto saw online revenue increase to €7.7 billion in 2019? There’s also Zalando for fashion brands brands, ManoMano for DIY and more or FeelUnique for beauty brands. Plus countless more, see a full list of the marketplaces we support.
These and other e-commerce marketplace trends are opening all kinds of doors for getting products in front of new audiences. Any brand that wants to get serious about expanding its e-commerce business should carefully weigh options for a more diverse marketplace presence.
Are you paying enough attention to your product content?
More than half of consumers opt to visit brand websites over retailer sites because they offer more comprehensive information and guides. Better yet, four in 10 expect to devote more than 40% of their spending to direct-to-consumer brands by 2023.
That means quality content is key.
If you’re not already taking pains to optimise your product data, now’s the time to get started. From titles and descriptions to images and tech specs, each component should be fully optimised for every individual marketplace and advertising platform.
The more robust your product data, the more likely you’ll be to get your products in front of the right consumers at the right time.
The e-commerce evolution has ushered in a lot of changes for manufacturing brands. From keeping track of customer reviews to following various marketplace requirements for product content, there’s a lot to consider.
We’ve covered the areas outlined above, plus several others, in our newly updated white paper: Empowering Brands to Embrace the E-Commerce Evolution.
Download it now for information you can use to connect with consumers, strengthen relationships with retailers and tackle the marketplace frontlines with confidence.
