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RESEARCH
ANALYSIS
TRENDS

How can brands continue to keep

customers clicking

Away from the real-world or parallel to it, technology As the versatile nature of smartphones shows, 34% of
has been shaping a massive virtual environment online retail purchases are driven from mobiles.
around us. One such significant virtual reality is online However, the revenue towards online shopping seems
shopping, where technology has enabled us to to be directed more through desktop than mobiles. As
purchase everything from groceries to automobiles per 2019 global shopping order value data, desktop
from the comfort of our homes. accounted for the highest sales with an average order
value of 128.08 U.S. dollars than 86.47 U.S. dollars
With the emerging technological advancements and through mobile. There has also been an increase in the
maturing systems, e-commerce has been flourishing at adoption of influencer marketing, with a survey showing
a tremendous scale. As per 2019 global data of retail 15% of global internet users discover brands through
sales, e-retail constituted for 14.1% of global sales, and influencer endorsements, in which the role of vlogs for
this is expected to reach 22% by 2023. The variety of product research increased by 38% from 20 15 to
products, ease of product search, and the global range 2019. Further, looking at the online products in
of product availability has led to the quick adoption of demand, 60% of the respondents in a survey preferred
online shopping by consumers. In a worldwide survey to buy books, movies, and video games online over an
conducted among online shoppers, 20% of the in-store purchase.
respondents stated that they purchased physical goods
online weekly. Characterized with such an augmenting Purchasing ease
nature, let us look at the evolving 4Ps of online
shopping fields - Preferences, Purchasing Ease, The widening variety and availability of options in the
Product Delivery, and Personalization. market have led to marketers innovating and adopting
new technologies and methods to ease the customer
Preferences experience. Social commerce is one such efficient
technique to harness the wide audience availability
From shopping mediums to methods, customers have over social media. As per survey data, the usage of
been trying and developing specific tastes and trends. social media for brand or product research among

May 2020: Natural language processing & conversational analytics: data quality beyond reproach 18