Smart ways social merchants can give an in-person customer experience

Online shopping has been accepted with so much enthusiasm that it is often hard for social commerce merchants to remember that there are still a lot of people who refuse to shop online. The shift to online shopping due to the COVID-19 pandemic has triggered an acceleration of digital adoption and a flight from cash, globally. The statistics are mind-blowing, with nearly $4 trillion global online shopping in 2020.

As of 2018, the digital buyers’ penetration rate worldwide was 47.3%. Data website Statista.com projects that the rate would be 65.2% in 2021. While these rates are very impressive, it means there is still a projected 34.8% of the global population that are yet to become digital buyers.

Several factors are responsible for the gap digital buyers’ face shopping online . In some parts of the world, people still can’t access the internet and other digital payment infrastructure easily. Other factors are a large underbanked population and a general bias toward cash which makes online shopping difficult. 

To convert this lot to online shoppers, It is important to understand their needs, concerns, and tackle their fears and biases. Only then can they be won over as digital buyers.

Why People Don’t Shop Online

There are many reasons people do not like to shop online. We have discussed the major reasons below:

Security

People are afraid of shopping online because they are worried that someone will get a hold of their credit card number or other information and steal all of their money. Their concerns are valid as they might have heard or come across victims of online fraud.

Immediate Gratification

Many people don’t like online shopping because they want to receive the kind of instant gratification they get from shopping in a traditional store. Wait time for product delivery can range from a few hours to a few weeks. Shoppers like instant gratification and so waiting for many days or weeks does not sit well with them.  

Absence of a sensory experience

Online shoppers are unable to see, touch, or smell the goods before deciding to buy. For instance, if you purchase a dress online, you have to wait for it to be delivered to you before you can try it on. A person could buy perfume and hate what it smells like. This is one of the many reasons why people want to have a sensory experience with a product before buying.  It is also difficult to judge the quality of a product online. People are often disappointed when the product arrives and it does not match their expectations. 

Preference for Traditional Shopping

Often, the greatest complaint to shopping online is that shoppers miss the traditional shopping experience, the smell and warmth of human connection prevalent in stores and shopping malls. They miss the smile, ambience, interactions and human touch that all add up in creating a delightful shopping experience. To match this experience, online sellers must personalise online shopping. Benefits like convenience, accessibility, secure payments and even discounts should also be considered to win more customers. 

How to Win and Keep Customers With Personalized Experiences

Smart merchants understand that online shoppers seek in-person experiences even when the store is online. To offer close-to-in-person experiences for your customers, consider the following:

Show Your Production Process

Uploading a video or blog of your behind-the-scenes is a great way to establish intimacy with your potential customers. Customers feel like they have closely interacted with your product and may develop an affinity with your brand. If you are not the creator of your product, the next tip will work just as well for you. 

Tell compelling stories

A Native American proverb says “Those who tell stories rule the world.” This certainly applies to online merchants. What kind of stories can you tell, you might ask? Here are a few suggestions. Tell the story about why you sell the product. Tell a story about a customer and how useful they found your product. If the proceeds of your business support a social cause, tell that story too. Provide authentic glimpses into your business and non-invasive glimpses of your life to create the intimacy that customers crave. 

How to Personalise Service After Sales

As you prepare to ship out your goods post-purchase, think about how you can add a personal touch and personality that connects with your buyers. 

Package your product thoughtfully 

The way you package a customer’s order is important. A product should arrive in one piece and should not be damaged. Protect bottles from breaking, thoughtfully fold clothes, add a nice, silky ribbon and so on. When a customer receives an item, the image of beautiful packaging would remain with him for a very long time.

Include a handwritten note

People underestimate the power of handwritten notes. A popular example that comes to mind is John Cronin, the Chief Happiness Officer of John’s Crazy Socks. John has Down’s Syndrome but has built a wildly successful business with his father selling socks online. In an interview, he said. “In every box, I put a handwritten note, some candy, and two discount cards for 10% off. One of them for customers and one to give to a friend,” What can we say? Learn from John, be like John. 

Always ask for Feedback

Keep track of when your product should have been delivered and then ask your customers for feedback. Ask nicely, warmly or even humorously. A customer appreciates a merchant who asks for ways to make their experiences even better. Asking for feedback says you care and you are interested in establishing a relationship.

Closing Thoughts

Online shoppers expect that “in-person” experience, in one way or another. By taking these extra steps to show your customers that they are truly valued, they’ll be more inclined to return in the future.

It’s the little things that count.  Now you have some insights as well as ideas to personalize your customer’s experience. Sign up for our customer experience newsletter here for more tips like this one. 

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