For today’s ecommerce brands, changing with the times is crucial.
Through Photoslurp’s partnership with Decoded Fashion, we’ve met with a number of emerging companies who are adding enormous value in the space of ecommerce. These companies are helping pave the way for businesses looking to stay on top of trends and build their customer-base accordingly.
After all, trends come and go. Customers are constantly evolving in terms of buying behavior; meanwhile, ecommerce technology is also evolving alongside our traffic. Unfortunately, many brands are falling behind as a result of today’s ever-changing ecommerce landscape.
If you’re a fashion or apparel brand online looking to break through to today’s fickle buyers, how exactly do you respond?
Sure, we understand the common challenges of ecommerce stores: from low conversion rates to breaking down the trust barrier for customers skeptical about our styles, sometimes you just plain need some help.
Finding the right fit when it comes to platforms to help boost your brand online can certainly be a struggle; however, there are plenty of platforms that may represent the solution to managing customer relationships and expanding your reach.
But where do you start? What’s best for your brand?
Between finding subtle ways to increase engagement during the buying process to getting knee deep in customer data, there’s plenty to take away from the newest wave of ecommerce platforms for fashion brands. Below we’ve detailed some of the ecommerce technology companies we met with at Decoded Fashion’s Milan who are helping businesses stay ahead of the curve in terms of trends.
Beyond leveraging user generated content to grow your brand, take a look at how the following platforms draw upon current trends in ecommerce technology to take customer engagement and retention to the next level.
“Big data” may seem like just another buzzword in the world of ecommerce; however, understanding your customer behavior based on hard numbers may be the key to unlocking your hottest products and most dedicated buyers.
That’s exactly what Splio is doing through their robust customer experience management platform. After all, your sales strategy should not be a guessing game, but rather a series of data-driven decisions. Instead of trudging through receipts or flying blind in regard to your product performance, Splio allows you to determine the following in an instant:
Which of your products are driving the most sales, either in the form of units sold or revenue
Who your most loyal customers are (think: potential candidates for personalized offers and deals)
How attached your customers are to your brand, helping you understanding how to increase customer retention
From identifying potential brand evangelists to making future decisions in terms of how to reach more buyers, understanding your customer data represents much, much more than just a trend in ecommerce technology. If modern brands are living and dying by data, ask yourself: how much do you know about your customers in terms of numbers?
Fashion Bank Online
Building relationships with customers is a cornerstone of modern ecommerce; however, what about the ever-so-important PR relationships that help any given brand truly expand their reach? While proper PR is an absolute must, it’s impossible to deny that handling such relationships can be incredibly daunting and time-consuming to those looking to meet deadlines and juggle dozens of digital assets.
To meet the needs of busy brands, Fashion Bank Online has simplified the process of exchanging PR materials. Allowing for a quick and easy exchange of photos and information between brands, nothing gets lost in translation. By avoiding common PR snafus such as incorrect time zones or incomplete contact information, you save yourself time, energy and a potential headache.
Beyond handling the exchange of PR materials, Fashion Bank Online allows for brands to assess the engagement of their performance within the press. Again, data rears its head as modern brands are expected to follow their clicks, views and downloads more closely than ever.
Considering the recent 21.6% surge in ecommerce sales on Black Friday, there’s absolutely no doubt that today’s buyers are hungry to spend. That being said, there is still a trust barrier to break down when it comes to selling fashion pieces online, especially high-ticket items. Fashion brands should do everything in their power to help customers visualize what their purchases will look like in-person, further driving them to hit “purchase.”
Pictofit offers a unique solution through their virtual fitting room app, allowing users to digitally “try on” their favorite fits before buying. Rather than lose potential customers on the fence about a certain style, Pictofit represents yet another visual component to help seal the deal with skeptical buyers.
Just as UGC has become increasingly important for fashion brands looking to make a connection with their customers, virtual fitting apps are an ideal use of imagery that makes for a more intimate, unique customer experience.
Speaking of visual content, consider also the expectation for today’s shoppers to make purchases at a glance. The digitization of today’s brands means making your physical inventory simple to search and tag accordingly.
Enter the word of Wide Eyes, whose API can detect and tag products from images, ranging anywhere from those found on the street, in magazines or online. In other words, any fit is just a click away for customers; meanwhile, brands can “frame” their fashion for buyers in an instant.
Such ecommerce technology stresses once again the importance of visual content and UGC, while also tapping into your buyers’ desire to see your products in action versus stuck on a rack or boring product page.
For ecommerce brands, social proof remains one of the most powerful means of customer retention. While some marketing trends may come and go, perhaps the best type of advertising for your brand doesn’t come from your own lips, but rather from those of your satisfied customers.
Influmeter helps brands discover potential ambassadors and evangelists that would be more than happy to sing your business’ praises for you. By identifying who your most satisfied customers are via data, you can explore opportunities for your next influencer marketing campaign or make sure that your cost per acquisition is viable for your brand.
Word of mouth and data do go hand in hand: rather than gamble with your biggest spenders, brands should strive to nurture relationships accordingly to ensure their satisfied customers stick around for the long haul.
In terms of data and metrics, poor bounce rate continues to plague many ecommerce brands for a variety of reasons. From bloated sites that cause traffic to bounce to needlessly complicated stores, ask yourself: what can you do to keep your potential customers glued to your product pages?
Simplified storefronts are an essential piece of the puzzle when it comes to effective ecommerce technology. Warda allows brands to create online stores in a snap. From the planning process to publishing product photos and essential data, brands should have the luxury of a straightforward storefront that ultimately saves them time and cash.
In short, data and imagery once again rear their heads as incredibly important elements today modern ecommerce stores.
Ecommerce Technology and Future Trends
There’s no shortage of resources out there for budding brands and seasoned veterans of ecommerce alike. Regardless of what you’re selling, keep in mind the following regarding the apps and platforms today’s brands are expected to leverage:
Customer data to make well-informed decisions regarding future marketing campaigns and product launches
Visual content, such as user-generated content and product imagery, to grab the attention of potential customers
Social proof and positive customer experiences: the more you nurture your satisfied customers, the more likely they’ll boost your brand organically
Thankfully, all of the aforementioned resources are viable options for just about any fashion brand. Whether you’re trying to increase customer engagement or simply delve deeper into what your buyers are up to, take advantage of the ecommerce technology that makes the most sense for your brand. As noted by the brands present at Decoded Milan, the future is bright for ecommerce stores looking to set themselves and make a lasting impression on their traffic.
Do you know other tech company for ecommerce that you would like to mention? Tell me in the comments!