According to Peter Leech CMO of Onlineshoes.com, 43% of all purchases are influenced by an online research moment. To understand the real shopping behavior and research habits of consumers, e-commerce is extending the boundaries to the possible. Leech also said that it is very important to bring out your message or product in front of the consumer most effectively. He has also emphasized that $1.4 trillion in purchases will be influenced by online marketing, apparel e-commerce will top $45 billion, e-commerce overall will hit $259 billion and total e-commerce will deliver 633 billion page views.
Leech specifically added, not only traditional shopping behaviors, but also traditional marketing methods are growing in an age where Amazon has more visitors in one month (140 million in September 2011) than the SuperBowl has viewers (111 million for SuperBowl 2011). “[Advertising during] the SuperBowl used to be the single best way to reach the widest audience.”
Now everybody is carrying Smartphones, no one is restricted to home or their computer desks. With the immense growth of e-commerce, 90% of mobile users search the web while shopping. Shopping is getting social. Carrying mobiles in your pocket at the time of purchasing presents a huge shift in how and how often information is used, shared and acted upon. For instance most of the mobile users in store take photo of the product and share it with their friends.
Shopping has become a social activity now. 77% of respondents to a ComScore survey conducted in April 2011 said, they have accounts on Facebook or Twitter, 42% followed retailers on those sites and 34% shopped on social networking websites or blogs. Established apparel sellers are adopting this new trend of e-commerce and making it easy for consumers to shop socially.
Most of the leading retailers have done this successfully by allowing their consumers to “Be the Buyer,” voting on the products they like. This creates a personalized experience to the consumers and initiates a different relationship with consumers. Apparel leaders are taking place in the world of social media. Some established retailers are entering into partnership with e-commerce sites. As traditional media is effective and profitable way to move into the digital land.
The role of stores is changing now. For a successful business a multi- channel strategy is needed. Rapid growth of e-commerce encourages the changing dynamics of shopping. Both social media and mobiles are influencing traditional shopping behavior. To run a successful business, retailers need to be creative and focus on creating a flawless multi-channel strategy.