67% of Europeans Shoppers want to be inspired when shopping online
New research by iPaper and Epinion, interviewing 6.000 shoppers, showed that 67% of Europeans want to get inspired while shopping online. However, those shoppers also say that many online shops aren't inspirational.
When shoppers are not inspired, they get blocked using the online shop and fall back on the market leader, Amazon.
What is inspiring? Just showing off your products is not enough. True inspiration is built on emotional connection or a personalized shopping experience.
Retailers should focus on those 2 points, as it is a boost that drives long term loyalty.
Most shoppers, 51%, call Amazon the market leader; to compete with Amazon, you need to deliver emotional inspiration first.
What do shoppers expect?
You need to show products in everyday situations or on a range of models. Make sure everyone in your audience can relate to your brand.
Yes, many brands offer this emotional connection on their homepage, with engaging giant colourful banners. However, the problem arises on product pages and checkout pages.
Don't forget, most people start their Shopping journey via a search engine like Google, and Google will not always guide your shopper to your homepage.
Think of a physical store. The window display creates the first impression. Every page should give a great first impression as well. The first impression sets up the expectations for the rest of the shopping experience.
Masha eCommerce platformOn Masha.ai, my eCommerce platform, we started to create short movies of the brands that signed up, and we place it as first on the home page. In the following days and weeks, Masha will add short videos, images and more will be added on all pages.
With Masha.ai, we will offer one total emotional experience and push these experiences into messenger Apps, Google Merchant and many other platforms. One goal to boost brands online shopping.
What do you think of this research? Do you agree, and where do you succeed or fail with creating an authentic experience that converts visitors into shoppers?