The state of emergency that the corona crisis brings with it affects numerous online retailers in particular. But while the shops in the shopping streets have to close except for a few industries such as groceries or drugstore items, online retailers are still allowed to offer and sell their goods. That brings a kind of special boom if you as a retailer understand how to adapt your shop to the new circumstances.
The buying behavior of customers has changed accordingly: Shops that offer luxury items are currently struggling more than usual. An unprecedented reluctance to buy can be felt here. On the other hand, Amazon focuses on many everyday goods . But that is precisely what means opportunities for other retailers – namely, if they can place their range between these two extremes. Precisely because Amazon may have conveyed to you that you cannot currently bring your goods to the buyer via Fulfillment by Amazon , your own shop must be optimally coordinated so that you do not keep the goods in your own warehouse for too long.
In principle, it is primarily about usability, but at a higher level than usual: Johannes Altmann, managing director of the consulting company Shoplupe and expert for customer experience (UX) in retail, sums up the difference as follows: “Usability is suddenly no longer a hygiene factor , but the most important criterion: who has the goods, where can I order them most easily and who can deliver them quickly and reliably? “
E-commerce between reluctance to buy and increasing demand
The following five points can convey to you what is important in the current situation:
- Make your shop as simple as possible. For now, forget everything you’ve learned about upselling, conversion optimization with coupons, and shopping cart optimization. Your customer wants the goods – quickly and safely. As few steps as possible to checkout are the order of the day.
- Avoid the mandatory creation of customer accounts or the ordering of newsletters . Now it is possible to win satisfied new customers, but you shouldn’t insist on it. Generating additional business must be paramount.
- Make sure you invest in fast and safe shipping. The service provider who can guarantee you here (or from whom you accept it, because you will not get additional guarantees these days) that he will reliably bring the goods to the customer should receive your order. The customer will not thank you for anything else and will also give you a high return rate because they are forced to order elsewhere.
- Large shopping baskets and bundling offers are nice, but only work in the current situation if you can really deliver everything at the same time and from the same warehouse. Linked to this: The assurance of delivery dates (and of course compliance with them) should be even more important to you than usual.
- Make sure that your shop is performing well, especially when accessing it via mobile devices. It is better to do without tracking tools if you have to. The network is at times more busy than usual – and if you want to sell something to the customer, quick and reliable processing is even more important than usual. If you have performance problems due to a shop cloud, invest a little more in a better service provider, optionally in your network infrastructure.