Three ideas for offering a smoother online retail experience

The retail world has embraced many innovations through the years, from in-store technology like self-service checkouts to the digital domain of e-commerce.

The latter has of course had a major impact on the sector, with a host of brands now operating in that sphere. Because of the level of competition, it can feel like a real achievement when you get a successful business up and running.

However, the best brands do not tend to rest on their laurels, as they prefer instead to try and refine certain processes. So, if you are in that position, what should you be looking at?

Well, here are a few issues that growing online retail brands might want to consider as they aim to ensure that customers have a smooth experience.

Making Improvements

We all use so many different online services these days and it can be hard to keep track of our passwords. This is highlighted by the fact that password resets have become a common tool for online accounts, but they can create problems.

For example, the user experience is not ideal, as resets can be time-consuming - in fact, 92 percent of users would rather just leave a website than reset their password. 

So, could you take another approach? The same site explains that passwords involve knowledge-based authentication, but that is no longer the only way to handle this issue.

You could also opt for possession-based authentication related to a physical object like a smartphone or even inherence-based factors. The latter revolve around physical attributes and might include fingerprints or facial recognition. Could this passwordless authentication be a step forward?

Another issue to consider is personalisation. The days of simply presenting consumers with a selection of products are now gone, as digital tools have made it possible to tailor items to specific audiences or individuals.

Research by Twilio Segment has highlighted that there are big benefits to this issue, as 60% of consumers say they may become repeat buyers after a personalised shopping experience. Around a third also said they would return to a brand following a personalised experience, even if there are cheaper options elsewhere.

The same study also touched upon the issue of omnichannel, as it highlighted that people are increasingly jumping between channels. However, it added that less than one in four businesses have the technology to deliver consistent experiences across these channels.

A survey by BigCommerce and PayPal also put a spotlight on this issue. It found that many people still prefer in-person shopping, while a number also purchase online. Some also stated that they discover new products on social media, while many have made a purchase through their phone.

Creating a great experience

There are many quality online brands out there these days, so it can be useful to consider how you might get ahead of the competition. Offering a smooth and innovative experience is a good way to do this and there are options to consider in this regard.

A few have been highlighted above, but you should also examine your operations to see where you might be able to make adjustments. Such steps could make a big difference to your success.