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E-commerce Convenience & Post-purchase as the nº 1 Definitive Step.

. Reading time: 5 min.

Barbara Alvarado
Barbara Alvarado
e-commerce convenience

As the pandemic dissipates people are returning to physical stores, however, online shopping doesn’t seem to be decreasing its rate, in fact, it continues to flourish. Some people might continue to shop online because the habit is already ingrained in their minds, and some others might do it because they think e-commerce convenience can’t be beat compared to traditional shopping. But what does convenience refer to?

Convenience is Leading Retailers’ Growth

Convenience is the backbone of any experience and a key element for decision-making processes. When it comes to shopping, convenience resonates with time, location, payment methods, the information provided, and delivery options.

97% of consumers have abandoned a purchase because the service wasn’t convenient enough”. This just shows that retailers and e-commerce need to focus on other aspects rather than price and/or quality to offer an outstanding value proposition for shoppers to have a “convenient customer journey”.

So, why do brands keep putting much effort into price and quality as the main two factors when developing or offering an item or service?.

Indeed, quality is the fundamental characteristic for a product or service to stand out from the rest and price is that well-thought-out component that will allow the company to make a profit margin. Additionally, price and quality are presumably and according to a National Retail Federation survey carried out in 2020, the two elements that matter the most to shoppers, as the chart below shows:

e-commerce convenience - Bloq.it
What matters most to you when shopping- infographic by nrf.com

E-commerce Convenience: The Most Important Sectors

Narrowing down this e-commerce convenience in particular, this is where brands need to take a closer look, as Seth Stephens-Davidowitz says in his book “Everybody Lies”, internet data is the key tool that can tell us about who we really are, survey respondents tend to lie about their responses. Therefore, surveys have some mixed messages that do not align with people’s shopping patterns, and the truth is that the rate for cart abandonment is impressive: 97% of them rather back out purchases due to inconvenience.

Two further important discernments for companies to consider regarding online shopping convenience is: to which business sectors does convenience matter the most? and in what stage of the purchase journey?. In the top 3 business sectors we have groceries, clothing and electronics, as for purchase stages we have at the very beginning of the shopping journey and post-purchase.

e-commerce convenience - Bloq.it
Most voted sectors people claim purchase convenience is very important – infographic by nrf.com

Personalized Consumer’s Journey: a Key Factor for e-Commerce Convenience

At this point, we can conclude that convenience does make a difference to engage consumers in decision making, and we know that to offer a curated and convenient experience there is no fit-all solution for everybody.

In the Martech.org 2022 e-commerce prediction report, it is described that in 2022 buyers’ journeys will continue to get more personalized, and that is paramount for brands, their teams, and decision-makers to pay attention to these data signals to gain a competitive edge as this determine people’s shopping decisions especially with so much options available

Personalization is key and there are plenty of strategies that can be implemented depending on the business sector, shopper habits, product characteristics, etc. In fact, it has been claimed that BOPIS (buy online pick up in-store) strategy has improved shoppers’ convenience by 70%.

e-commerce convenience - Bloq.it
BOPIS customer – photo by Liza Summer – Pexels

There are some other strategies slightly gaining protagonism in the convenience field, that involve a bit more technology development representing a safe bet for companies to adopt, as it enhances the post-purchase experience, the second most important stage of the path purchase for shoppers, and allow companies to have better of data collection and reduce costs.

Based on the NRF survey, locker codes or Smart lockers have already been used by 28% of online shoppers while a promising 63% are interested in trying this new package retrieval method, as it allows them to choose the location of the pick-up locker, a faster and wider time slot process.

e-commerce convenience - Bloq.it
Smart Locker for e-commerce purchase package retrieval – Photo by Shutterstock

How Can Bloq.it Provide a e-Commerce Convenience to the Post-Purchase Phase?

At Bloq.it we strive to provide parcel lockers with integrated API software, turning these smart lockers into the perfect fit for e-commerce platforms to offer a more personalized package retrieval to their shoppers.

In today’s fast-paced era, people are more demanding and businesses know that the last leg of the delivery process, the last-mile, is what involves the most time. This is where some e-commerce platforms stay behind.

To know more about all the solutions we offer to different industries, reach out to one of our specialists.

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