In our recent webinar, eCommerce in 2022: Tips, Trends, & Tricks we heard from a panel of global retail leaders as they discuss their thoughts on where they expect growth, anticipate challenges, and their biggest predictions for the year ahead.
Watch the full session
For most brands, eCommerce strategies for 2022 are in full swing - it can be overwhelming to know where to start. So we took their most essential advice to help you drive 2022 eCommerce growth.
Paul Carroll: Former VP, Digital Experience & eCommerce NY & Co. Now Retail & eCommerce Advisor
If your brand isn't on TikTok it needs to be.
There are sixty-eight million Gen Zs in the US with 87% of them wanting to see creative and fun ads and 68% wanting to see funny TikTok videos. Even morning talk shows have weekly segments on current TikTok trends. While TikTok is currently ranking 3rd in 2021 compared to Instagram and YouTube, Paul expects it to have incredible growth in 2022.
David Wish: SVP of eCommerce, KIND
Focus on customer retention.
The reason brands focus on customer retention is because customer acquisition is expensive. In the past two years, brands have acquired many more customers due to the unprecedented surge in online shopping. So it's smart to prioritize keeping those customers that you captured. Make sure that from the top of the funnel all the way down, customers are being taken care of so that they continue to shop with your brand time and time again.
Meagen Johnson: SVP of Marketing, Jane.com
Building authentic relationships and partnering with influencers.
The exciting shift in affiliates, influencers, and creators means that brands are able to build authentic and long-lasting relationships with their target audiences. Consider partnering with someone your customers will love or already follow. It's about the human elements and individuals who are passionate about your brand and want to create unique, fun content that can resonate more than static advertisements.
Johnny Russo: VP of Marketing & eCommerce, The Kersheh Group
It's all about analytics and employee happiness.
Go into your analytics and look for an area you can improve upon, and focus on it (e.g. page speed and bounce rates). By focusing on one thing at a time you'll be able to make a big difference without spreading yourself too thin.
Your internal brand is just as important as your customer-facing brand. The number one reason people will leave a company is due to bad management and lack of opportunity. Take care of your team and prioritize their success and happiness by offering avenues for them to grow and gain new experiences. Also, show them that you appreciate their hard work with simple things like giving them recognition, having lunch (in person or virtually) together, taking them for lunch, or asking how they're doing (ask about their highs and lows of the week).
Cait Porte: SVP of Product & Customer Experience, Creator by Zmags
It's essential to be agile.
With emerging trends and evolving customer behaviors having the ability to be agile in your eCommerce strategy is critical. It's all about being flexible and working with your teams and having the willingness to change appropriately. If you see an opportunity, take it upon yourself to pursue and implement it.
5 bonus tips from the webinar Q&A:
If you can focus on two channels (besides TikTok) for 2022, make it emails/SMS and reviews. If people have opted into receiving your emails/SMS then they are choosing to hear what you have to say, so showcase your amazing reviews and tell your authentic brand story.
For your mobile app strategy, build with the assumption that customers won't have access to the website while using it (but will at some point). Be consistent with branding and messaging through all your channels; especially the experience a customer has when on your website and your app store.
Some of the most successful content has been authentic influencers on TikTok. It needs to resonate with your audience - be more fun and relatable than other traditional marketing methods.
When appropriate, aligning products with pop culture such as Bridgeton, Squid Games, Schitt's Creek, etc. will keep your brand relevant and timely.
It's imperative that consumers can shop all your products and services on mobile. It's not mobile-first anymore... it's just MOBILE!
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