VP of Business Development, Zmags
Saying goodbye to 2017 not only marks the end of a year, but the end of the holiday shopping season – meaning digital marketers have the opportunity to take a breath, congratulate themselves on a job well done, and begin strategizing for the new year. Here at Zmags, we try to do the same. As we look ahead, we see innovations on the horizon that are exciting for Zmags, our customers, and the industry as a whole. Some of these trends will likely transform the ecommerce landscape and move retail forward. To kick off the new year, we thought we’d highlight three of the ecommerce trends we’re watching closely to see how they factor into the transformation of retail.
1. Speed Matters to Marketers
Speed will always be a priority for consumers – they want fast deliveries, fast fashion, fast loading times, fast everything. These expectations extend to their shopping experiences as well. They want a high volume of fresh content that is simultaneously engaging and efficient. This means speed must matter to digital marketers as well. They must be able to redirect their digital strategy at a moment’s notice, whether by integrating new technology, changing their customer experiences, or reacting to market changes. 2018 will be about agility, and the digital marketers who can keep up gain a significant advantage.
2. One-click buying will become standard
Amazon’s infamous one-click patent expired in September, and this development opens up a wealth of opportunity for retailers who could previously not afford the licensing fees to leverage this feature. One-click ordering reduces shopping cart abandonment and significantly streamlines the purchase process. With this feature available to all online retailers, we predict a huge surge towards brands implementing this one-click ordering feature, effectively transforming brands’ content and revenue strategies.
3. Retail isn’t dead – it’s changing
There are already dozens of news articles proclaiming the demise of retail. From shopping malls shutting their doors, to massive retail layoffs, the future may seem grim. But thought leaders have been predicting this for years, so it’s time to ask: Is retail really dying? Or, is it simply evolving? In-store shopping may slow, but will stay alive based on the simple fact that there is an emotional and experiential component to in-person shopping that makes customers return. People are not just buying, they’re shopping, a notion that often fails to be translated online. Instead of preparing for the end of in-store shopping, digital marketers should focus on how to bring that shopping experience online, and vice versa. Bring the efficiency of online shopping in-store, and the inspiration and experience of in-store shopping online.