omnichannel marketing
Trends-that-will-shape-Indian-eCommerce-in-2019

Trends that will shape Indian eCommerce in 2019

A lot has changed in the Indian eCommerce landscape in the last few years. As we move into another year towards the future, we see constantly changing eCommerce trends and take a new shape to cater to the more evolved audience.

What to look out for in eCommerce Trends 2019

Voice-activated searches

With easy voice searches enabled by AIs like Alexa, Siri, or Google, search engines like Google has made radical changes to its search result algorithms. This basically means that search will be more specific and yield specific results. This means the product discovery journey for users will also change and eCommerce brands will focus on such shifting trends in defining their search marketing strategy.

Vernacular aided experience

While India’s literacy rate is nearly 75%, those literate in basic English language is only 10% (125 million approximately). However, on the other hand, internet users in the country add up to nearly 481 million. Thus to fill the gap of linguistic preferences to internet usage, many eCommerce brands have already introduced regional language sites and this will continue to grow this year with more language options and more retailers trying to expand their audience base.

More omnichannel presence

While multi-channel has been the trend of 2018, omnichannel marketing will find its presence in eCommerce trends of this year, which will blur the lines between offline and online commerce. Brands will be mapping their user journey across channels and finally transition from multi-channel and detached presence to an integrated, omnichannel presence.

Refined product search

While social search has already been adopted by brands, it will only become more common and pervasive. This will also reduce the number of searches (for eCommerce products) on search engines and brands will most likely spend more advertising dollars on social marketing and other marketplaces.

Augmented Reality and Virtual Reality

Another interesting and rising trend in the retail business worth paying attention to is the integration of Virtual Reality in user experience. This year this is most likely to get leveraged further. By 2020, experts expect retailers to invest in Augmented Reality as well.

Opportunities in Omnichannel Retail Marketing

Opportunities in Omnichannel Retail Marketing

As our lives get deeper into digital integration, customers, especially in the retail segment, are merging their online and ‘in-store’ experiences. Shoppers make themselves well-informed about their prospective store/brand through extensive online research before they visit the physical store. And if customers are to have an all-encompassing experience, their service providers (read retailers) need to offer the same and utilize this opportunity to make their presence felt.

Breaking the barriers between digital and in-store

A smart omnichannel strategy helps retailers to connect their in-store commerce with all of their digital touch points and create a seamless user journey for their customers. This allows customers and shoppers to connect their online research with the actual in-store experience.

This is where tech tools like store-visit analytics programs and others help create a new kind of interface between offline and online commerce. By adopting such innovative ideas, retailers can turn their physical stores as a field for innovation and experiments with newer sales techniques and means to improve the customer’s experience at every turn.

More channels for sales

Omnichannel marketing is all about exploring your customer’s footprints and enhancing all possible avenues where your customer is. This lets you be flexible and agile as per your customer needs and integrate methods like ship-to-store, ship-from-store, buy-online-pickup-in-store, endless aisles, social commerce etc. The idea is to reinvent the tried-and-tested wheel and introduce new experiences every time.

Hassle-free payment

Easy and simple payment processes enable faster purchases. With mobile payments, digital wallets, and payment options offered by brands themselves, customers enjoy better shopping experiences. Digital systems like Amazon’s ‘One-click Pay’ and similar others, further simplifies the omnichannel journey for the customer and drives sales for the retailer.

Summarizing

Gone are the days when a brick-and-mortar store and its respective e-commerce site would be a world apart. The future of retail is all about bringing all interfaces and building a holistic experience. While this redefines shopper’s journey, it also enhances your business approach and improves your marketing strategy.

To be able to successfully adopt the best-in-class omnichannel retail trends, you can seek the support of an omnichannel expert and take your business to the next level and boost your brand.

The future of Omnichannel Marketing

With e-commerce landscape on the upswing, the retail industry continues to devise innovative formats to ensure their presence. As an increased number of consumers remain always connected, omnichannel marketing opens up opportunities for the evolving retail businesses to connect with the audience through various touch points. This interconnectedness of a brand creates endless scope for your business to maximize your sales potential.

Consumers have long evolved from only tangible product-driven shopping to experience-driven shopping, both online and offline. Omnichannel is evolving with the core thought of providing the same experience to its consumers across channels, when they want, what they want, and the way they want it.

The way market experts see this trend growing is through creating a ‘phygital’ marketplace where the physical and digital touchpoints of the brand are merged to give the exact same experience to the buyer. What does it mean for retail enterprises?

For creating such transcendental experience, the best omnichannel retail strategy boils down to engagement across platforms by developing a constant and consistent brand communication. This will help in influencing the customer consideration about your brand so that you become the first thing that they can think of while making the purchase decision. For example, if you have a video that talks about your brand/product/industry space, you can target your ads to play before the video so your audience learns about your brand even before they know more about it.

To be able to successfully deliver omnichannel services, it is essential for marketers and retail businesses to understand the difference between omnichannel marketing and multi-channel marketing. While multi-channel marketing can still work in silos and yield results, a holistic omnichannel strategy will need integration of all the nodes and take on a cohesive approach. Going forward with the uber-connected generation of buyers, it will be important for enterprises to build a unique infrastructure which collaborates the different arms of omnichannel marketing. And constantly upgrade to new technologies to support the marketing efforts and reach out to the consumers at their convenience.

With better management of consumers and their needs, omnichannel marketing can help exceed customer expectation every time at every interaction.

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