A majority of consumers (67%) in Europe want to be inspired when browsing e-commerce websites online. However, according to consumers, many online stores are not that inspirational. That lack of inspiration is a barrier against purchasing products from them. As a matter of fact, only 29% of consumers in Europe say online retailer stores inspire them, according to Ecommerce News. Moreover, 57% claim a lack of inspiration or a poor shopping experience is a barrier against buying products from these online shops.
These results are displayed in a study from iPaper and Epinion. According to the study, retailers should identify how offline shopper behavior can be transformed online. Retailers need to understand the full buying journey of online shoppers. In addition, Instead of the small percentage looking to buy they need to create inspirational content targeting the majority of browsing shoppers.
According to Jesper Lykke Nielsen, Director Digital Business at Epinion, the report shows that simply showing off the product is not enough. As a retailer it is necessary to inspire online shoppers. True inspiration should be built on emotional engagement and a personalized shopping experience. By focusing on these two pillars, retailers can drive long-term customer loyalty.
When it comes to e-commerce websites that deliver online inspiration, 51% of shoppers call Amazon the market leader. The e-commerce giant is also a preferred destination for product search and purchases. Six in ten shoppers use Amazon to buy products. This is compared to only 24% who use online shops.
Amazon is quite efficient at functional inspiration. However, it does not appeal to the consumers' emotions. Therefore, online retailers can still compete with Amazon by focusing more on emotional inspiration. Retailers can connect with shoppers on an emotional level and increase shopper loyalty. This is possible by building online platforms designed to inspire and communicate unique brand stories.
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