Australian consumers, much like their counterparts in North America and Europe, are increasingly shopping online. A vast majority use the internet to research purchases beforehand and make comparisons between brands. While giant online retailers like Amazon are not major threats in Australia for other ecommerce businesses (yet), local brands should be aware of overall trends that drive ecommerce worldwide. With that in mind, here are several tips that will help your brand thrive online in 2018:
Adopt a Mobile-First Approach
Aussie consumers are relying on their smartphones and other personal devices to shop, search the net, communicate, and use apps just like North American audiences. More and more consumers, especially the younger generations, are using smartphones and tablets for online interactions than desktops. Therefore, if your ecommerce website is not mobile responsive and easily accessible on a handheld device, then it is not reaching the average Australian consumer. In the New Year, adopt a mobile-first approach to drive traffic and increase conversions.
Offer Seamless Site Browsing Experiences
Online web browsing is increasingly becoming click-free. That is to say, consumers prefer to interact with websites where they can get what they want with as little clicking as possible. For example, if a consumer is browsing a product category on an online shopping site, they would not particularly like a website that continuously asks to click on page 2 and 3 to view more products. A site that allows infinite scrolling to browse products, on the other hand, will have more success with retaining customers. Seamless site browsing is an emerging concept but it can be done relatively inexpensively. Contact a Melbourne ecommerce agency to learn more about this feature and how it can benefit your brand.
Use Social Media Influencers
Social media is cracking down on certain promotion tactics brands have relied on for years. Facebook, early in 2017, eliminated clickbait headlines from the social network. Now the company is tweaking the algorithm to fish out posts that beg for shares and likes in so-called engagement baiting tactics. If your company has been using either tactic to drive social media engagement, then these tactics would no longer work. A better option to improve brand engagement and awareness on social media is to use influencers. Influencers wield enormous power over their fanbases. Younger customers, in particular, are more likely to be swayed by a social media influencer than an advertisement. Therefore, find out which influencers can reach your brand’s target audience to improve word-of-mouth marketing on social networks.
Integrate Digital Marketing with In-Store Experiences
Retail in Australia is largely spared the crisis that is affecting retail in America. Many American retailers, even legacy brands, are shuttering stores as online shopping is keeping customers at home. In Australia, many consumers still engage in in-store shopping. In-store purchases in certain sectors, like fashion, are propelled by online marketing to a significant extent. Therefore, brands can take advantage by offering integrated in-store experiences. For example, apps are a great way to offer customers an integrated in-store experience.
Don’t forget that Australian consumers are not convinced by traditional marketing as they used to. Therefore, online brand promotion strategies should focus on the latest technology that consumers adopt, such as mobile tech.