What Exactly is Ethical eCommerce?

Ethical eCommerce refers to the responses to issues of marketing manipulation, greenwashing and unsustainable business practices, through positive change. Ethical commerce is a movement that puts people back at the heart of trading. Where businesses have lost their way in convincing any consumer to buy what they sell, regardless of need, ethical commerce considers the ‘who’ the ‘what’ and importantly the ‘why’ behind product sales. It aims to understand and cater to consumers by providing them with positive experiences that they remember, whilst being conscious of how business efficiency can be improved in a way that benefits the wider environment as well as the end consumer.

Research has shown that 70% of consumers want to consume more responsibly and 66% are willing to pay more for green products [1]. So as much as people do want to shop, they are increasingly interested in doing it in a way that minimises harmful impacts on the environment and other people. Sustainable, person-first and green business practices are three elements feeding into ethical commerce. Businesses operating in the eCommerce space can educate themselves and start making positive progress in this space by adopting the following practices.

 

Sustainable Commerce

Sustainable commerce is on the rise. Adopting practices that minimise harmful impacts on the environment can benefit businesses, as well as inject growth into your brand awareness. It’s also important to note that the trend toward more sustainable eCommerce is on the rise. How this is playing out in practice differs across companies - but it can involve redesigning business models, transportation, logistics and packaging.

Consumers are particularly interested in environmentally friendly shipping options. Shipping companies that are already excelling in this space include DHL GoGreen, DPD Total Zero and GLS Think Green. Sustainable and environmentally friendly packaging is also a major consumer trend, where the adage ‘reduce, reuse, recycle’ is central. The less packaging, the better. And yet, many eCommerce businesses still unnecessarily overpackage their shipped items - and do so with single-use plastics. Every piece of this packaging ends up in either a landfill waste site or worse, in waterways or other vital habitats.

 

People First, Not Profit First

Over half of consumers believe it’s the business's responsibility to drive ethical business practice [2]. So, while one half drives the ethical trend, and the other half hangs back and waits for the revolution, eCommerce businesses flounder in indecision. The trick is for businesses to put the user - or the consumer - first. But beyond just the consumption of goods, are the wider network of people that eCommerce affects.

Factory workers in nearshore or offshore regions, often without safe working or fair pay policies to protect them in their crucial contribution to the end product purchase. In putting people first - both directly and indirectly - not only do decisions become more inherently ethical, but wider-reaching effects on sustainability and green business can also be seen. In the end, a focus on profit alone is simply not sustainable. Going back to the basics of business - starting with core values - and establishing business processes to ensure that these values are embodied in real decision making is vital to the evolution toward ethical eCommerce.

 

Green vs Greenwashing

Studies have shown that 40% of ‘green business’ claims are misleading [3]. Greenwashing is when false claims are made regarding their business practice being conducted ethically, or when claims lack the evidence to support them. Unfortunately, due to the increasing demand from consumers and the rising trend of ethical business practices, greenwashing is also becoming more common. So how do you recognise when green is greenwashing? A few red flags are vague statements around sustainability, without including specifics; relying on packaging strategies to give the impression of an ethical brand (e.g. blue and green colours, animal and environment graphics); relying on terms that lack legislative regulation (e.g. ‘natural’ processes).

Image Credit: akepa

One case and point is H&M, which in 2018 introduced a fair living wage policy for their employees in factories in Asia - but data shows that to this day the policy has not been realised [4]. So how do businesses make a start on the ethical path, whilst avoiding being caught up in greenwashing? First, a period of self-assessment is necessary before going out to the world with all guns blazing. Secondly, it’s important, to be honest. Small, iterative improvements are not only more feasible strategies for businesses to adopt, but they are more believable and relatable than overnight success stories.

 

Summary

Ethical eCommerce encompasses a range of business considerations: Sustainable business practices, that depend upon clear business values and decision making; a People-first policy, where people in both direct and indirect forms are supported, catered to and cared for instead of profit margins alone; Green business practices, whereby the actions, evidence and progress steps are transparently communicated to build trust, community and brand value. As much as the trend toward ethical commerce is on the rise, it is here to stay. But despite the ability to easily manipulate audiences into believing greenwashing tactics over past years, consumers are now becoming more clued-up to identifying who is genuine, and who is not. With planning, businesses need not make the hard choice between ethics and profit. The two can still go together if planning and implementation are well-considered and supported.

Ethical eCommerce is an investment in your business's future, your employees' future, and the future of the environment. No one expects an overnight success story. But they do expect genuine effort and steps to be taken in the right direction. It is also just as critical to talk about these efforts openly and honestly within and outside of your business.

 

Resources to Get You Started


The Awesome Power of Customer Reviews

We’ve all asked for the opinion of a friend or family member when we’re either looking for something or are about to buy something. It’s just human nature to want to get support on our decision or be offered an alternative when we’re about to make a mistake.

When it comes to online, we do the same but a lot of us, 93% in fact, rely on online reviews as they impact our purchasing decision. Therefore, so many businesses have implemented review abilities on their website and the individual products they sell.

But what happens when the system is manipulated, either intentionally or unintentionally? And with the rise of fake reviews all over the internet is the once ‘King of Social Proof’ on the verge of losing its crown?

 

Why Reviews are so Powerful

Customer reviews are a double-sided coin for a business. In the eyes of the customer, they create credibility and offer social proof whilst allowing them to have a voice, share their experience and help create loyalty.

For the business, it gives you valuable insight into the overall experience you’re offering from being found to a delivery arriving. With this, you can find areas that might not otherwise be seen that can be improved. Your marketing efforts are massively improved because as we mentioned before, people rely on reviews and if they’re highlighted in the right way, they could improve conversion and improve search rankings.

 

The Darker Side of Customer Reviews

But as much as they can help, if something seems a little off, customers are going to pick up on it.

Any kind of manipulation of reviews is going to stand out like a sore thumb. Censorship of reviews and the purchasing of fake reviews are unethical as a starting point, but they raise concerns for those looking at them. The fake reviews situation for Amazon has become such an issue that they're now taking legal action against fake review brokers to be able to protect their customers.

95% of consumers suspect censorship or faked reviews when they don’t see bad scores and 30% of consumers assume online reviews are fake if there are no negative reviews.

Understandably, a business does not want to have pages and pages of bad reviews but hiding them is not going to fix the problem. Each one should be looked at as a learning experience and be used to make business improvements. They’re also an opportunity to address the concerns of your customers openly and transparently. Simply sticking them in a metaphorical box marked ‘ignore’ just creates more of the same. If you ignore the concerns of those customers, you’ll either never get another purchase or their voices will just get louder.

 

Infographic by- Invesp Conversion Rate Optimization

 

How do you avoid falling into these traps?

There are a few ways that you can do this.

 

  • Publish any genuine review - good, or bad.

34% of consumers have said that their low product ratings have not been published by eCommerce sites. You don’t want to be one of those sites doing this.

 

  • Respond to those reviews that need your input

Inevitably, things will not go right every single time. Don’t ignore the bad or less than perfect reviews. Reach out and use them as an opportunity to turn things around. Try to keep as much of the resolution in the open so that others can see what you have done to resolve it, but don’t get into arguments in the reviews section with customers. Remember they’re not a personal attack on you, they are in most cases an outlet for frustration and a request for resolution. Take it as an opportunity to create a new customer experience that blows their expectations and creates a loyal customer in the future.

 

  • Don’t purchase fake reviews.

This feels like it goes without saying but it is happening. 82% of consumers have read a fake review in the last year and 62% of consumers have experienced significant variations between online reviews and actual products received. It is a false economy and the long-term brand damage is hard to fix.

The purchasing of fake reviews takes many forms and however, it is attempted it doesn’t work. Even things like incentivising customers to leave positive reviews with the promise of winning something or getting something in return falls into this category.

 

  • Restrict reviews to only be submitted from verified purchases.

Again, this sounds like a bit of common sense but many places are not putting this into action. By using reviews from people who bought the product from you, it builds credibility for the reader. They know that the person went through the journey with you and received what it is they bought.

 

  • Use a trusted Third Party to validate the reviews and add their credibility.

As much as a person is looking for product reviews on the website itself, using a third party like Trustpilot can add weight. They’re seen as an independent outlier with nothing to gain by manipulating your review scores.

If people have doubts, they often google your business name followed by reviews. This drives them to places like Trustpilot where if you’ve been ignoring bad reviews or soliciting unauthorised good reviews it comes to light.

We as a business use Clutch. All reviews must be submitted with LinkedIn authorisation and the team at Clutch authenticate each review before publishing. Sure, we have testimonials on the website but using Clutch helps support the claims we’re making.

 

  • Extend the types of reviews you’re getting

Getting customers to support reviews with images or videos adds another layer of authenticity. It is an extra step in the process that fake reviewers are unlikely to take and if you’re selling things like clothing or furniture and don’t offer a visual commerce option in the shopping experience, it reassures people that what they think they’re buying, they’re buying.

 

Summing it all up

Customer reviews are great for your business and can have a serious impact on the number of people who choose to buy from you. And with the number of new eCommerce stores on the rise, they can be the difference when things like price and delivery options are all the same.

But you need to play the game fairly. Be open and honest with the feedback and learn from it where you can whilst keeping as much as the problem solving out in the open. We’re not suggesting you air all the dirty laundry but always responding with ‘DM us or send us an email’ offers little reassurance that the issue was ever resolved beyond moving it to another channel, simply to be ignored there.

And the final word is that if you’re asking people to leave their opinion after taking an action, be prepared that not everything is going to be a gold star glowing response. Regardless of how hard you may have worked or how much effort was put into the interaction, we all have different expectations and you’re essentially competing with their last incredible customer experience.


Post Pandemic Shopping Behaviours Are Changing

eCommerce Market

In the USA alone, pandemic shopping saw the eCommerce market grow by over $219 billion. According to new data released by Adobe, channels within eCommerce that were adopted by shoppers during the pandemic (such as clothing, grocery, homeware etc) have maintained their levels post-pandemic.

This indicates that our buying behaviours have been changed for the longer term. Ease of shopping experience has remained vital, and the need for this has stuck. During the first wave of the global pandemic, these shopping behaviours saw a shift from completion on mobile to more completion on desktops.

But as the pandemic has passed, though the preference for eCommerce remains, the shift back to mobile is being noticed.

Klarna recently released a report that surveyed over 18,000 consumers in over 13 different countries. We look through it and see just how much things are changing.

 

Mobile Shopping Resurgence

Not only is the switch back to mobile resurging, but it has also overtaken its pre-pandemic usage rates. Some 9 in 10 UK consumers admit to using their phones to compare prices (90%) and look for the best deals or price promotions (94%), while 8 in 10 (78%) use them to search for shopping inspiration.

Image Credit: Klarna Insights

Shopping apps are becoming increasingly common, more than half of consumers (60%) have between one and five shopping apps installed on their device, although it is debatable whether this represents the best experience for users over the longer term.

The number of mobile apps people use regularly is on the decline, with the preference for marketplaces being favoured over single-branded commerce applications. 63% of UK consumers would prefer to have a single app that incorporates all aspects of their shopping journey, with 8 in 10 (79%) saying this would simplify their shopping experience.

These trends are also being seen across all generational age brackets - not just the Gen Z and Millennials.

 

Mobile Payments

Virtual cards are also on the rise, along with mobile banking and secure checkouts. Faster, more efficient checkout processes are an expectation of the modern mobile consumer. Anonymous shopping, secure shopping and insured transactions further strengthen the virtual payment offering.

Image Credit: Klarna Insights

 

Summary

Behaviours can change quickly. Throw a pandemic into the mix, and all the governmental restrictions that follow, and behaviours can change at scale very quickly. For brands with the expectation that these behaviours would naturally bounce back, consideration must be made for how certain habits have stuck and become preferred as the new norm.

Mobile shopping habits plummeted and resurged during the pandemic, but beyond the resurgence certain key elements of mobile shopping have changed. Types of experiences, purchases, pathways, and activities have fundamentally changed.

Image Credit: Klarna Insights

Arming yourself with the knowledge and the know-how to use these changes to your advantage is key to brands maintaining and improving upon their eCommerce successes post-pandemic.


Our Top 5 Most Read Posts in 2021

2021 is finally over and the new year has begun bringing with it the hope of normality and a return to life amongst our friends, family and work colleagues but we thought we'd take one last look back at our Top 5 Most Read Posts on our blog during 2021. Some of them date from earlier than last year and this highlights the value of great content.

We wrote a fair amount of articles over the year from opinion pieces on the industry to guides on how to get the most out of your digital store front through design and CRO and these 5 are the posts that our readers shared, engaged with and spent the most time with.

Here are the Top 5.

Convenience is Key for Customer Satisfaction

Read Post


The Good And Bad of Microcopy

The Good and Bad of Microcopy

Read Post


Person shopping on phone

Understanding the Buyers Journey and Why it is Important

Read Post


What will it take to Survive the Future of Retail

Read Post


6 Ways to find out what your Customers think about You.

Read Post

 

We hope you enjoyed all our posts and insights in 2021 and that you'll be joining us again this years as we've got even more great stuff planned.


The Power of User-Generated Content

It should come as little surprise to literally everyone that the pandemic and its continued persistence has significantly shifted the buying habits of all consumers. This has left many brands scratching their heads and scrambling to find ways to get these consumers attention, bring them to their websites and turn these visits from just a casual browse to that of buying stuff.

The big question here is have the effects of 2020, and even a big chunk of 2021, fundamentally shifted and permanently changed how people discover, shop, and engage with businesses?

 

New Research is Helping Provide an Answer

A new research report from the team at Stackla offers insight into this and reveals that not only is the increase in online shopping here to stay but also, that today’s consumers want brands to provide them with a more authentic, personalised shopping experience.

The report, Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC, surveyed more than 2,000 consumers across the US, UK and Australia. It found that consumers “increasingly seek out and value the social content that real customers are creating about brands. This means that visual social proof—like user-generated content (UGC)— is more important now than ever for brands to leverage as part of their online marketing strategy.”

We’re going to look at some key findings of the report, but we encourage you to head over and download a copy for yourself. It has a ton of great information that will help you develop solid strategies when thinking about how to deal with this huge consumer shift.

 

Creating the Authentic Experience Shoppers are looking for

In the report, Stackla found that 88% of consumers say authenticity is important when deciding which brands, they like and support (with 50% saying it’s very important) and that 83% of consumers believe retailers need to provide more authentic shopping experiences to customers like them.

That’s great we hear you say but how do we do that? Well, the report can help with that too. Let’s start by looking at content.

We know content is incredibly powerful when it comes to marketing and advertising with some of the most successful businesses spending 40% of their entire marketing budget on it but is it being spent on the right kind.

Stackla Report: Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC

A strong majority of businesses are either already spending large amounts of budget on influencer marketing strategies these days or are looking to include it in their marketing strategy. However, as you can see from the image above, only 10% of consumers say influencer content resonates as authentic with them, and a mere 19% say that brand-created content is the most authentic.

The real authenticity winner, with 59% of consumers, is content created by other consumers or in other words user-generated content (UGC). It is by far and away the most authentic type of content — meaning people are 3.1x more likely to say user-generated content is authentic compared to brand-created content and 5.9x more likely to say it's the most authentic compared to influencer content.

 

And it Does More than just Offer Authenticity

UGC is clearly ticking the box for the consumer, but it also has a big impact on their decision to make a purchase.

In the report, it was found that UGC is 8.7x more impactful in influencing purchasing decisions than influencer content. 79% of people say UGC highly impacts their purchasing decisions, while a very small 9% said influencer content impacts their purchases.

Stackla Report: Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC

And it doesn’t stop there, UGC just keeps on giving. 72% of consumers say real customer photos and videos are the content they most want to see on eCommerce sites when making purchasing decisions and 80% of consumers say they’d be more likely to purchase a product from an online store if its website had photos and videos from real customers.

It is hard to argue with those numbers. UGC is clearly an area that if you’re not currently thinking about you might want to start, and here is the reason why. 58% of consumers have left an eCommerce store without purchasing because the site didn’t have customer reviews or photos.

 

UGC is Easier than You Might Think

Consumers are happy to engage with brands that want to share their content and they’re eager for the content they create to be seen and used by their favourite brands.


Stackla Report: Post-Pandemic Shifts in Consumer Shopping Habits: Authenticity, Personalization and the Power of UGC

As you can see, consumers would grant a brand permission to use an image or video they posted of clothing or accessories (58%), a home goods product (58%), a beauty/health/wellness product (54%), a sporting goods product (53%) or a recent trip/excursion (52%) throughout their marketing.

And there are rewards for using this content outside of the ones we’ve already talked about.

43% of consumers — and 47% of Gen Z — say they would be more likely to continue engaging with and purchasing from a brand if it shared their photos or videos throughout its marketing.

 

The Full Report has so Much More

We’ve just scratched the surface of the insights in this report and again we’d encourage you to head over and download a copy for yourself. You’ll find a stack of insights on the importance of personalisation within the shopping experience and why it is so important as well as key insights at the industry level.

 

Putting it Into Action

Hopefully, you’ve seen the overwhelming benefits of including UGC into your strategy and now you’re thinking about how to make it a reality.

The Experience team at Eclipse is here to help. We can work with you to define the best way to include it in the user journey and make it part of the personalisation that your site offers. All you need to do is reach out to us and we can start talking options.


Tactics to Consider as you Prepare for Christmas 2021

You may be asking why we’re talking about Christmas in September but for a lot of businesses this may be a make or break moment for them and so far, the news has been packed with potential supply issues and price increases as a result.

What we’ve got for you in this post are some things you can do to get customers coming to the site, keep them there and make it as easy as possible for them to find the perfect gift, drop it in their cart and checkout without any worries.

 

Convenience is King

We’ve talked about this a lot, but it is super important. Customers are putting this so high on their list of reasons why they choose to shop with the stores they do, you can’t ignore it.

And when you think about Christmas it is even more important. People have several gifts that they need to buy and if the process is made too difficult for them, they go and look for an easier way somewhere else.

Some of the things we’ll talk about below will have long term benefits that will continue to pay back well after the Holiday period is over.

 

Offer Inspiration

We all know that one person who has everything and when it comes to finding them a gift, we’re left with no place to start.

Helping those customers is easy. Take the time to create curated lists of gifts that filter into different categories. It’s super easy to do and removes a step that the customer must take when looking around what you have to offer.

Think prices. Having options to see gifts under different pricing takes people right to a selection that meets budget restrictions. Create an option for Him and for Her. You could even break it down by activity. Gifts for those who love to cook or love to garden. The options are endless and will differ depending on what it is you sell but customers love it.

By creating these filter options you’re taking people straight to the stuff they’re looking for, removing things that aren’t relevant and offering a level of personalization. It removes frustration and reduces the chances of people bouncing off the website from a perception that you just don’t have what they’re looking for.

I can tell you I am one of these shoppers. There are websites that I will always go back to specifically because they have gift finders. If I don’t know where to start, they become the start. And I do this year-round, not just at Christmas. Birthdays, Easter, you name it. If I must buy a gift and I need a little help, these sites will get a visit and almost always a purchase from me.

 

Create Bundles and Make Related Buys Super Relevant

As a retailer, we’re always looking for ways to increase the average order value. Creating gifting bundles is a great way to do this.

Fashion retailers do some of this by highlighting ‘complete the look’ on a single product where the model is wearing other items. If you can do the same for your product range, do it. Make it easier by giving them the option to click a single button and add it all to the cart without the need for going to multiple pages.

This also works well with gift foods or interior décor. If you’ve gone through the hassle of creating beautiful images that create a lifestyle for people, make it easy to get everything they see in the picture.

And when it comes to related products as add-ons things like batteries, cables, and things that make the first product work are a must. Everybody hates buying something and then not being able to use it because they need to buy something else for that to happen.

Make it clear that they will need this extra item for it to function. However, be smart about this. Make sure that the original item does not have it included.

I was subject to this just after buying my new house. I had to do some renovation work in the cloakroom that required a toilet and taps. When I picked what I wanted I was given a ‘you’ll need this’ list, so I clicked them all and added them to the basket, but something got me to pause, and I went back and looked at the individual items like the taps and the basin.

I had been told you needed to buy the flex pipes for the tap and the waste for the basin, I assume because 99% of them don’t come with these extras, but the ones I had picked did include them so I would have ended up with two of everything if I had just gone with it and then I would have been left with the need to return things and a feeling of having been cheated.

You can’t always shortcut these things with a one size fits all in the back of your website. Triple check and make sure that what you’re telling people they need, they actually need.

 

Remove Doubt as Early as Possible

One of the biggest barriers to a person buying, especially over Christmas, is uncertainty around delivery and returns.

Customers want to make sure that what they’re buying is going to arrive on time and should there be an issue it can be returned or exchanged easily.

By putting this information front and centre on the website, so that it can be found easily, you’re removing this doubt. And if you keep the delivery information updated so that they are aware of the last time that they can order to guarantee delivery before a particular date, you will pick up last-minute shoppers and get those who might be on the fence to a decision point faster.

Put the messages in multiple places and if there are products that have special delivery restrictions or returns guidelines, put that info on the product pages. This kind of information can’t be over-communicated.

And if you’re offering extended return times, tell people. It might just get them to buy from you rather than another retailer.

Another thing that is important here is information about delays, should they arise. Being totally transparent about these kinds of things builds trust and should reduce the amount of inbound contact about these issues.

 

Make it Easy for People to Checkout

This is another frustration for people that are shopping across different sites whilst Christmas shopping. Having to go through a 400 step sign up process sends people in the other direction.

Having a guest checkout with the ability to turn it into an account after the purchase is a much easier way to get people through. The hook to create the account is to keep up to date with the delivery of the items but having to create an account before you can do things like see delivery costs will kill a sale.

As important as the guest checkout is the payment options you offer. Offering options such as Apple or Google Pay and PayPal Express essentially gives people a ‘one click’ checkout. It pulls all the information around delivery and billing details and sticks them right into the checkout.

I use this all the time. I never have to find my wallet to triple check numbers on cards and during the hunt for the wallet rethink my purchase.

If you don’t offer these yet, think about getting them on before Christmas shopping really kicks off. Those who shop via mobile will love you for it.

 

Create a Gifting Experience

If people are buying gifts and sending them directly to the people getting them, having the option to have something gift wrapped is brilliant. Also including the option to include a gift receipt and keep invoices out of the delivery is great too.

Gift wrapping creates a great impression not only for you as the retailer but for the person getting the parcel and for the person that bought it.

A few years back when I was still in New Zealand, I bought some gifts from Harvey Nichols and had them gifted wrapped and sent as Christmas gifts to my sisters. I was blown away by how easy it was and when I got a chance to see what had been delivered, I was amazed. My sisters loved it and whenever I need to send a gift to someone and want them to have an incredible opening experience, they’re my go-to.

Having this as an option can help you stand out in the crowd, and it is also a great upsell opportunity.

 

Together they Create an Exceptional Experience

Having all or some of these will help give your customers a great shopping experience. The easier it is for them to do what it is they want, the more likely they are to do it.

And if you’re not sure where to start with these things, reach out to us. We’re here to help and our Experience team have a bag full of tricks to give you the edge.


Want more people to see what you’ve got to sell? Google can help for free

So, it is almost an unavoidable fact that when people are on the hunt for something the first place they go is the internet. Whether it be on their mobile or via a desktop connection, they’re hitting a search engine to see if they can find what it is they’re looking for.

And in most cases, that search engine is Google.

The challenge for you as a retailer is to make sure that your product can be found when people start looking for it.

Well, we have some good news. Google is making it easier for you to do this and the even better news is that it is free.

 

Welcome to the Google Merchant Center

Google Merchant Center helps you get your shop and product info into Google and make it available to shoppers across Google. That means that everything about your shops and products is available to customers when they search on a Google property.

By adding your products to Google for free you’ll get it in front of shoppers who are using the Shopping tab, Google Search, and Google Image Search. And if you choose to, you’re also able to promote your products with ads later that can boost the traffic to your online store.

 

 

Getting Started is Easy

The team at Google have made it easy for you to get started with a full onboarding guide on the Merchant Center website and by creating this handy infographic that gives you the full breakdown in an easy-to-read format. Click the image below to open a full copy of the infographic that you can also save a copy of, so you've always got it handy.

 

You can also get to the infographic here

 

Making the Most of the Increased Traffic

Now that you’re set up and your products are featuring across Google, you want to make sure that you’re offering the best experience to those that visit your website.

Is it easy for people to find the information they need? Are they able to find answers to any questions they might have through FAQ’s or via live chat? Is the checkout seamless and does it offer all the payment options that people are looking for?

If the answer to those questions is maybe or we’re not sure, then the Experience team at Eclipse are here to help. This team of experts make sure that your website is offering the best possible experience to your customers so that you don’t miss out on any opportunity.

It’s as easy as just reaching out to us and having a chat. We can take a look at what you’re working with and see what can and should be done to enhance the experience for your customers.


Lessons on Customer Experience from Giant Brands

We talk about customer experience a bunch at Eclipse and it is with good reason. It is the thing that makes you stand out from your competitors, and it is the thing that makes the biggest difference to consumers.

To be clear, we’re not talking about customer service. That is a different thing that plays into the customer experience. We talked about this more in a previous blog 'Are you confusing Customer Experience with Customer Service?'. What we’re talking about is the end-to-end customer journey and all the things that you and your brand do that make you stand out, build loyalty, and make people come back time and time again.

 

Learning from Others

We’ve covered customer experience from the angle of what the customer wants but today we’re taking a slightly different angle. One of the best ways to get better at what you do is to look at what others are doing for inspiration.

So, we’ve looked at some of the giant brands out there that people praise for their customer experience and brought you the best of what they’re doing to help inspire you when it comes to creating your customer experience strategy.

 

Tesla

These guys have built a customer base of fans and they have an incredible reputation. Their NPS is 96 and if you’ve ever talked to anyone who owns one, they have very probably tried to convince you to buy one yourself.

So, what have they done that we can learn from? The very first thing they did was start a movement for their brand. It was something that people could believe in and as I have often quoted in the past ‘People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe’

They set their mission to ‘accelerate the world’s transition to sustainable energy.’ It underpins what they do and how they talk about themselves and if you share that as a value, you’re drawn to get involved.

You might be thinking that this isn’t an ‘experience’ but the reason it is important is that it talks to the brand. Brand and customer experience are intrinsically linked. Most often the first time someone engages with you is through brand discovery, which is the very start of the customer journey. And as we mentioned before, customer experience is about the entire journey end-to-end.

This was a big move that drew in a lot of love from people but the biggest impact they’ve had on customer experience is around how they’re selling the cars to start with. They totally removed friction and turned the way that cars are sold on its head.

Had you told someone 15 years ago that you’d be buying your car online without having to go anywhere near a dealership you’d have been told you’re dreaming but guess what, that is exactly what Tesla did.

The “traditional” sales experience is one of the biggest frictions or annoyances in the car buying journey for customers, so they removed it. You can apply the same lesson to almost any other industry– if you want to differentiate your offering, look for the typical frictions that customers face in your industry and find a way to solve them.

 

Ralph Lauren

If you’ve ever had any exposure to their brand, you know that it creates a lifestyle for their customer base and much like Tesla, their customers are strong advocates for them.

The lessons we can learn here is around what they’ve done to shift and create a digital evolution of their customer experience. Much like everyone else in the fashion industry, the pandemic changed what they did and forced them to have to step up and step up they did.

They have done such a great job with this that Gartner Digital IQ Index recently recognised Ralph Lauren as the No. 5 luxury brand in digital, citing its robust mobile features and connected retail programs.

One of the driving principles of their reinvention was the willingness to learn and evolve. For anyone who wants to step up their customer experience game and genuinely build something that people are going to gravitate to, they need to be open to doing the same.

Ralph Lauren evaluated the brand’s digital presence to identify potential friction points in the customer journey and to find new ways to improve the experience.

Those insights inspired several performance-boosting user experience (UX) enhancements. They included more detailed category filters, a simplified checkout flow and important app updates, including improved navigation and clearer presentation of product details. These changes, which put more focus on product discovery, helped the company grow mobile orders by 34%.

It might sound obvious but if you really want to build that customer experience that customers are going to love, you should probably ask them what they want.

Another thing we can take from them is how they’ve adapted the way they tell their story.

For a brand that has prioritised cinematic lifestyle storytelling across every aspect of commerce and marketing, beginning with in-store experiences and print advertising, they have been faced with the challenge of how can you do the same thing in a way that the new consumer cares about?

In the age of digital, they quickly adapted and expanded this vision to its online experiences. This approach guided Ralph Lauren to build an elevated mobile storefront that mirrors how the company tells its story on other channels.

Because the customer experience covers the buyers’ journey, beginning to end, you must make sure you’re covering all the bases. You need to be where the customers are, offering that seamless experience, to the same level, whatever the delivery method.

 

Amazon

Surely, it’s no surprise that Amazon is being talked about when it comes to customer experience. The shopping experience they offer is pretty much unrivalled and is central to their enormous success.

One of the biggest customer experience levers they’ve firmly got in their grasp is convenience but that isn’t what we’re going to be talking about here.

The lesson we’re taking from them is a surprisingly simple one: Amazon excels at making it crystal clear what will happen when you click that button.

One of the biggest inhibitors to driving conversion is leaving customers with doubts or questions. Any chance to stop and think or creation of the need to go on the hunt for information is the opportunity for a change of mind or a quick duck out of the process.

As a result, you can go about cutting down friction in a consumer’s decision-making process by giving them all the information they need, at a glance, easing them towards conversion.

When you fail to explain things like delivery times, cost of shipping, how to track orders and what to do if you need to return something, you are putting blockers in the way of conversion.

 

The Lessons Learnt

So, to summarise the key learnings from those giant brands:

  • Create something that people can believe in and want to be a part of
  • Look for friction in the ‘normal’ way of doing things and remove it
  • Open yourself up and be willing to learn and evolve
  • Adapt the way you tell your story for a new audience
  • Give consumers the information they need and want in the easiest way possible
  • Remove doubt and make the customer experience seamless

 

Putting these Lessons into Action

Now that you’ve got some inspiration, you’ve got to decide how important these things are to you and how you can work them into your strategy.

That is where we come in. At Eclipse we’ve got an incredibly talented, multi-award-winning bunch of people ready to help you and your business. Our Experience team are experts at this stuff and can guide you or offer advice and answer questions that you might have. All you need to do is reach out and talk to us.

There’s not much that can’t be solved with a few cups of tea, some bright people and a (currently virtual) whiteboard.


Are You Ready to Meet the Needs of the Post-Pandemic Consumer?

The one thing I am sure we can all agree on is that the pandemic has changed a lot of things, in a lot of ways and by all accounts, a fair chunk of these changes are here to stay.

And we as consumers have been front and centre for most of them. Consumer habits have changed over the years and are always changing with the times, but the pandemic kind of put a rocket behind the shift and moved us all along at a rather rapid pace.

As a result, a whole bunch of us have realised the conveniences that came with some of them and we’ve decided, we’re not going back.

The challenge for retailers is to meet these new habits, which have become expectations, so they’re able to continue to create awesome experiences and grow their business with existing and new customers.

 

What are these new shopping habits?

The team at Shopify commissioned a study with over 1,000 UK shoppers to find out just how much has changed and they put them together in their new report ‘New Shopping Behaviours in Post-Pandemic UK

We’ve taken a look at the report and pulled together the key insights that will give you an idea of the kinds of things you need to take note of.

We’d encourage you to head over and download a copy for yourself. There are stacks of stats in it and it’ll be a great reference as you build your strategy for the rest of 2021 and into 2022.

 

The 3 key things you should know

At the top of the report, Shopify called out 3 key things that you need to really pay attention to. These are what we've put our focus on but the report has lost of information that sits behind them. Make sure you grab yourself a copy.

 

  1. Online shopping is here to stay, but shopping in physical retail locations will return.

It was almost inevitable that as shops started to open again, people would want to get back out and into them but their purpose in the overall buyers’ journey has changed.

For the most part, they’re being seen as ‘distribution hubs’. The concept of heading out and wandering around stores seems to be fading fast. The demand for hybrid fulfilment options like local pickup and delivery is increasing.

Another indicator of this is that consumers are doing more and more research before they visit a physical store. The research found that 47% of consumers plan to check the availability of inventory, at their local store, in advance.

Giving people the ability to do this, much like Ikea has on their site, is going to give you the edge over your competitors. The consumer wants to know that if they’re leaving their house, they’re going to get what they want. If they can’t, they’ll order it from someone who can get it to them with the least amount of effort on their part.

The consumer is willing to exchange an immediate collection of products for convenient, fast, friction-free delivery. This is why so many of us default to Amazon.

 

  1. Shopping local is top of mind for consumers.

This particular stat gives me a warm fuzzy feeling. I have personally been an advocate of the shop local and shop independent movement for years and the pandemic has given us all the same idea.

In the research, 51% of consumers indicated that they expect to shop locally more often post-pandemic than they did before with the top reasons for this change being convenience, supporting local business owners and proximity – which 68% of consumers said is an important factor when making a purchase decision.

If you’re able to combine this sentiment with the ability to check store stock online and offer a hybrid collect in-store and delivery model, you’ll be cooking with gas.

And this doesn’t mean that if you’re a larger retailer you’re going to miss out. For many, shop local means ‘within my area’ (in fact, 59% consider it to mean that) and if you happen to have a store that falls into that category, offering the same conveniences will stand you in good stead.

 

  1. Post-pandemic shopping habits and behaviours are set to change.

As we know, the one constant in life is change and things are set to continue to change beyond those habits mentioned above.

Cash is on the decline, after most places refusing to accept it during the pandemic, and demand for contactless payment options are increasing rapidly. 70% of consumers indicated that this was an important factor to them.

With this is the rise of the mobile wallet and having the ability to accept Apple and Google pay is so important, and not just in-store. People have adopted this way of paying because it is so easy for them. If your online store doesn’t offer it yet, it needs to be on your list of things to implement sooner rather than later.

Another thing that people indicated as high on their list as part of returning to stores was their need for health and safety measure to stay in place. 63% indicated that they’re still in favour of masks being worn and social distancing to remain in place.

 

Next Steps

The first thing we recommend you do is head over and download the report. There is a lot of detail that sits behind this information, and it is packed with nuggets of pure gold that’ll help you make changes where it matters.

Then it is time to start figuring out where and how these changes need to be made. This is where Eclipse comes in. We can help you develop it into a strategy that we can then help you implement. Our team are ready when you are to jump into the challenge. You just need to reach out to us and get the ball rolling.


Are you Confusing Customer Experience with Customer Service?

Customer service and customer experience are two terms that are constantly getting thrown around in business, but do you know exactly what they mean? The phrases are often used interchangeably and, in some cases, thought to be the same thing, but in reality, they are different.

To try and put it simply, customer service is one part of the overall customer experience.

Customer experience is the journey a customer takes with your brand, from gaining initial awareness to post-purchase care and support. Customer service, on the other hand, refers to a single instance when a customer reaches out for help and support during this journey.

What is important to understand is that both are equally as important when it comes to the success of your business. You can’t do one well without the other, which is why it’s so important to understand what they are and how they are different.

 

The Customer Experience

Like we said up above, the customer experience, often abbreviated to CX, is the entire journey a customer takes with your business. It is one of the things that allows you to stand out from your competitors and make you and your brand shine. And for a lot of customers, it can make or break their chances of buying from you again or referring you to their friends, family or extended networks on social media.

It’s so important that from a survey SuperOffice ran with business professionals they discovered that customers spend 140% more and remain loyal for up to 6 years when they rate a company highly for customer experience.

‍Customer experience always involves all the different customer interaction points you have on offer. It covers things like your website and your eCommerce store, your social media channels, any kind of live or video chatyou might offer, and even your in-store experience (if you have storefronts).

The key to creating an awesome customer experience, which is something we should all be trying to do, is to make sure all the different points where a customer interacts with your brand are linked up, easy to use and offer the same level of attentiveness and care. Making things seamless and convenient will pay for itself countless times over.

Offering the ability for customers to jump between channels like from your social media to your website to onto live chat, as part of an omnichannel customer experience is vital.

 

Customer Service

Where it might be hard to come up with an example of customer experience, we can all come up with an example of customer service, be that good or bad, pretty quickly.

Like we mentioned up above, customer service a single instance when a customer reaches out for help and support during their journey, be that at the beginning, middle, end or even post-purchase.

And because customer service makes up one part of the customer experience, providing good customer service is essential to providing a good overall customer experience.

Getting this wrong can be an expensive mistake. Consumers are 2 times more likely to share their bad customer service experiences than their good ones and 82% of customers have ceased business with a company because of poor customer service.

And if you think you have it right, it is always best to triple check that you have. In a survey undertaken by Bain & Company, they found that 80% of companies say they deliver “superior” customer service. When the same question is asked to customers, only 8% of people think these same companies are really delivering.

So, what can you do to get these two right?

Although they’re part of the same journey, the tactics are a little different. The biggest thing to note is that for the most part, customer experience is proactive and customer service is reactive.

That doesn’t mean you shouldn’t be prepared to deliver the best possible customer service at any given time by having processes in place and being timely with responses.

The one thing I can tell you from personal experience is that no communication is way worse than communication that sends the update that there is no update. People hate being left in the dark and letting them know that someone is thinking about or doing something to resolve their issue is worth its weight in that proverbial gold.

We’ve found a few tips that will help you not only develop a great customer experience but tie in customer service and make them both shine.

 

Develop a relationship mindset, not just a transactional one.

You want to be creating relationships with your customers and not look at things as a series of separate interactions that just happen to take place.

This means keeping track of what they’re doing with you and tools like Zendesk and Hootsuite can work well together and bring everything into a single place and when linked with customer purchasing and browsing history you can create a solid profile of who your customers are and the types of experiences that resonate with them.

 

Follow the data and the money will follow.

And following on nicely from that is another great tip. Customer experience is strategic, not tactical, you need to know where the value is coming from, and where you’re throwing good money after bad.

If you know what makes your existing customers both tick and run away, you can optimise to do more of what they like and less of what they hate without the need to just rely on instinct.

Invest in good data with things like user testing, A/B testing and keeping a record as we mentioned above and you’ll for sure get better and what you do.

 

Close the loop between customer service and customer experience and learn from it.

Customer service shouldn’t be a dead-end or an island unto itself. Develop feedback loops between customer service and other key departments. Every single customer service interaction is an opportunity to learn and improve and do better.

If you’re just sticking the information somewhere and patting yourself on the back for a job well done, you’re literally hiding gold. Don’t do that. Share it around and find ways to make sure it doesn’t happen again.

 

Need some help with either?

If you’ve read this and gone ‘that’s great but where do I start?’ you’re bound to not be the only one.

The answer is to come talk to us. We have a team of experts in our Experience team that do this stuff for a living, and they love nothing more than being able to share their wisdom with others.

When you reach out to us, we can have a chat about your goals or frustrations and make a plan to fix them, achieve them or absolutely smash them out of the park. Just know we’re here when you need us.