Brick-and-mortar stores may be reopening, but here’s the real question: will shoppers come back to them?
E-Marketer says that many of our new online shopping habits are likely here to stay. Here’s the CLIKK Notes:
- A study from Morning Consult found that only 35% of U.S. adults are comfortable going to a mall (as of early June).
- New baselines for mobile commerce and click-and-collect rates will be higher than pre-pandemic rates. For one big example: according to Business Insider Intelligence, at least 40% of digital grocery shoppers (using Instacart etc.) during the pandemic had never tried those apps before AND 68% of those new customers will be using it/them again.
- E-Marketer predicts a 60.4% increase in curbside and click-and-collect sales for 2020 — which would be $22 billion higher than 2019.
- Data from Adjust and Liftoff showed that the price to acquire a mobile-app user who made a purchase dropped 50.6% globally and 75.2% in the United States.
theCLIKK’s Take: Removing friction from the customer’s path to purchase has always been smart, but it’s never been more important than now. You should re-examine a lot of details along that customer path, even if (perhaps especially if) you’ve not touched them in a while. Nothing is too small: things like shipping costs, delivery options, and return policies can make a difference.
Just as important (and don’t say “duh”), mobile commerce is critical. If you’re using Shopify, as so many e-com stores are, here’s what they offer to make your storefront mobile-friendly.