As a B2B content writer, I’m often tasked with delving into reports, and I’ve been known to dip back into B2C. I did that recently working on a large e-commerce project, analysing everything from website functions to brand positioning in the UK e-commerce landscape, following my report into the state of play in the USA.
The difference was striking! Over-the-pond, my layman’s take was that shopping as an experience is clearer and cannier with discounts, perks, and rewards for the consumer, and benefits for the brands. In my analysis here, the brands that shone were the ones that did the most for the customer.
And it’s not in the bells and whistles. It’s in the basics. Browsing hundreds of sites, I appreciated the simplicity of finding the customer portal in a snap, I gave a ‘hurrah’ when I could easily access a sizing guide or saw something genuinely unique or customer focused. By thinking like a consumer for everything from shoes and bags to kitchens and drill bits, I feel confident giving some of my opinions on what’s needed.
Sustainability content
Brands with sustainable or ethical practices can highlight these values through dedicated content, giving customers an inside look at production processes or ethical sourcing practices, which strengthens brand loyalty and really matters. Even a BCorp status is well worth reiterating on product pages. When I spotted this content, it felt refreshing.
Printerless / boxless returns
Most customers find it inconvenient to print return labels or go through the hassle of repackaging items. I saw this in so many FAQ pages. It’s clear many people really want a way to streamline this process.
You’d be surprised by the amount of brands who don’t offer printerless returns, where customers simply show a QR code at a designated return point, or boxless returns, where items are collected without needing the original packaging. Making returns hassle-free could elevate customer satisfaction and retention and probably cut back on support calls.
Gift cards for more than just gifts
A few retailers allow funds to be reloaded on gift cards when it comes to refunds, but few provide any real incentive for customers to choose it, despite it being in the brand’s interest. Encouraging customers to opt for a gift card refund rather than cash can be a powerful way to retain revenue.
Incentives—such as adding a bonus amount to the gift card or offering exclusive discounts on future purchases, free tracking on delivery or next day services could make customers more inclined to select a gift card over a traditional refund.
Diverse models and User-Generated Content (UGC)
Using models of different shapes, sizes, and demographics and featuring UGC photos helps customers see products in real-life contexts. After looking at hundreds of shops, I noticed that the brands that stood out were the ones with real authenticity in their approach, and they used diverse shapes and real images. Long may it continue!
Real-Time return tracking
While order tracking is a standard delivery feature, it’s often missing regarding returns. You’d be surprised how many retailers don’t say when a return will be processed, so the consumer wonders when that money will be with them.
This is tricky with multiple carriers, but real-time return tracking from the moment a return is initiated until the refund is issued seems like a tool that could build customer trust and provide peace of mind.
These are my opinions as a writer and, indeed, a keen shopper. While my browsing history is now littered with all sorts, and my grandchildren’s grandchildren will be retargeted by the brands I’ve seen, I’m excited about where we are headed. AI, style guides, virtual try-ons, and so much more…It’s a great time to be a consumer but a better time to be a brand.
