Total US retail sales are expected to grow to over $5.5 trillion this year according to eMarketer, with on-line and mobile sales representing only about 11% of this figure. Despite the historically predicted demise of brick and mortar stores, they clearly continue to be doing something right!
When I go to my favorite local running store, Marathon Sports, I am instantly greeted by a knowledgeable and friendly sales associate who is prepared to help me find the right sneakers that will be perfectly suited to my physiology and running style. She is personal, informative and helpful. In some cases I have even been comfortable enough to ask her for any tips to reduce my knee pain that I often experience when running. As I peruse other parts of the store, I am inspired by the pictures of world-class runners on the walls and the vibrant and informative product displays. In addition, I find a fun chalkboard near the entrance intended to share local running events and an invite to join the Marathon Sports Run Club. This is experience-driven commerce in action.
What happens when I go to Marathon Sports’ online store? Just the opposite. I encounter a one-dimensional, impersonal experience that lacks the motivation and excitement that I fell in love with in their brick and mortar store. In fact, if I look at many other e-commerce storefronts, the same impersonal, predictable experience is evident.
E-commerce and marketing professionals certainly understand the value of experience-driven commerce to inspire and engage their buyers on-line. However, their ability to add a content-driven experience to their e-commerce stores is limited by their e-commerce platforms and their companies’ development resources; and Shopify, Marathon Sports’ e-commerce platform, is not the only vendor that lacks the ability for non-technical folks to add this experience without the help of developers. It is a challenge across all e-commerce platforms.
Enter the enterprise-class content management system (CMS). The best e-commerce businesses in the world are tapping into the power of scalable CMSs, integrated with their e-commerce platforms, to make it easy for their e-commerce and marketing teams to rapidly create experience-driven commerce experiences with content (e.g., such as through promotional banners and product teasers, interactive images and videos, user generated content and other types of vendor or third-party driven content). The result is increased engagement with buyers, and greater average revenue per user and average order value. The CMS + commerce platform dream team enables companies to:
- Inspire e-commerce experiences with content.
- Create and deliver personalized experiences to any channel.
- Deliver these inspirational experiences rapidly with no coding required.
See experience-driven commerce in action in this recent webinar, “B2B and B2C Commerce: 3 Strategies to Boost Engagement and Revenue," and learn how companies like L’Oreal, Urban Decay, Carter’s, Belk, Reitmans, Karstadt, Grohe, Geberit and many others are tapping into the power of e-Spirit’s hybrid (headless+) CMS to boost their global e-commerce and in-store revenue.