Fast adoption of the internet and the rapid evolution of mobile devices has changed most aspects of daily living but when it comes to how consumers purchase goods, the changes were seismic. Online shopping has risen in popularity and demand was supercharged during the COVID-19 shutdowns. Preferences for online shopping have grown considerably with 43% of consumers in the United States preferring a virtual experience to traditional bricks and mortar commerce (Statista). Even within e-commerce, different avenues, or channels, have formed and consumers now have ample options and methods to acquire goods and services they demand. For SMBs, creating omnichannel opportunities is essential as more consumers opt for online shopping experiences. Omnichannel initiatives may also increase transactions as many methods can be combined with marketing messages that speed up the buying decision process. With more people online and accessing the internet, it is critical for SMBs to fully capitalize on potential conveniences that can drive business and opportunities to increase brand awareness and transactions.
Mobile Devices Dominate the Tech Landscape
Mobile devices, such as smartphones or tablets, are being adopted at a very fast rate and usage continues to explode year after year. Consumers are also using their mobile devices more frequently for daily tasks, including shopping. In 2023, 8% of total retail sales in the United States were generated on a mobile device (Statista) and that number is forecasted to surpass 10% by 2025. This suggests a growing preference to mobile shopping and it is critical for SMBs to ensure their mobile presence is optimized and functional. Brand websites that are formatted for mobile devices will deliver an easier and more accessible experience for customers and potential customers. On-demand information and purchasing can increase conversions as consumers seek out those high velocity conveniences. SMBs that do not have the resources to maintain their own app can easily optimize websites for mobile use and fine tune the purchasing process for that particular technology. Mobile and online portals and offerings can be cross promoted through other channels and bricks and mortar locations to build awareness and traffic through the mobile avenue.
Selling Within Social Media
Social media marketing and engagement are key tools for SMBs to build brand awareness and should be looked upon as ecosystems in their own right. Users of social media platforms can spend large amounts of time engaging in regular online tasks but within the platform’s environment. For SMBs, it is essential to go beyond the basic profile or business page to capitalize on users within the ecosystem. SMBs can offer full ecommerce shops, including customer service and purchasing functionality, within their social media pages. Eliminating the need to ‘click out’ to another site will improve the experience for the user and potentially increase positive buying decisions with the added convenience. Transacting and engaging customers on social media platforms can quickly increase brand presence and reputations as users can quickly evaluate and publicize their experiences through posting, comments and reviews. Social media ‘selling’ should be highly considered as an additional channel for customers to access the businesses products and customer service.
Making it Work Together
One of the key factors for success in omnichannel initiatives is consistency. All methods of accessibility must appear seamless and connected to the business. Even simple elements such as brand color schemes and logos must be considered when designing additional outlets. Potential customers looking for conveniences should be able to switch between channels easily if unable or unwilling to continue through the current method. Platforms should be updated and optimized frequently with pricing or product changes and additions as well as to keep functionality and speed at a high level. Omnichannel initiatives are meant to offer the utmost convenience and accessibility to current and potential customers and creating a strategy with consistent execution is required to acquire new customers through other channels and to maintain the technology behind the methods of access.
The Bottom Line
Rapid adoption and evolution of mobile technology and online services is changing the way consumers shop for goods and services. Customer facing SMBs should take note of those shifting preferences and explore other ways to make their product or service more accessible. Mobile website optimization and accessibility is critical as more people turn their smartphones for daily living tasks. Employing a social media strategy as a sales tool will capture the ever growing social media audiences that prefer to transact within the environment. Omnichannel can also drive customer engagement with more opportunities to build brand awareness across the different platforms and technologies. Even the smallest business can realize benefits by increasing access to their products and services through other channels.