Shopper Marketing - June 2017 - 150
Wal-Mart also invested more than $3 billion to acquire Jet.com and ShoeBuy.com, to
compete with Amazon and Zappos. Jet.com's Kerrie Lopez, senior manager, Fresh Category Management, shares some insight on best practices in e-commerce:
Q. How should manufacturers and retailers approach goal-setting for e-commerce?
A. E-commerce brings a wealth of data and technology, and it can sometimes be very
overwhelming. Keep your goals simple and focused on time-bound results.
Q. What do you anticipate will challenge e-tail over the next five years?
A. For one, perfecting the omnichannel delivery experience - from data through strategy and execution. Second, building credibility and trust with customers to move more
grocery sales online, and also effectively collecting and using data for personalization.
Q. With a "limitless shelf" and the need to rewire go-to-market strategies, how can
brands and retailers shift from a push to a pull strategy?
A. Personalizing the customer experience with recommendations. In an increasingly
competitive landscape where customers demand more convenience and control, the
brands that strive to guess what a customer is looking for before he/she even realizes
Q. What are some of the keys to shopper engagement online?
A. Optimizing your browse and search capabilities to reduce friction is key - a seamless and consistent interaction with your website will retain customers in the long run.
Site analytics and competitor data is at the core of this exercise. Constantly find opportunities to surprise and delight your customers. At Jet, we believe in "tiny touchpoints"
as critical components to win over the hearts of customers, and ultimately, their whole
network of family/friends.
Q. What do you think shoppers want the most of out of their e-commerce
A. They want to be empowered. This manifests itself in two main ways: convenience
Q. What do you think frustrates shoppers the most when shopping online?
A. When we waste their time, for example browsing out-of-stock products, the inability
to find what they want quickly/easily, a poor checkout experience, hidden fees, etc.
Q. How can your relationship with the CPG industry be improved?
A. Online retail can take cues from traditional brick-and-mortar strategies but it is very
far from the same. Our most successful CPG partners are those that realize this and
can be open and flexible to testing and learning with us.