The shopping experience has changed enormously over the last decade. The huge shift from high street to online shopping has changed the retail experience and with that, customer expectations. Convenience, speed and clear pricing are some of the most important factors for online retailers to focus on in order to attract and keep customers, particularly parents, who have very little time, are price conscious and often know exactly what they need, even down to the brand. 

Parents are leading the way with online shopping

Online shopping is particularly valuable for parents as it’s far easier to shop from home while the kids are settled or gone to bed, than it is to go through the process of getting the children ready to go to the store, which can be stressful and time-consuming. This is also inconvenient given the frequency at which they need to shop. 

Statistics show that parents are definitely leading the way when it comes to online shopping. According to much, parents are spending nearly 7 hours a week searching for and making purchases compared to 4 hours for non-parents, and spending 61% more time online in general than non-parents. Ecommerce is now so valuable and ingrained into the lives of many parents that over half say that they could not live without online shopping.

Convenience is key

There is no doubt that convenience has been the number one reason behind the success of ecommerce. Consumers want faster deliveries, meaning that retailers who offer one day delivery definitely have the edge, particularly when combined with lower prices. Value and delivery speed are paramount to consumer needs, and the online retailers that can offer that such as Amazon, Argos and some leading supermarkets are dominating the market as a result. states that 53% of parents shop at an online marketplace and are more likely to shop with these leading online brands, and parents with new-borns and toddlers, particularly Mothers on maternity leave, find it much more convenient to shop from home.

Retailers are more on consumers’ minds

The advent of push notifications mean that online retailers can command customer attention much more effectively than email notifications. The timing of the notifications is another factor, according to much parents are twice as likely to make purchases online after consuming alcohol, so evening and weekends are highly favourable. 

Whereas email promotions were once more often than not relegated to the spam folder, push notifications can bring updates, sales and promotions to consumers minds in a way that is hard to ignore. Mobile applications are also an increasingly valuable tool for reaching customers as well as providing a convenient shopping experience. The presence of a retail app on a customer’s phone keeps that particular brand in mind as an option even when customers aren’t shopping.

The growth of personalisation

Consumers seek a personally relevant shopping experience and to connect with brands, and technology is making marketing techniques such as personalisation a standard thing in order to build a loyal customer base. Ecommerce sites need to adapt to these new standards, meaning that providing their services on the channels where online customers spend most of their time and have the most access to is a focus. Customers are connecting with brands primarily through social media sites such as Facebook, Twitter, Pinterest and Instagram. Therefore, ecommerce sites need to use these platforms to connect with customers.



Article source:  Katlyn Eriksen