Every business, by definition, has a main goal: increase profit. In our increasingly technological world, we keep finding new ways to do so. Technology can decrease costs through automation, reduced redundancy, and freeing workforce time for better utilization. It can also take on the second half of the profit equation and increase revenue by driving consumers to your brand.
Tech in business and eCommerce can be used as a trigger to influence consumer behavior and drive revenue growth. Ten years ago, people purchased groceries by going to the store, buying the food, paying for it, then taking it back home. Come 2012, Instacart came into existence. Users can now buy food from their phone and even have it delivered to their door without even grabbing their keys. With the present COVID-19 situation, Instacart is booming, and many brick-and-mortar shops are developing their own delivery apps and online ordering services. This isn’t necessarily because businesses want to copy Instacart, though. It is driven by the behaviors of consumers themselves, who expect to have the ease of access Instacart opened to us all, and the opportunity to increase profit and create stronger revenue streams.
But as with everything, there is a catch. Take Rochester, NY-based Wegmans. In early 2020 they launched a mobile app allowing curbside pickup and food delivery, clearly imitating Instacart, Shipt, and others. Overall, their results seemed lackluster. Users did not find the application intuitive and were unhappy with search term availability, among other complaints and grievances.
In order to have effective technological strategies, your apps, interfaces, and products must align with your target segments’ expectations over time. Only when this alignment happens will you see your tech resources used effectively and efficiently.
In the US there are over 275 million smartphone users. This mobile use represents over 70% of US internet traffic today. Almost every industry has somehow integrated these technologies into regular consumer interactions. Efficient use, however, will hinge on how your consumer expects to utilize it. For your specific market (especially millennial groups), consumers may be interested in and heavy users of apps. For others, desktop websites might be the better options even though eCommerce apps are increasing drastically in popularity.
Finding demographic and psychographic trends in your users is key. An older, more educated user base may be more receptive to a well-designed web page instead of an app. Younger, affluent generations may expect both.
You cannot assume your new technology will be automatically picked up by users, no matter how well aligned it is. Even if the demand for better technology exists for your business, many consumers will need to be guided to it, and potentially taught how to use it. Interactive guides for first-time users can ease this transition by showing where to click, tap, or enter information into a potentially confusing interface.
It should also be noted that consumers will often utilize a website before downloading and using an app. This can be a valuable training ground for consumer interaction and integration to mobile technologies.
Consumers who utilize your technology and find that it makes their interactions simpler and more frequent can become advocates for your brand. When your target segments become your business ambassadors, growth can be exponential.
Every application, interface, and platform needs to evolve over time. Keeping up with the latest technological advances will keep your eCommerce pages relevant and enhance user satisfaction.
When it comes to developing, implementing, or evolving your technological presence, Falcn Lab can help you along the way. As your technology partner, we bridge the gaps between web development, mobile and website design, app development, as well as maintenance and support for all your business technology needs.