Ashley Lockridge says, “By now you’ve all seen the headlines about the burgeoning success of eCommerce compared to the relatively drastic decline in transactions for brick-and-mortar stores during the holiday season. ComScore data showed desktop online sales in the last two months of 2016 rose 12%, and are expected to rise to 16-19% once the mobile commerce numbers are tallied.

This steady downward trend for brick-and-mortars has been caused by a variety of factors. Amazon has carved out a desire for free, fast shipping and one-stop shopping. The rise of “fast-fashion” pushes consumers to buy mass-produced and cheap clothing that is easiest to replicate online, and the wide-spread usability of eCommerce and mCommerce sites make the experience of online shopping hassle free.

Many organizations have relied on the in-store experience to garner loyalty, so now the question is how to achieve that same experience in the digital realm as foot traffic to stores falls to all-time lows.  The answer lies in understanding your users and tailoring content, not just products, within your communications”.

2017: Why content is the queen of eCommerce

‘Experian Marketing Forward’ Blog

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