Online retailers today face the challenge of standing out in an increasingly competitive market – unless they have specialized in a very specific niche. So, how can they differentiate themselves from the competition and capture the attention of consumers? ECC KÖLN and Riverty have investigated exactly this question.
Their study shows that emotional customer engagement and compelling product presentations—aka visualization—are key success factors for thriving in e-commerce. Only those who manage to present products appealingly and emotionally can build long-term trust and loyalty with their customers.
The influence of appealing product images is especially noticeable among 18- to 29-year-olds: 54 percent of them stated that high-quality images were crucial for their most recent online purchase decision. These images don’t necessarily have to come from the retailer’s website. Over a third of this age group actively searches for additional images and videos of the desired product on other platforms to gain a more comprehensive visualization.
In general, consumers place a high value on visualization. For 42 percent of all respondents, high-quality images and videos are a significant factor in deciding to purchase from a retailer. While complete product descriptions are now considered a basic requirement, creativity is increasingly needed to stand out from the crowd. This is particularly challenging as younger audiences still expect informative (65 percent) and factually accurate (58 percent) texts. It becomes clear that a successful combination of emotional imagery and well-founded product information is the key to success.
Images that Tell Stories
When it comes to product presentation, younger consumers, in particular, are open to creative approaches. Only 46 percent of 18- to 29-year-olds prioritize purely informative displays, and factual accuracy is only a key criterion for about a third. Many in this age group prefer images that tell a story (27 percent) or are presented in a creative way (18 percent).
For retailers, this means that it pays to go beyond pure information in visualization and incorporate emotional and creative elements. After all, younger customers want to be visually engaged and inspired.
Don’t Overlook Presence on External Platforms
Despite the importance of their own website, e-commerce retailers should not overlook the significance of being present on external platforms. After all, 73 percent of consumers compare prices before making a purchase, and many also rely on reviews and customer feedback. Retailers who are not well represented on these platforms risk losing potential buyers to the competition.
Positive Experiences Strengthen Customer Loyalty
Another finding of the study is that positive shopping experiences lead to much stronger customer loyalty. Almost half of the surveyed customers would be willing to accept higher prices from a preferred retailer, even if cheaper alternatives are available. Additionally, satisfied customers tend to overlook minor issues with product descriptions or presentations. For retailers, this means that building trust and delivering an outstanding shopping experience is essential for long-term success.
You can download the corresponding study for free from IFH Köln.