The e-commerce battle
In 2016, a huge 53% of global internet users made online purchases. With Statista expecting this figure to rise, it’s no surprise that e-commerce organisations are in fierce competition to reach these users and stand out. As our digital world has become home to an e-commerce battlefield, it is imperative that organisations continuously invent new, creative and unique ways to come out on top.
ASOS is the latest retailer to take their digital efforts to the next level. With 66% of ASOS’ traffic coming through mobile devices and 51% of all their orders placed being via mobile, they’re focusing efforts on their app - revolutionising search through the launch of its visual spotlight search option.
This new feature allows customers to upload any photo they may have photographed themselves or screen grabbed from their favourite celebrities on Instagram. ASOS then filters their products and presents the customer with products that are of a similar nature. It’s the e-commerce next step from google image search.
Richard Jones, Head of Product and UX at ASOS, explained to Forbes, ‘If you know what you want, you can quite simply get to what you’re looking for…If you’re not quite sure what you want, or you’ve seen something that’s inspired you, visual search is designed to kickstart that discovery’. Highlighting how this search feature can be used at all stages of the customer journey.
It’s a smart strategy for ASOS as 70% of UK ASOS orders are now placed via a mobile device, it’s quicker to search products for a generation that craves instant gratification and as 45% of customers usually include search engines within their search behaviour, it cuts out any consideration of competitors.
As the battle between e-commerce continues to intensify due to more customers continue to purchase online, it’s not just ASOS that are turning their attention towards visual search. Ebay are currently in the processes of creating their own version, which is predicted to launch later this year.
One thing is clear; to stay relevant in the world of e-commerce you either need keep up with the Joneses or BE the Joneses. Ask yourself: what advances are MY company making to either assist or augment the customer journey?
In need of creative e-commerce ideas to stay ahead of your competitors, or assistance in making your ideas come to life? Contact us at: hello@fpengage.co.uk or call 07966 476631.