{"id":120833,"date":"2020-03-10T16:38:52","date_gmt":"2020-03-10T21:38:52","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/uncategorized\/ecommerce-strategies-used-by-cutting-edge-brands\/"},"modified":"2022-06-07T14:46:41","modified_gmt":"2022-06-07T19:46:41","slug":"ecommerce-strategies-used-by-cutting-edge-brands","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/ecommerce-strategies-used-by-cutting-edge-brands\/","title":{"rendered":"What&#8217;s Working in Ecommerce: Strategies Used by 2020\u2019s Most Cutting-Edge Brands"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large largeScreensOnly\"><img decoding=\"async\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2020\/03\/ecommerce-strategies.png\" alt=\"What's Working in Ecommerce: Strategies Used by 2020\u2019s Most Cutting-Edge Brands\" title=\"\"\/><\/figure>\n\n\n\n<p>Ecommerce has been around for a while\u2014so\nhaving an online store is now tablestakes. As we enter 2020, brands are looking\nfor ways to differentiate themselves and increase their customer base, while\nalso fighting off the rising competition and cost of customer acquisition. <\/p>\n\n\n\n<p>The traditional \u201cplaybook\u201d of ecommerce growth\nis as important as ever:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Brands still need a channel strategy. Do they go into marketplaces first, or consider a direct-to-consumer approach? <\/li><li>Brands still need a way to connect with their customers\u2014however they can. Email and social media marketing continue to be important. <\/li><li>More and more people are shopping online. <a href=\"https:\/\/www.bigcommerce.com\/blog\/digital-transformation\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Digital transformation<\/a> is increasingly infiltrating every facet of retail\u2014from B2C, to B2B, to B2B2C. <\/li><li>Customers continue to expect more from their check-out and ordering process. 1- and 2-day shipping is now the norm. <\/li><\/ul>\n\n\n\n<p>But outside of these tried-and-true\nstrategies, there are other avenues that innovative sellers\u2014in particular, new\nbrands and direct-to-consumer retailers\u2014are finding successful. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Checkout Enhancements: One-Click,\nPayment Gateways, and More<\/h2>\n\n\n\n<p>If there\u2019s one thing we know about online\nconsumers, it\u2019s that they like things to be easy. <\/p>\n\n\n\n<p>The revolution of online retail opened up the\nfloodgates to consumers\u2014and now more shoppers than ever are buying online. <\/p>\n\n\n\n<p>With this increase in traffic, however, comes\nan increase in competition. Online retailers need to meet their revenue goals,\nand one factor that often inhibits the sale of items is the number of people\nwho add items to their cart and then never complete checkout. <\/p>\n\n\n\n<p>Cart abandonment is an increasingly\nsignificant problem, so retailers have found a way to decrease the amount of\ntrouble a consumer has to go through in order to complete a purchase. <\/p>\n\n\n\n<p>One way they\u2019re doing this is by using\npersonalization and customization so that their website recognizes a repeat\ncustomer and populates their details in advance\u2014either by having them log into\nthe site, or by entering their phone number or other identifying information. <\/p>\n\n\n\n<p>Another way that retailers are enhancing the\nuser experience of a website is by allowing customers to purchase products\nusing their preferred payment method\u2014going beyond just credit or debit cards.\nNow, retailers have the option of a whole suite of payment methods, ranging\nfrom the Gen-Z favorite Apple Pay, through to Venmo, PayPal, GooglePay, and\nmore. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sustainability: From Sourcing to Fulfillment\nand Beyond<\/h2>\n\n\n\n<p>2019 and 2020 saw the unfortunate demise of some of retail\u2019s most-known brands: Forever21, Kohls, and H&amp;M, to name a few. <\/p>\n\n\n\n<p>They all had one thing in common\u2014they were fast fashion brands. Known to rapidly churn out different styles made out of synthetic materials for the sole sake of \u201ccatching trends,\u201d these clothing items weren\u2019t built to last more than a few wears. <\/p>\n\n\n\n<p>Fast fashion has a severe impact on the environment, with <a href=\"https:\/\/www.nytimes.com\/2019\/09\/03\/books\/review\/how-fast-fashion-is-destroying-the-planet.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">about 85%<\/a> of textile waste in the United States ending up in landfills or incinerated. Due to the nature of the materials, they won\u2019t decay. <\/p>\n\n\n\n<p>The concept of unsustainability spans to more industries than just fashion\u2014<a href=\"https:\/\/www.bbc.com\/future\/article\/20160612-heres-the-truth-about-the-planned-obsolescence-of-tech\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">planned obsolescence<\/a> (building products with the intention of making them need replacing in a seasonal or time-bound manner) has been around since the Great Depression and now is evident in the cars and iPhones we buy. <\/p>\n\n\n\n<p>Consumers are getting wise about this and are\nnow demanding that brands take more sustainable actions. Brands are responding\nby becoming more sustainable in a number of different areas. <\/p>\n\n\n\n<p>Fulfillment is the obvious first choice for\nany sustainability-minded brand. Companies all over the globe are piloting\nannouncements about changes in their packaging\u2014either by opting for a packaging\noption that involves less plastic, or by committing to being completely\nplastic-free in the future. <\/p>\n\n\n\n<p>A lot of brands are also making more\nsustainable choices within their product production by choosing textiles or\nother materials that are fair-trade, organic, or otherwise less harmful to the\nplanet. <\/p>\n\n\n\n<p>And another under-the-radar harbinger of\nsustainability is within the inner operations of a company\u2014by incentivizing\nemployees to carpool, or using recyclable\/composting materials in cafeterias. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Meeting Customers Where They Are:\nSMS, Email, and Chatbots<\/h2>\n\n\n\n<p>Gone are the days of picking up a phone to\ntalk to a customer. <\/p>\n\n\n\n<p>In today\u2019s constantly changing, increasingly digital environment, customers expect brands to connect with them in the ways that are the most convenient for the shopper. This means via texting, <a href=\"https:\/\/www.digitalmarketer.com\/blog\/chatbots-explained\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"on-site chatbots (opens in a new tab)\">on-site chatbots<\/a>, or through traditional email. <\/p>\n\n\n\n<p>The evolving technologies that can plug-in to <a href=\"https:\/\/www.bigcommerce.com\/blog\/ecommerce-platforms\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">ecommerce platforms<\/a> help aid in this communication. Now, merchants on the most common platforms like BigCommerce can simply work with a partner solution to easily add additional communication channels to their storefront. <\/p>\n\n\n\n<p>These services can do more than just aid in <a href=\"https:\/\/www.bigcommerce.com\/blog\/ecommerce-customer-service\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">customer service<\/a>. Some brands are starting to (carefully) use SMS as a marketing channel, alerting subscribers to new product launches, promotions, and more with text messages. <\/p>\n\n\n\n<p>One thing is for certain\u2014as methods of communication between peers continue to evolve, so too will we need to change the way that brands talk to customers. <\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/img1.niftyimages.com\/click\/6y5\/d3xh\/0a7h\" target=\"_blank\" rel=\"noreferrer noopener\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/img1.niftyimages.com\/6y5\/d3xh\/0a7h\" alt=\"\" width=\"600\" height=\"340\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Partner-First Strategies:\nBenefiting from Mutual Customers<\/h2>\n\n\n\n<p>An increasing number of brands are starting to\nrealize that it\u2019s tough to build a community from scratch. <\/p>\n\n\n\n<p>You need to build a product, create buzz\naround it, find the areas where your users are hanging out, and market to them\nin an effective way. <\/p>\n\n\n\n<p>More and more brands are finding success by\npartnering up with other retailers to co-market. <\/p>\n\n\n\n<p>These partnerships can take many different\nforms:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>A discounted package of 2 products,<\/li><li>A simple marketing message swap, or even<\/li><li>A brand-new product created in tandem by the 2 brands. <\/li><\/ol>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"525\" height=\"285\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2020\/03\/Ecommerce-strategies1.jpg\" alt=\"ecommerce strategies of partnerships with ice cream collaboration\" class=\"wp-image-80287\" srcset=\"https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2020\/03\/Ecommerce-strategies1.jpg 525w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2020\/03\/Ecommerce-strategies1-300x163.jpg 300w\" sizes=\"(max-width: 525px) 100vw, 525px\" \/><figcaption><br> In mid-2019, <a href=\"https:\/\/jenis.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Jeni\u2019s Ice Cream<\/a> collaborated with artist Tyler the Creator to create a limited-edition flavor of ice cream.  <\/figcaption><\/figure><\/div>\n\n\n\n<p>Regardless of the type of partnership, we\u2019ll\ndefinitely see more of these types of activations as we move into 2020. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Building a Community:\nNewsletters, Slack Channels, and More<\/h2>\n\n\n\n<p>Brands are constantly searching for the new, modern-day version of \u201ca day at the mall\u201d\u2014where shoppers can gather, converse, learn, and explore new brands. <\/p>\n\n\n\n<p>In every vertical, from cars to fashion to\nbaby accessories, you can find niche groups of consumers who share insights\n(and promo codes), review products, and engage in genuine conversation. <\/p>\n\n\n\n<p>One way for brands to create loyal customers who return to repeat purchases? <a href=\"https:\/\/www.bigcommerce.com\/blog\/online-communities\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Build a community<\/a> where they can continue to interact with your product and other customers long after the purchase has been made. <\/p>\n\n\n\n<p>One brand doing this well is <a href=\"https:\/\/shoprevelry.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Revelry<\/a>. Aside from disrupting the wedding industry by changing the way brides and bridesmaids shop for dresses, they\u2019ve also seen great success by creating a Facebook group where customers can share information about body types and sizing, make notes about the different colors, and\u2014of course\u2014share final photos of their big day. This is also an effective way for the Revelry brand to get their hands on some user-generated content (UGC) to use in advertisements and other forms of media. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">From Bricks to Clicks: Brick-and-Mortar\nStores and Pop-Ups<\/h2>\n\n\n\n<p>Despite the innovations in online communities,\nmarketing channels, and more, some brands are recognizing the value in\nface-to-face interactions with (and between) consumers. <\/p>\n\n\n\n<p>There are a few ways brands are activating\ncustomers in person, and they range from high-cost (opening up a standalone\nstore) through to low-cost (in-person partnerships and activations).<\/p>\n\n\n\n<p>Arguably the most famous example of a successful brick-and-mortar strategy is that of Casper. They started out as a direct-to-consumer, online-only mattress company. After gathering up $239.7 million in funding, in 2018 the brand <a href=\"https:\/\/www.fastcompany.com\/90215671\/bedtime-for-retail-casper-plans-200-stores-as-mattress-firm-mulls-bankruptcy\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">announced the addition<\/a> of 200 retail locations over the next few years. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"600\" height=\"406\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2020\/03\/Ecommerce-strategies2.jpg\" alt=\"Casper used the ecommerce strategies of physical locations\" class=\"wp-image-80286\" srcset=\"https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2020\/03\/Ecommerce-strategies2.jpg 600w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2020\/03\/Ecommerce-strategies2-300x203.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><figcaption>Image source: <a href=\"https:\/\/dreamerybycasper.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Casper Dreamery<\/a> <\/figcaption><\/figure><\/div>\n\n\n\n<p>They also piloted <a href=\"https:\/\/dreamerybycasper.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">The Dreamery<\/a>, where customers can pay to have a 45-minute nap in a Casper bed.<\/p>\n\n\n\n<p>But not all storefronts need to be 200-fold or\nflashy. An easy way for smaller brands to take advantage of in-person sales is\nthrough a pop-up or marketplace\u2014plus, a pop-up could be a great way to gauge\nwhether or not your product fits in a certain marketplace or metro area. <\/p>\n\n\n\n<p>CBD skincare brand <a href=\"https:\/\/labtobeauty.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Lab to Beauty<\/a> first piloted a pop-up model in late 2018 by selling products at Barney\u2019s New York for 3 days during the holiday season. Due to the success of the pop-up, Lab to Beauty now has permanent stock in several Barney\u2019s locations.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"397\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2020\/03\/Ecommerce-strategies3.jpg\" alt=\"this beauty brand used the ecommerce strategy of a pop-up shop\" class=\"wp-image-80285\" srcset=\"https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2020\/03\/Ecommerce-strategies3.jpg 600w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2020\/03\/Ecommerce-strategies3-300x199.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><figcaption>Image source: <a href=\"https:\/\/labtobeauty.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Lab to Beauty Website<\/a> <\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>A logical step in any retailer\u2019s ecommerce growth is to test out different <a href=\"https:\/\/www.digitalmarketer.com\/digital-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">marketing and channel strategies<\/a>. After all\u2014consumer demands will continue to shift over time, so your best bet is to try to match that velocity by testing new approaches. <\/p>\n\n\n\n<p>Whether you have the resources to test on a\nweekly cadence, or a quarterly switch-up is more your speed, make sure you have\nthe time to fully qualify and vet any new approach. <\/p>\n\n\n\n<p><em>One more tip\u2026<\/em> If you see a brand doing something innovative and different, reach out to them and ask them how they\u2019re measuring results. Chances are they\u2019d be interested in having a conversation, or at least letting you know what technology they\u2019re using. <\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/img1.niftyimages.com\/click\/6y5\/d3xh\/0a7h\" target=\"_blank\" rel=\"noreferrer noopener\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/img1.niftyimages.com\/6y5\/d3xh\/0a7h\" alt=\"\" width=\"600\" height=\"340\"\/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>As consumer demands shift, so must your ecommerce strategies. So we&#8217;ve got some strategies you can try out in 2020 that the top brands are using already.<\/p>\n","protected":false},"author":132,"featured_media":80288,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[178,34,193],"tags":[],"class_list":["post-120833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ascend","category-blog","category-ecommerce-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ecommerce Strategies Used by 2020\u2019s Most Cutting-Edge Brands | DigitalMarketer<\/title>\n<meta name=\"description\" content=\"As consumer demands shift, so must your ecommerce strategies. 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