What We Learned in 2020: Retail Marketing Trends
WHAT WE LEARNED IN 2020: RETAIL MARKETING TRENDS
Without morning commutes, happy hours and child care, most of us found us in front of our phones and computer screens a lot more this year. With an overwhelming amount of consumable content at our fingertips and this new way of life continuing into 2021, how can your brand learn from 2020 retail marketing trends to break through the clutter and connect with your next customer?
Online Shopping
Since we were online more, online shopping was at an all time high in 2020. In fact, 75% of people shopped online at least once a month and E-commerce sales surpassed $4.1 trillion. Having an online storefront that is easy to navigate is a must. Learn from your analytics to see which pages drive consumers to your site, and which pages push them away. Use this information to create new landing pages, replicate successful digital ad campaigns, and hone in on your SEO strategy.
Our tip for 2021? Increase your chances of user generated content by creating a visually appealing order confirmation page. Customers won’t hesitate to snap a photo to share to their stories, and their followers will want in!
Social Media
TikTok took center stage in 2020 as a new major player in the social media market. TikTok is a brand’s best friend when it comes to user generated content and is the perfect medium to develop a brand voice. Thanks to new features like Instagram Reels and Pinterest Video Pins, there’s plenty of opportunities to syndicate TikTok content onto other channels.
As in-store shopping declined, many brands took to Instagram, Facebook, and even TikTok Live to sell their products. Successful livestreams have three main components: an engaged audience, enthusiastic presenter, and spontaneity. Consider how your brand can use this feature to connect with customers in real-time to showcase a new product, provide customer support, or build excitement about a new release.
Our tip for 2021? Up your engagement game this year to foster community among your followers.
Brand Voice
With the click of a button, a consumer can find endless information about a new brand or product. Shoppers have increasingly prioritized supporting brands that align with their own values and personalities, so developing a strong brand voice is more important than ever. In 2020, many consumers were actually turned off by brands not willing to take a stance. One study found that 63% of people are more likely to buy from a brand that uses their voice for good.
Whether your brand is taking a major political stance or sharing a bachelorette meme, connecting with your audience through a unified brand voice is essential. Structure your content and messaging around core brand pillars and transparency.
Our tip for 2021 Add personality to your brand by showcasing the people and effort that goes on behind the scenes. We all like to look behind the curtain of our favorite brands!
The world of retail and digital marketing is constantly evolving, and 2020 marketing trends proved that brands both big and small have a seat at the table. If your brand is adaptable, true to company values, and engaged in your community you’re sure to thrive in 2021.
Sources:
https://sleeknote.com/blog/online-shopping-statistics
https://beambox.com/townsquare/retail-marketing-ideas-and-trends