Shopping season is around the corner and considering how profitable this period is for retailers, they commonly tend to focus on loss prevention, supply chain optimization, stock control & inventory during this period. However, this checklist is outrageously incomplete without a comprehensive e-commerce strategy. According to NRF, the total 2014 holiday retail sales were at $616.1 billion - a 4 percent increase YoY. The "non-store" holiday sales accounted for $101.9 billion during the same period.
For most retailers, e-commerce or m-commerce is becoming "the most critical channel" from being just another channel. The value that e-tailing or e-commerce bring is its ability to capture user behavior in real time and relay insights. What we today see is a paradigm shift in the marketplace, where every offline customer journey is being digitized so that retailers can capture, analyze and fix the pain points during those journeys. Digital commerce requires these insights specifically during the holiday season to make the shopping experience delightful. Consider this situation, where in a consumer logs in for a short shopping window, under peak web traffic, facing innumerable security threats. Imagine the odds of complexity from a retailer's perspective. This is where an intelligent digital ecosystem comes in. An intelligent digital ecosystem diagnoses and quantifies possible bottlenecks, let's say peak load of 100K concurrent users, with 7 unauthorized accesses and 20x app crashes, and provides an accurate and proactive assurance strategy that helps contain such pitfalls.
Remember the legendary boxing match between Floyd Mayweather vs. Manny Pacquiao? It was Stamina vs. Power. Mayweather may have taken many punches but endured nevertheless and performed. He practiced for speed, stamina, consistency and endurance. Is the e-commerce industry ready for their boxing day? Evidently, every e-tailer needs to gear up for the holiday sales and to evaluate their readiness, they should ask themselves the following critical questions:
- Can I offer consistent omni channel experience to my connected customer?
- Will all my digital channels be responsive and prompt enough and endure sustained heavy online traffic?
- Do I instill a sense of security and establish trust & faith in my customers?
To sum it up, assuring digital holidays is about the 3S's - Seamless UX, Speed and Security The industry today adopts a fragmented approach and implements them in silos or simply ignores one of these. However, in order to truly enhance the shopping experience of a digital holiday shopper, all the above must integrate to give a holistic coverage.