Consumers today expect more than ever before. Buying is no longer just finding an item, putting it in a basket and checking out, consumers want exciting stories to share and memorable experiences. This level of demand has inspired many businesses to embrace storytelling as a form of selling.
Simple content is no longer enough, especially if consumers need to go through several steps before buying a product. In fact, according to a Forrester research, 90% of customers often abandon if they can’t find the information quickly. This creates frustrated and unwanted customers; it also leads to the potential sharing of the negative experiences, impacting a brand’s image and reputation.
Fortunately for brands, retailers and even B2B companies, technology continues to transform online shopping – using shoppable content to shorten the path to purchase by erasing the gap between content and check out. For instance, the world's largest online marketplace, Amazon, has recently enhanced its stores with shoppable images and has reported shopper interaction with the images increased from 19% to 26%. This proves that shoppable content is the way to go.
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