Since the days of store window displays, the shopping experience has been just that; an experience. So, what happens when you want to recreate the visceral and emotional experience of shopping from within the confines of a computer screen, smartphone, or tablet? Enter Digital and Marketing Analytics.
According to a recent report by Adobe, e-commerce sales have seen a 77% jump year-over-year
which at any other time in history should have taken 4 to 6 years. The COVID-19 pandemic has helped to escalate and drive these numbers leaving some businesses scrambling and others raking it in. So, what’s the difference? Data professionals.
The Role of Data in E-Commerce
Whether you buy online and pick up in store or have a product delivered to your door, the role of shopping has irrevocably changed. Ensuring consumers get the personalized experience they’re used to from the days of brick-and-mortar stores, retail stores have turned to Digital and Marketing Analytics to give their customers the shopping experience they’re used to
within a different format.
Professionals within the UI/UX Design vertical are particularly sought after. Buying habits are changing and competition is fierce. So, how does Data affect e-commerce? Here are 3 examples:
- Know Your Customer. No longer a lamented visage from yesteryear, knowing your customer is inherent to the survival of an online retailer.
Data professionals bring to life the customer through historical data, demographics, and creates products and services which elicit an emotional response to stop, look around, and buy. And if the cart gets abandoned, follow up email campaigns to jog the memory that you were here and were thinking about buying this or that item.
- Get Personal. Personalize shopping has evolved into the personal shopping experience. What made someone buy a product during their last visit? Dynamic presentation and emotion-driven verbiage can certainly contribute.
When an online retailer knows what the buyer wants or needs and presents it in a way that resonates. This is the personalization once the domain of sales clerks.
From the Data you enter at checkout to the social media platforms and search engines with information like what you’re looking for, where you’re located, your purchase history and more can sometimes leave the personalized experience out in the cold. Bridging the old personalization with the new is the key ingredient for successful online retailers.
- Sell Where Your Consumers are Buying. If your customers are on Facebook looking for a product or service, sell to them where they’re looking. Though reviews are still important, even more prevalent is the range of social influencers to help buyers make decisions. Enter social commerce. Layout, design, Data gathering, collecting, and analyzing all have a slightly different flavor within this construct.
Data Professionals in Demand
Within the Digital Analytics and Marketing specialism are a variety of Data professionals in demand as retailers are forced online. Businesses need E-Commerce Analysts to help present the new normal for the online retailer. As buy online and pick up in store convenience increases as well as purchases made from devices such as your smartphone, there’s been a rise in demand for Web & Mobile Product Management as well. Digital Transformation is no longer at the doorstep of business, it has crossed the threshold.
And rather than focus on one tool or another, the impetus is on the importance of having more than one tool at a candidate’s disposal. What candidates want has changed and evolved as well. Salary and bonuses have dwindled while the demand for experience and professional development have become rallying cries for finding and retaining top talent.
For more information
In our recently released 2020 Salary Guide
we discuss each specialism. What’s working. What isn’t. And how businesses can hire and retain top talent to keep their projects on track and their businesses running smoothly. You can download your copy here.
If you’re interested in Data and Technology, Risk or Digital Analytics, Life Sciences Analytics, Advanced Analytics & Insight, Data Science, or Computer Vision, we invite you to check out our latest jobs
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