Every business, by definition, has a main goal: increase profit. In our
increasingly technological world, we keep finding new ways to do so. Technology
can decrease costs through automation, reduced redundancy, and freeing workforce
time for better utilization.
It can also take on the second half of the profit equation and increase revenue
by driving consumers to your brand.
Tech in business and eCommerce can be used as a trigger to influence consumer
behavior and drive revenue growth. Ten years ago, people purchased groceries by
going to the store, buying the food, paying for it, then taking it back home.
Come 2012, Instacart came into existence.
Users can now buy food from their phone and even have it delivered to their door
without even grabbing their keys. With the present COVID-19 situation, Instacart
is booming, and many brick-and-mortar shops are developing their own delivery
apps and online ordering services.
This isn’t necessarily because businesses want to copy Instacart, though. It is
driven by the behaviors of consumers themselves, who expect to have the ease of
access Instacart opened to us all, and the opportunity to increase profit and
create stronger revenue streams.
But as with everything, there is a catch. Take Rochester, NY-based Wegmans. In
early 2020 they launched a mobile app allowing curbside pickup and food
delivery, clearly imitating Instacart, Shipt, and others. Overall, their results
seemed lackluster. Users did not find the
application intuitive and were unhappy with search term availability, among
other complaints and grievances.
In order to have effective technological strategies, your apps, interfaces, and
products must align with your target segments’ expectations over time. Only when
this alignment happens will you see your tech resources used effectively and
In the US there are over 275 million smartphone users. This mobile use represents
over 70% of US internet traffic today. Almost every industry has
somehow integrated these technologies into regular consumer interactions.
Efficient use, however, will hinge on how your consumer expects to
utilize it. For your specific market (especially millennial groups), consumers
may be interested in and heavy users of apps. For others,
desktop websites might be the better options even though eCommerce apps are
increasing drastically in popularity.
Finding demographic and psychographic trends in your users is key. An older, more
educated user base may be more receptive to a well-designed web page instead of
Younger, affluent generations may expect both.
You cannot assume your new technology will be automatically picked up by
users, no matter how well aligned it is. Even if the demand for better
technology exists for your business, many consumers will need to be
guided to it, and potentially taught how to use it. Interactive guides for
first-time users can ease this transition by showing where to click, tap, or
enter information into a potentially confusing interface.
It should also be noted that consumers will often utilize a website before
downloading and using an app. This can be a valuable training ground for
consumer interaction and integration to mobile technologies.
Consumers who utilize your technology and find that it makes their
interactions simpler and more frequent can become advocates for your brand.
When your target segments become your business ambassadors, growth can be
Every application, interface, and platform needs to evolve over time.
Keeping up with the latest technological advances will keep your
eCommerce pages relevant and enhance user satisfaction.
When it comes to developing, implementing, or evolving your technological
presence, Falcn Lab can help you along the
way. As your technology partner, we bridge the gaps between web
development, mobile and website design, app development,
as well as maintenance and support for all your business technology