"E-Commerce Has Become the Front Door to the Store"

As the pandemic drags on in one form or another, our stay-at-home tendencies last as well. This typically means much more online engagement, including from a retail perspective. Consumers are engaging with brands more online than they ever have before, and moreover, starting their shopping journeys online as well. As a recent Google blog post (linked below) put it, "e-commerce has become the front door to the store." This doesn't just mean more consumers are ordering stuff online, though, it more broadly means that consumers are starting their customer journeys online, interacting with brands, validating their missions, browsing, verifying availability, opening hours, etc. and then making purchasing decisions.

The blog recommends that brands adapt their online presence and marketing efforts to help consumers plan their purchases in this way. What does this mean? Confirm accurate inventory, display business hours and operating procedures, and advertise options like curbside pickup. Retailers can also display health and safety updates, and even take measures to limit crowds in physical storefronts by using virtual queuing solutions or directing consumers to a simple appointment tool online. Such measures can help smooth potential peak visits to a store, and moreover, put the customer more at ease at the point of sale.

Source: https://blog.google/products/ads-commerce/how-retailers-can-get-ready-holidays-and-beyond/