Maximizing Online Conversions and Bridging In-Store Experiences with Digital Shopping Carts

The Power of Shopping Cart Technology in Furniture Retail

In home furnishings retail, the role of digital shopping carts has evolved from a transactional tool to a catalyst for conversions and seamless customer experiences. As retailers look to accelerate sales in a digital market, adopting shopping cart technologies to drive revenue growth and bridge the gap between online and in-store interactions is critical.

According to Technopedia, “a Shopping Cart is a software resource that functions as an interface for users that buy items from a business online. It is integrated with a backend system that links a customer to an array of product entries from a database. A user may access product pages, submit payment information, and enter details to complete a transaction.”

It’s not a secret that the customer purchasing model is non-linear. Even if you are a home furnishings retailer that converts most of your revenue in your physical stores, your website plays a critical role in driving store traffic.

There are distinct ways Shopping Cart technology can support your business in generating revenue. The most obvious is through a straightforward eCommerce Conversion. To grow eCommerce conversion rates, it is important to consider if your conversion workflow is designed for success.

Let’s address the elephant in the room. Everyone has experienced how easy it is to complete an Amazon cart. For Prime users, it’s legitimately a one-click process. That’s the standard you are up against.

So, how can you make the checkout process on your furniture eCommerce website as convenient as possible to increase your conversion rate?

1. Make the Path to Purchase Simple: Make sure the steps in your shopping cart checkout process are distinct and add value. If a step is unnecessary to ask of a consumer, eliminate it. Have people throughout your organization do user experience (UX) testing to get feedback on your checkout workflow.
2. Use a Progress Bar: This shows the customer exactly how many steps are left for them to complete the purchase. Conversion rates increase by 28% when using a checkout progress bar. (bouncepilot)
3. Use Auto-Fill: Auto-fill information for return customers or based on browser settings to make completing an order efficient. Consumers will appreciate that you value their time.
4. Define Pricing Clearly: During each step of your checkout process, ensure the customer knows what the final price of their purchase will be, including all taxes, fees, and delivery information. You break trust when the last step indicates a higher-than-anticipated price, which can lead to shopping cart abandonment.
5. Send Confirmations: Another best business practice is to send your customers a confirmation email regarding their purchase details. Communicate regularly about when an item is getting ready for delivery and other key milestones leading up to fulfillment.

Remember, “Creating a smooth checkout process can go a long way towards pushing customers to finish their purchases, and even a minuscule increase of 1% in conversion rate can add thousands of dollars to your business.” (UsabilityGeek)

Capturing Conversions in a Non-linear Shopping Journey

Now on to using shopping carts in a less obvious but equally valuable way. A digital shopping cart doesn’t have to be completed online to be considered a success – it can be just as effective as a bridge between channels. Shopping carts that are accessible in-store facilitate revenue generation by driving qualified traffic to your showrooms

Customers have a habit of adding items they are browsing into a cart and then narrowing down their options. Make it clear that the customer can see their selected items in their local showroom. This is especially valuable for products that carry a high ticket or have customizable options.

When your furniture eCommerce shopping cart is integrated into your in-store POS solution, your sales associates can easily view your customer’s research history via their cart. They can adjust the customer’s order and seamlessly complete the cart in-store. This expedites the checkout process. Further, if the customer wants to go home and sleep on their decision, they can access the same cart that was updated in-store and complete it from the comfort of their home at their leisure.

Further, the integration of digital shopping carts with customer data enables retail sales associates to personalize interactions and recommendations based on browsing history and preferences. By leveraging shopping cart data to tailor product recommendations and promotions, retailers can create personalized shopping experiences that resonate with customers on a deeper level.

By allowing customers to seamlessly transition from online browsing to in-store checkout with digital shopping carts, retailers can provide a frictionless shopping experience that maximizes convenience and satisfaction. Additionally, the ability to access and update digital shopping carts across channels enables customers to complete their purchases at their preferred time and location, further enhancing the overall shopping experience. Digital shopping cart technologies in home furnishings retail are essential to cross-channel success.