Google has reached out to online retailers and helped provide a series of tips to improve their online success. And they need it. Today, online retail only accounts for 9% of all retail sales. As much as we think online has replaced traditional sales altogether, it really hasn’t.
Google recommends designing your Website for a browsing customer – aligning your business around a single customer experience, rather than organizing your channels within silos. Customers jump around. Make it easy for them to do. Make it incredibly easy for your customer to find what they’re looking for. Be device-agnostic. Make sure the user experience is delightful no matter what device they’re browsing on.
As online retail grows, Google knows that traditional brand value will mean less and less. And price leadership and web experience will mean more and more.