Shoppable Channels: Transforming Touchpoints into Transactions
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Shivangi Agrawal Makharia
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Shoppable Channels: Transforming Touchpoints into Transactions

Published : October 11, 2024

Introduction

In today’s digital landscape, the journey from interest to purchase has become more intricate than ever. Customers interact with brands through many touchpoints—from social media and online ads to in-store visits and email communications—often engaging with a brand up to 20 times before making a purchase decision. This multi-channel journey creates a fragmented experience that can lead to missed opportunities and abandoned carts.

This is even more true for younger shoppers, especially Gen Z, whose unit sales have surged at nearly twice the rate of other generations. For any brand aiming to grow, capturing and retaining this valuable group is crucial. With brand loyalty fading fast and traditional personalization methods becoming less effective due to tightening privacy laws, it’s clear that innovation is necessary.

So, what’s the next big thing? Shoppable channels, as they are set to redefine the shopping experience. By embedding shopping capabilities directly into each touchpoint, brands can create a seamless, interactive journey that captivates customers and drives conversions. This blog will explore how shoppable channels can transform your marketing strategy, turning every engagement into a powerful, revenue-generating opportunity.

What Is a Shoppable Channel?

Think of a shoppable channel as an upgraded digital storefront. Instead of navigating through multiple steps or switching between apps and websites, customers can now browse products, compare options, and complete purchases directly within the channel they already use.

Take Inbox Commerce, powered by Google’s AMP (Accelerated Mobile Pages), as a prime example. It transforms traditional emails into dynamic shopping hubs, allowing customers to explore products, make selections, and complete transactions—all without leaving their inboxes. But shoppable channels go beyond just email. They extend into messaging ecosystems like WhatsApp and RCS (Rich Communication Services), where rich media and interactive elements are embedded into conversations.

This integration transforms every touchpoint into a high-impact sales opportunity, ensuring a seamless and engaging shopping experience from start to finish.

Three Must-Have Shoppable Channels for Brands to Transform Casual Shoppers into Repeat Buyers

Email Commerce: The Classic, Reinvented

Email isn’t just for coupons and newsletters anymore! Did you know that 40% of online shoppers prefer purchasing through email over other channels, contributing to 30% of total marketing revenue in North America? But here’s the catch – overly complicated email journeys with too many redirects can lead to one thing: drop-offs. In fact, 74% of shoppers are frustrated with the conventional transactional approach that many brands still use.

Inbox Commerce changes this status quo by transforming traditional static HTML emails into fully shoppable experiences. Think product carousels, one-click “add-to-cart” buttons, interactive forms, and even games. This new approach lets you guide customers from discovery to purchase and beyond without leaving their inboxes.

What Does a Shoppable Email Look Like?

Imagine this: You open an email from your favorite shoe brand, and right at the top is a slick product carousel showing their latest kicks. You click on the pair you like, select your size from a dropdown menu, and with a single tap on “Add to Cart,” your order is placed without leaving your inbox. It’s shopping made easy, fast, and convenient.

Inbox commerce: The new frontier in email marketing – Netcore Cloud

Eight Innovative Shoppable Email Strategies to Try Today

1. Product Carousels and Accordions

Keep shoppers hooked with dynamic product recommendations that cater to their interests. If you have an extensive product catalog, use accordions to offer a detailed exploration—size charts, materials, and more—without the hassle of separate pages. This seamless approach keeps shoppers engaged and informed right within the email.

2. Merchandising Triggers

Tap into the power of FOMO! Instantly notify customers about price drops, restocked items, new arrivals, or limited stock alerts. Keep them informed and ready to act fast.

3. Abandoned Cart Recovery Reminders

Don’t let those carts gather dust! Send out timely, irresistible offers—like exclusive discounts or limited-time deals to reel customers back in. With a simple one-click incentive, you can reignite their interest and show that you’re paying attention to what they love while making the purchase easier than ever.

4. Search & Discovery

Thanks to AMP, your customers can search and explore products directly within the email using a search bar linked to your catalog. No more jumping between tabs; it’s all right there, making the shopping journey smoother than ever. Did you know CaratLane boosted their CTOR by 300% during a new product launch using interactive AMP emails from Netcore Cloud?

5. In-mail Games

Turn your emails into interactive adventures with games like Spin the Wheel, Lucky Draw, or Wordle—all directly within the inbox. Offering rewards and unlocking exclusive deals keeps your customers entertained, boosts engagement, encourages repeat visits, and strengthens brand loyalty. Don’t just take our word for it—MoneyTap saw a 13X increase in customer engagement and a 63% interaction rate on their CTAs by incorporating the Wordex game into their AMP emails.

6. Delivery Tracking

Skip the hassle of tracking numbers! With enhanced delivery tracking, customers can monitor their orders right from the email. They receive real-time updates on order statuses, key milestones in the delivery process, and interactive maps showing the journey, ensuring a seamless and transparent tracking experience.

7. Preference Collection

Use interactive polls and preference tools to gather real-time insights directly from your audience. This approach captures valuable zero-party data—information they willingly share about their preferences and interests. Leverage shopper sentiments to enhance customer experiences, tailor offerings, and build stronger relationships, ultimately driving loyalty and increasing conversions.

8. Feedback Survey Forms

Allow customers to rate their experience, answer a few quick questions, and share valuable feedback—all without clicking away. This seamless in-email approach boosts response rates and provides crucial insights to refine your brand and strengthen customer engagement. For example, StarQuik, a TATA enterprise, leveraged Netcore’s AMP-powered email for feedback collection, leading to a staggering 700% increase in responses.

While email commerce has reinvented how we engage through inboxes, other platforms like WhatsApp are also transforming the shopping experience. Let’s explore how WhatsApp is reshaping customer interactions.

WhatsApp Commerce: Meet Shoppers Where They Are

Forget the days when WhatsApp was just for sharing memes and coordinating family dinners. Today, it’s a serious business tool, with over 75 million daily users in the U.S. alone. Brands are tapping into this powerhouse to deliver personalized updates, provide real-time support, and facilitate seamless transactions. Here’s how WhatsApp is becoming an essential tool for modern businesses:

  • Business Profiles: Create detailed profiles with all the essential info—contact details, services, and business descriptions—to make your brand easy to find and engage with.
  • Messaging Tools: WhatsApp Business offers features like automated responses, quick replies, and conversation labels, making it a breeze to manage and categorize interactions.
  • Cataloging: Showcase your products and services directly in WhatsApp with a catalog feature, allowing customers to browse and inquire about items right within the app.

By bringing shoppable features to WhatsApp, brands can effortlessly guide shoppers from Facebook ads straight to a personalized WhatsApp conversation with “click-to-message” ads. Now, that’s what we call seamless shopping!

Real-World Applications of WhatsApp Commerce

1. Fashion Retail: Personalized Shopping Experiences

Your favorite luxury fashion brand slides into your WhatsApp with a personalized message just for you. Thanks to a savvy chatbot, you’re greeted with a stylish carousel of items matching your tastes and previous buys. You can browse, compare, and even add your favorites to your cart without leaving the chat. Need a second opinion or some extra details? The chatbot’s got you covered, ensuring your shopping experience is smooth!

2. Grocery: Real-Time Order Updates and Reorders

Imagine this: You’ve just placed your grocery order, and now you’re getting real-time updates right in your WhatsApp chat. It’s all at your fingertips, from dispatch notifications to estimated delivery times. Need to restock your pantry? You can reorder your favorite items with a single tap—no app-switching or website-hopping required.

3. Travel Agency – Seamless Booking and Updates

Planning your next getaway? Imagine receiving booking confirmations, itineraries, and live travel updates all via WhatsApp. Need to tweak your plans or ask a question? Just shoot a message, and you’re sorted. This travel agency turns WhatsApp into your personal travel assistant, keeping all your trip details in one place and making every journey smoother and more enjoyable.

4. Automotive: Test Drives and Support at Your Fingertips

Thinking about test-driving a new car? Schedule it straight through WhatsApp! Choose your model, pick a time, and get all your questions answered—whether it’s about features, prices, or financing options. The chatbot sends you reminders and follow-ups, so you’re always in the loop.

What Does a WhatsApp Shoppable Journey Look Like?

A typical representation of a shoppable WhatsApp with Netcore

Imagine receiving a WhatsApp message from your go-to fashion brand. One tap introduces you to a chatbot displaying a personalized carousel of their latest winter collection, tailored to your preferences, colors, and sizes. This real-time product discovery eliminates the need for manual searches on websites or apps. The chatbot also allows you to sort by style, price, or availability, making comparison shopping seamless without switching tabs or apps.

You say, “I like the black one,” and the chatbot adds it to your cart. Want to compare? It shows side-by-side images and features for confident decision-making. Once confirmed, you check out with saved payment details—all in one tap and without redirects.

After the purchase, the chatbot provides real-time order tracking and delivery updates. It allows for easy returns or exchanges and follows up with an interactive feedback form. This seamless interaction fosters loyalty by suggesting the brand’s VIP program and exclusive discounts, all within the chat.

From discovery to loyalty, the journey minimizes friction at every stage, ensuring shopping on WhatsApp is as personalized and smooth as in-store experiences. The result? Higher engagement, fewer abandoned carts, and a more satisfied customer base.

RCS Commerce: The Evolution of Mobile Shopping

RCS (Rich Communication Services) is revolutionizing mobile messaging by transforming plain SMS into vibrant, interactive shopping experiences. Imagine turning simple text messages into mini shopping hubs where users can explore product carousels, watch high-definition videos, and make purchases—all within their messaging app. RCS merges the ease of SMS with the immersive capabilities of modern ecommerce.

What Makes RCS a Game-Changer?

Enhanced user experience

RCS messages aren’t just texts—they’re visually captivating, interactive experiences that stand out in users’ messaging apps and offer richer engagement than traditional SMS.

Rich media integration

With RCS, marketers can embed high-resolution images, engaging videos, product carousels, and interactive buttons directly into messages, boosting engagement and conversion rates.

Higher Engagement Rates

The rich media and interactive features make RCS a powerhouse for delivering dynamic, conversion-focused campaigns, leading to increased sales and greater customer satisfaction.

By blending the ease of messaging with the richness of an app-like experience, RCS is poised to take mobile commerce to the next level.

Use Cases for RCS Commerce

1. Product Launch Campaigns: Imagine launching your latest products in style—right in your customers’ inbox! With RCS, you can send stunning product carousels, immersive videos, and a “Shop Now” button that lets users browse and buy without ever leaving a message. It’s like giving them a VIP front-row seat to your latest collection!

2. Flash Sales? Make It Flashy!: Running a 24-hour sale? With RCS, you can send messages with countdown timers, clickable discounts, and instant access to deals. Shoppers can see the clock ticking, feel the urgency, and snag their favorite items right from the message.

3. Abandoned Cart Recovery: We all get distracted, but RCS is here to nudge customers back to their carts. With RCS, retailers can send personalized abandoned cart reminders featuring dynamic images of the exact products left behind, along with an easy-to-click “Checkout Now” button.

4. Level-Up Your Loyalty Game: Make loyalty programs fun! With RCS, send a message that shows customers how many points they’ve earned, along with an interactive button to redeem them for goodies. Whether it’s unlocking a special discount or claiming a freebie, everything’s just one click away.

5. Real-Time Support, Minus the Wait: Stuck with a question? No problem! RCS turns customer support into a real-time chat experience. Customers can click through FAQs, submit requests, or chat live with an agent without leaving their messaging app.

Conclusion

The Future Is Shoppable—Are You Ready?

In a world where convenience and instant gratification reign supreme, shoppable channels revolutionize how we connect with customers. From transforming mundane emails into interactive shopping experiences with Inbox Commerce to leveraging WhatsApp for real-time, personalized customer interactions and exploring the dynamic world of RCS Commerce, these innovations set new standards for the retail industry.

The future is here, and it’s all about seamlessly integrating shoppable moments into the channels your customers are already using. By adopting these cutting-edge tools, you’re not just keeping up with trends—you’re shaping the future of retail. Get ready to enhance your customer interactions, boost your sales, and deliver experiences that will keep shoppers returning for more.

Ready to elevate your retail game with shoppable channels? Contact us today for a personalized consultation and discover how you can transform your customer engagement into seamless, revenue-boosting experiences.

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FAQs on Shoppable Channels
What are shoppable channels? Dropdown Arrow
Shoppable channels are platforms or mediums that allow customers to browse, compare, and purchase products directly within their channel, such as email, messaging apps, or social media, without needing to navigate to a separate website or app.
How do shoppable channels enhance customer experience? Dropdown Arrow
By directly integrating shopping capabilities into the touchpoints customers already use, shoppable channels create a seamless and engaging shopping experience, minimizing friction and making it easier for customers to purchase.
What is Inbox Commerce, and how does it work? Dropdown Arrow
Inbox Commerce leverages Google’s AMP technology to turn traditional emails into interactive shopping experiences. Customers can browse products, add items to their cart, and complete transactions all within the email, eliminating the need for redirects.
How does WhatsApp Commerce improve customer engagement? Dropdown Arrow
WhatsApp Commerce allows brands to communicate with customers in real-time, directly providing personalized updates, support, and transactions through the messaging app. This increases convenience and fosters a more interactive shopping experience.
What advantages does RCS Commerce offer over traditional SMS? Dropdown Arrow
RCS Commerce enhances the user experience by allowing marketers to embed rich media, such as images and videos, and interactive elements within messages, making the shopping experience more engaging and dynamic than plain SMS.
How can businesses utilize abandoned cart recovery strategies through shoppable channels? Dropdown Arrow
Companies can send personalized reminders to customers who have abandoned their carts, featuring dynamic images of the products left behind and easy-to-click "Checkout Now" buttons that encourage them to complete their purchases.
What types of businesses benefit the most from implementing shoppable channels? Dropdown Arrow
Brands in various industries, such as fashion, groceries, travel, and automotive, can leverage shoppable channels to enhance customer interactions, boost sales, and create personalized shopping experiences.
How can shoppable channels help brands retain customer loyalty? Dropdown Arrow
By providing personalized experiences, real-time support, and engaging interactions, shoppable channels foster customer loyalty and encourage repeat purchases, ultimately enhancing the overall brand experience.
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Written By: Shivangi Agrawal Makharia
Avatar photo Shivangi Agrawal Makharia
Shivangi is a product marketer skilled in crafting strategies that drive brand growth and customer engagement. With expertise in product positioning, messaging, and data-driven campaigns, she blends creativity with market insights to maximize product reach and impact.