Nudges in E-commerce: Increasing Value Proposition and Influencing Consumer Behavior
In recent years, we have witnessed an exponential growth in online shopping, mainly driven by the COVID-19 pandemic. The restrictions imposed on physical commerce have led consumers to seek alternatives, and the digital environment has emerged as the primary solution. Convenience, practicality, and the ability to shop anytime and anywhere have attracted more and more people to e-commerce. This significant change in consumer behavior has redefined the way companies need to approach their sales strategies.
Consumer as a Decision Maker
In this sense, it is important to remember that previously, brand loyalty was a predominant factor for many customers who remained loyal to certain companies regardless of other available options. However, the abundance of information and easy access to experiences shared by other customers have brought about a new approach. Today, consumers have become more informed decision-makers who trust the opinions of other buyers before making their choices.
Specifically, concerning e-commerce, these opinions are identified through customer reviews and recommendations, which can be seen and shared by millions of people in a matter of seconds. The impact of this engagement is so strong that a positive review can significantly boost sales, while a negative review can deter potential buyers.
Thus, feedback has become a key factor in the buying decision process, challenging companies to focus on continuous improvement of their products/services and, especially, the user shopping experience.
In this context of changing consumer behavior, behavioral economics emerges as a valuable approach to understanding how people make purchasing decisions. Unlike the traditional view of consumers as entirely rational beings, behavioral economics considers emotional, cognitive, and social factors that influence their choices.
Nudges, for example, are interventions that subtly and non-intrusively influence consumers' decisions toward a desired choice. In e-commerce, they can be strategically applied to enhance the customer experience and increase the value proposition offered by the company.
Increasing E-commerce Value Proposition with Nudges
As the use of choice architecture increases the value of a company by positively influencing consumer behavior, Vurdere, with its social interaction approach, strategically utilizes nudges in its features, such as Social+Reviews™ and Social+Expressions™.
In the case of Social+Reviews™, the application of artificial intelligence to prioritize relevant and trustworthy reviews for each buyer increases transparency, agility, and customer satisfaction.
With Social+Expressions™, Vurdere allows customers to interact with each other and express their opinions on products through "I Want" and "I Have" buttons. This creates a collaborative environment where consumers share their shopping experiences and influence the decision-making of other buyers.
In this way, through the strategic use of nudges derived from Vurdere's innovative solutions, it is evident that interaction and collaboration among customers create a sense of community, making e-commerce more attractive and reliable for new consumers. Additionally, reviews and reactions to acquired products/services result in greater customer satisfaction and, consequently, an increase in the company's value proposition in the market.
Below is a summary of the main results obtained after the strategic use of nudges from the Vurdere platform:
Based on these facts, it is clear that the intelligent application of nudges is a contributing factor to driving the success of companies in an increasingly competitive digital environment oriented by consumer behavior.