What: Veronica Servantez, Senior Vice President of Marketing at BigCommerce, discusses significant shifts in shopping behaviors post-pandemic and highlights the critical importance of a seamless and personalized customer experience in the evolving fashion industry landscape.

Why it is important: The discussion underscores the permanent changes in consumer expectations and behaviors brought about by the pandemic, emphasizing the hybrid model of online and offline shopping as the new norm. Servantez's insights shed light on the necessity for retailers to adapt by offering frictionless online shopping experiences, flexible payment options, and personalized interactions to meet the heightened expectations of today's sophisticated shoppers.

In a post-pandemic retail environment, consumers exhibit a preference for a hybrid shopping model, combining the convenience of online shopping with the tactile experience of in-store purchases. Veronica Servantez from BigCommerce, in a session at the WWD Wear House, pointed out that while consumers are returning to physical stores, their expectations for an enjoyable online brand experience have significantly increased. Key to meeting these expectations are strategies to remove friction from the shopping process, such as implementing one-click checkout systems, offering flexible payment solutions like buy now, pay later, ensuring easy returns and exchanges, and providing personalized product recommendations. The evolution of omnichannel retailing, particularly the rise of social commerce driven predominantly by fashion and apparel, further demonstrates the necessity for brands to engage customers where they spend their time, especially on social media platforms. These insights are crucial for retailers aiming to thrive in the modern fashion industry by enhancing customer satisfaction and loyalty through tailored, efficient shopping experiences.

How to navigate the post-pandemic retail landscape