Page:
  1. 1
  2. 2

The decision is made - you are going to open an online store! Congratulations, it's a big step. Now you stand in front of planning and decisions... One of them is choosing how your website will look. Zento has two options for you: a ready-made template or an individual project. How to choose which option is better for your business? Advise below!



Before you make a decision

 

The most important issue you need to consider is the budget. Take into account all the costs that are still ahead of you and calculate how much money you can spend on graphic preparation. However, money is not everything. How extensive your future site is going to be is also very important. In addition, the industry in which your store will operate is a crucial factor. The choice of layout should be tailored to the necessary functionalities and future recipients.



Advantages and disadvantages of templates

 

A template is a ready page design. The choice is large, and the final look can easily be matched to your expectations and visual representation of your brand. From the very beginning you know how your store will look, so there are no surprises. In addition, preparing the store to opening when choosing a template, is a very quick process. The templates prepared by us are modern and responsive, fully equipped with the rich functionalities of the Magento platform. Plus, the cost of such implementation is small. The decision on the template is associated with a relatively low investment risk, so it is a good choice for beginners and small businesses. You can view our suggestions library by clicking here.

 

Zento offers as a Bonus personalization package for stores built on a template so that you can fully adapt our ready project to the needs of your business! This package includes:

 

  • Creating and modifying banners

  • Preparation and uploading your logo

  • Setting up your domain

  • Customizing manufacturers' logos

 

But of course we have to be honest with you - the choice of template has its weaknesses ... The wider possibilities of its modification are very limited. You need to be prepared for the fact that the same designs are used repeatedly, and despite the personalization - you can easily see the similarities between projects built on the same template.

 

Advantages and disadvantages of an individual project

 

If you know that the template will not be enough for you - we have a solution. Individual project will meet all your expectations in terms of the appearance of your future site. Tailor-made graphics, functionalities chosen by you. If you need custom solutions, this will not be a problem. Unique, distinctive, special - that's how we'll create your store. You won't find a similar implementation anywhere. All you have to do is tell us what you expect and our designers will prepare it for you. The possibilities of modification are almost unlimited, and if in the future it will be necessary to make changes - this process will be much easier. We guarantee graphics consistency with other elements of visual identification. You can click here to view our portfolio, full of individual solutions. The most important factors behind choosing a personalized layout include:

 

  • Original look

  • Any page layout you want

  • Any additional elements you want

  • Positive impact on shaping the brand's position on the market

  • The possibility of interference and consultation in the process of design

 

But we won't charm you - the cost is higher compared to the template solution. It is also possible that we will need a bit more time to prepare the project for you - in the end it will be created from scratch. Your greater commitment to the process will also be necessary. Unfortunately, there is no fortune-teller in our team that could guess what our customers need. Without proper communication of expectations and visions, bringing the project to the final phase may be a path of torment for both parties. Our team is very well prepared, we will ask you specific questions and present suggestions - but you must know what you really want. If in doubt, you can always count on our advice and support.



If after reading this article you still do not know what to choose - our consultants are ready to help.

 

Posted in Best Practices Ecommerce By: Brygida Kesler

The end of the old year is a great time for summaries and reflections. It is also worth considering how your e-business was doing last year. Have the investments paid off? Has marketing brought the intended goals? Or maybe you're just planning to enter the market? It is also a good time to look forward and plan the upcoming months. New year - new strategies for your online store!

 

In order not to be left behind, you need to follow the development of the eccomerce industry. And this one is developing at an extremely fast pace. Below we describe what trends are worth implementing in the life of your business in the new year 2020:

 

Video descriptions of products

 

Adding a video to the product description is a great strategy. We all know that reading is not that much popular nowadays. Long, detailed text can quickly bore the recipient. Through the video you can show the product in everyday use, visually show its advantages. The customer has the opportunity to get to know the subject better, imagine it. It is worth investing in adding this type of materials to your selling channel. You can even set up a YouTube channel for your store to promote your products more than just on the website. Be sure to also post them on other social media channels.

 

Social media activity

 

If you're not on the internet - you don't exist! Surely your customers spend more time on social networks than on your website. It's a must for you to be there too. Presence is important, but also activity - publish valuable content and let the community share them. Use multiple communication channels - social media is not just Facebook, enable your activity on Instagram, Twitter, Pinterest, Linkedin, and wherever your potential customers spend time. This is not only a reliable method to get to know consumers, but also new sales channels - the so-called micromarkets. It is also worth considering working with influencers - customers are more likely to buy if the product is recommended to them by someone they know and whose opinion they value.

 

Personalization

 

The uniqueness and originality increasingly appeal to customers bored with typical products that are not distinguished by anything special. With modern extensions that allow the customer to adapt the product to their own vision - you can easily expand sales. The ability to upload and modify additional elements by the customer that will find a place on the final product, choose the color or pattern - your visitors will appreciate the opportunity to purchase exactly the product they dream of.

 

New technologies

 

Your store must be adapted to the times in which it operates. First of all, the responsiveness of your mobile version is necessary, as the activity of buyers through smartphones is constantly increasing. But it is not everything. The latest trends include Chatbots and voice search optimizations. Artificial intelligence is a reliable source of knowledge about your customers. Thanks to this you will be able to offer customers a more personalized message.

 

Trying the product before buying

 

What most often prevents customers from shopping online is the inability to physically familiarize themselves with the product. A simple two-dimensional picture, especially if there is only one, does not give the customer a full feeling. You can help your recipients, e.g. by introducing interactive visualizations. Augmented reality solutions are not yet very popular in online stores, but are gaining interest. They help customers imagine their planned purchase in real time. From the more easily available solutions it is worth using, for example, a 360͒ rotational photo or the option to try the product at home ("try & buy").

 

D2C model

 

The new model in online sales is Direct to Consumer, which skips the middle step in the sales process. The product directly from the manufacturer goes to the customer, thereby reducing the purchase cost. It is currently a rapidly growing part of the e-commerce market. Thanks to this, the brand has a chance to create its own sales channel, reaching exactly to the desired recipient. So if this is a business model that you can implement in your company - you should think about it.

 

Niche

 

Following the old saying - a jack of all trades is a master of none. A store that offers a bit of everything is no longer a good idea. Specializing in your product range will help you reach consumers looking for specific products. Sell ​​products dedicated to a given group of recipients. Don't play distractions in the form of side categories, completely unrelated to each other. Get involved in one specific category of products that you offer. This will help your customers find your store and what they want to buy.



The whole Zento team wishes you good luck in e-business for the upcoming 2020 New Year! Good luck with selling!

 

Posted in Best Practices Ecommerce By: Brygida Kesler

Ecological e-commerce

11/28/2019 9:03 AM

Fashion for Eco and Bio, healthy lifestyle and growing social awareness about taking care of the natural environment - these are the trends that are gaining popularity in recent years. They are also reflected in consumer behavior. The e-commerce market follows the customers' demand and is increasingly proposing nature-friendly solutions. And the form of e-commerce is conducive to ecological solutions.

 

Statistics show that the main group, interested in ecology, are "young adults", most often parents, for whom the motivation to care for the environment is the future of their children. Women and people with good material status prefer organic products. This group also includes people with higher education. The group of 45+ and even 65+ consumers who consider ecological aspects while shopping is also growing significantly. According to statistics from the public opinion survey "Attitudes of Europeans towards building the single market for green products", 77% of Europeans are ready to pay more for a product, if they are ensured about the ecological nature of the product and service. In countries with high economic development, more and more frequent are practices based on corporate social responsibility (CSR) - these are actions aimed at convincing clients to pro-ecological attitudes and limiting the demand for products that have a negative impact on the environment.

 

Ecology and economics - can it be combined?

 

Consumers are increasingly perceiving the negative impact of some shopping choices on the environment. The biggest players, in the world of commerce, have already noticed this relationship and are trying to convince customers, e.g. by offering environmentally friendly packaging. More and more companies are decreasing the use of plastic in their service. Global brands joined this movement, such as Ikea, who declared to eliminate all one-use plastic from there sales. Another example is Adidas, who is planning to produce all their shoe line from recycled plastic. This is not only a wise marketing move but also a financial calculation. In the long run, nature-friendly solutions bring real savings and also build a positive image of the company. In surveys carried out on behalf of the European Commission in 2012, 80% of respondents indicated that they prefer services and products of companies that care about ecology.

 

You do not have to be a market giant to join the pro-ecological activities. Alternatives to plastics are widely available and do not require much investment. It is worth, for example, replacing bubble wrap with recycled grey paper, or styrofoam with a biodegradable dropper. Instead of the usual foil tape for securing parcels, you can choose the paper one. Product packaging and parcels should be made of recyclable or biodegradable raw materials. Cardboard boxes, cardboard, wood wool - there are many options. However, remember that such a change does not have to be a complete revolution in your business - start at least by optimizing the use of materials.

However, it does not stop on the packaging. Some companies are beginning to introduce "ecological policy" to present themselves to their customers as an ecologically aware brands. Declarations on minimizing exhaust emissions in the logistics process, recycling, minimizing the number of sales documents printed, or using 'green' energy sources - those are popular steps. It is a commendable attitude to offer in the store the products, which were produced in an ethical way, and are sourced from reliable producers. Many brands informs about reducing water use in their production. Some companies also engage in charity support for ecology. An example is the Swedish Fjällräven, which a few years ago actively engaged in the protection of polar foxes. An example from Polish market is action led by bottled water producer Żywiec Zdrój, who in the campaign “On nature side”, together with National Forests planted 6 million trees.  

 

However, it is worth being honest in such activities. There were also companies that used the pro-ecological attitudes of consumers only for their own profit - raising prices but only pretend to care for the environment. This type of manipulation, known as "greenwashing", mislead the recipient, offering only the illusion of an "eco-friendly" solution. Such behavior is not worth duplicating.

Whether it's a temporary trend or a sincere concern for the planet - being eco pays off. In addition to the obvious reason for caring for the future of the environment, this is also a positive message for customers. A brand that is socially aware and respects nature has positive associations. It is worth considering implementing these suggestions in the life of your e-business.

Posted in Best Practices Ecommerce By: Brygida Kesler

The etymology of the word "robot" is derived from the literary drama of the Czech writer Karel Čapk "Universal Robots Rossu” from 1920. Amazingly, after just a hundred years, what was once a literary fiction is now our everyday reality. 

Automation is already existing in every field of life and it’s no different on the e-commerce market.

What is a Chatbot and How Does It Work?

Chatbot is a computer program created to conduct a dialogue with an online client. In principle, such a virtual assistant is to replace a living person in the customer service process. The chatbot does not need sleep or takes days off, can talk to the client at any time of the day or night and will respond immediately. Plus - it can talk to multiple clients at the same time. This is a very important factor when selling online if the customer's decision to buy is based on communication with the seller. 

Statistics show that customers of online stores decide to shop in the evenings and on weekends, outside of standard store working hours. Your store can be equipped with detailed product descriptions and a question and answer page. 

However, in real life, it sometimes happens that visitors either do not reach the content they need or have additional questions essential for the purchase decision. 

Customers value assistance in choosing products, especially in stores with a wide range of products.

If you don't live in the cave, the concept of chatbot is definitely not strange to you - this is how Siri, Google's assistant or Alexa work. Conversation bot technologies are constantly developed with the help of "machine learning" and artificial intelligence. Thanks to this, bots can not only rely on the database loaded into them but also gradually learn from conversations that have already been made. 

In addition, spontaneous response generation functions (NLG) are being developed more and more. 

The function and manner of answering by the bot can be varied in terms of the specific expectations of the industry:

  • Information bot - answering customer questions;

  • Sales bot - aimed at bringing the customer to the end of the purchase;

  • Advisory bot - helping the customer choose the right product from the offer;

  • Remarketing bot - notifying about promotions, new products, etc.;

67015_4.jpg

These are just a few examples of using the virtual assistant function. Chatbot can be programmed to perform all of the above functions at once. It can also lead a more "natural" chat, make jokes or change the topic of conversation. It can also be programmed for up-sell and cross-sell activities so that it suggests additional purchases to the customer that match the query. 

Other popular features include:

  •  booking a flight or hotel

  •  ordering food by conversing with the bot on your own.




Chatbot Advantages & Effectiveness

It is worth realizing how a wide group of recipients can be accessed by using a bot. 

Between 50 and 90% of users of the Messenger application interact with chatbots.

Let us consider that only in Poland there are as many as 11 million users of this application. In addition, bots have a significantly higher ad click rate. Traditional newsletter emails account for around 20%, while the bot has around 80% effectiveness.

Such chat can be a great store optimization tool. Thanks to the data collected by him, you can analyze frequently occurring problems in queries and introduce improvements. Thanks to personalization, the bot can also save abandoned baskets, e.g. by offering customers personalized promotions or responding to leaving the sessions.

Interestingly, a chatbot can be given a "personality". This factor includes his response style, the unique language he uses, and the way he conducts the conversation. To create bots identity, you need an additional database that identifies the different generic responses that appear in most conversations. The assistant's original personality can make him more attractive to the recipient. An interesting example is Funbot from 4funTV station, which response to swearing. It was highlighted in the report "Polish Chatbots", where it was emphasized that this bot can detect the emotional attitude of the interlocutor, and analyze the history of conversation.

However, remember that chatbot is still a robot, not a living man. How well he is doing, depends mainly on the ability of the person programming him. 

However, even the best-prepared one will not reply correctly, if it cannot find the answer or does not understand the question. It is, therefore, necessary to supplement his activities with a real consultant who can take action when needed. If any task exceeds the capabilities of the bot - he will be able to send the client to a competent employee. 

Grafika: chatbot-jak opisałbyś chatbota swojej babci? użytkownik-moja babcia nie żyje. chatbot - OK, dzięki za feedback...

The process of incorporating a chatbot into an e-store should be well analyzed and adapted to the specifics of the industry.

The benefits of such innovation are:

  • time savings 

  • easier contact

  • less stress in hotlines

  • convenience for customers. 

Artificial intelligence is still far from completely displacing the human factor, but it is an innovative and effective tool in communication with the client that can bring real profits for the business.

Posted in Online Marketing Best Practices Ecommerce By: Brygida Kesler

As every year, the most important event in the world of commerce is approaching - Black Friday. In 2019 the date of the event is on November 29th. Although the fashion for this American shopping holiday has come to Poland just recently, it is becoming more and more popular every year. Is it worth engaging your online store in this event? How to prepare for it? We answer in the article below!

Statistic data

Statistics conducted in 2018 show that around 60% of Poles have already met with the term Black Friday. This is a significant increase compared to survey from year before, where only slightly more than 40% of respondents gave a positive response. According to statistical data, on last year Balck Friday an average Poles spent around 340 PLN on shopping. The total shopping expenses of Polish people from that day exceeded 2.3 billion PLN nationwide. The most popular industries during this event are footwear, clothing, multimedia, electronics and household appliances.

However, because it is still a fairly new phenomenon on the Polish market, many online stores decide to extend the event for the whole weekend, or even the whole week. Similar activities are also observed on foreign markets, where Black Friday is often changed to Black Week. In addition, there are similar events in the same period - Cyber Monday (Monday following Black Friday, this year on December 2nd) and Free Delivery Day (December 10th). From the above facts it is easy to deduct that the end of November and the beginning of December are a good time for increasing the sale and promoting your online store. However, to really gain - you need to be well prepared. How?


1. Prepare your online store

One of the most important steps is testing the entire purchasing process. This servs catching any problems before the traffic on Website increases. It is good practice to prepare a separate landing page for promotional purposes only. You can associate this page with the main page, e.g. through a dedicated banner. It is worth adding labels informing about the discount to the products covered by the promotion. You can also include a special pop-up on the homepage.


2. Prepare the warehouse

A product that has been ordered by a customer but is missing in your store's assortment is a real loss. Consumers do not like to wait for products and their confidence in the brand is falling. Unfortunately, you cannot predict exactly how much of your goods will be sold during the offer. It is best to prepare yourself by stocking up the warehouse. If, for example, due to the small space, you are unable to store a large amount of goods, it is worth considering the help of an external logistics partner.

3. Prepare your marketing campaign

The advertising campaign is one of the most important elements in case of Black Friday. It should include activities on social media and email newsletters to customers. Good practice is to familiarize yourself with the content prepared by your competitors and sales leaders from the previous year. It is important to prepare some original, interesting graphics and email templates. You can also use solutions such as gifs, movies and memes. It may not be easy to stand out from many offers, so you should think about it, plan it and prepare yourself in advance. You can also start your social media campaign earlier, e.g. the countdown to the start of the promotion. You also can't forget about the hashtags that will help promotion hunters to find you.


4. Prepare a good offer

It is worth focusing the promotion around one or few products for which you can realistically minimize the margin, or even sell them completely "at cost". It is worth linking the products covered by the promotion to other products with a higher margin, through Cross-sell or Related Products. For example, you can offer a big price cut for an electric drill driver, but offer an additional purchase of a set of drill bits, tool bag and other accesories with a higher margin. It is worth enabling the Wishlist option, so that customers can save and analyze their purchase plans, or even suggest them to someone else as an idea for a Christmas gift. Also consider forms of promotion like "Second product 50% cheaper" or "2 + 1 free". If you run a loyalty program - add for e.g. extra bonus points.

5. Be honest

Consumers are not stupid, and they will not be easily fooled by an unreliable offer. We are talking about pseudo-promotions, build on raising the prices just before the sale, to drop them back in sale day, or giving an incorrect, inflated price "before the discount". However, this is not a good approach - the perceptive customer will realise before making a purchase. This reduces the credibility of the store in his eyes. If the discount does not disappear after the end of promotion days and "hangs" in the store for next weeks - customers will also notice this and will feel cheated. Trust in your brand will fall, and consument, even if bought once, will not be a loyal, returning client and will not recommend this store further. As a result, you'll lose more than you've gained from several visitors who have been deceived.


6. Ensure a good after-sales relationship

These types of discounts are accompanied by spontaneous purchases. Products that were not plan to buy often land in the customer's basket, because he decided to do so under the pressure of a limited time offer. However, there are methods to help your client during "buyer's remorse". A good idea is an „thank you” email. You can also share the reviews of other satisfied users. Encourage the customer to leave opinions about the product and service himself. Make sure you have a trouble-free return and warranty system. It is also worth offering a package tracking option. The positive experience of after-sales service will increase the chances of getting loyal customers who will come back for more.

Posted in Best Practices Ecommerce By: Brygida Kesler

This month we have very good news for the Blugento clients, for the team and for our partners. Blugento drew a 1-million euro strategic investment, after signing an international agreement with the R22 Polish group.

Read More
Posted in Ecommerce By: Bogdan Dumitru

Magento Imagine is an event that you don’t want to miss if you’re an eCommerce professional. That is why a couple of members of Zento’s team, namely Sandu Babasan, CEO, and Vlad Stanescu, CTO, attended Magento Imagine 2018 with a few of goals in mind:

  • Connect with the global eCommerce community;
  • Learn the latest updates and innovations in the industry;
  • Get inspired by some of the brightest commerce experts.
Read More
Posted in Ecommerce By: Blugento Admin

There are two options when a visitor lands on your product page: you either win them as a customer or you lose them.

This means that how you present and structure your product pages is not important only for search engines, but it can also impact your conversion rates.

Read More
Posted in Ecommerce By: Zento

Most online shoppers will get disappointed if they land on a product page and notice that the item they’ve wanted to purchase is no longer available. Luckily, you can turn their disappointment around and not lose them as customers.

Here’s how to approach sold-out product pages.

Read More
Posted in Online Marketing Best Practices Ecommerce By: Blugento Admin

If you want to become a leader in your industry and make more informed decisions, you need to start relying on data-driven facts.

Here are some of the best tips you can use to boost your online store’s growth this year.

Read More
Posted in Online Marketing Best Practices Ecommerce By: Blugento Admin

Acquiring new customers is more expensive than retaining the ones you already have.

As a result, successful customer retention programs have excellent ROI and successful businesses concentrate on extending customers' lifetime value .

Then, the question is: What does a successful customer retention strategy look like in the eCommerce industry?

Read More
Posted in Best Practices Ecommerce By: shop manager

Customer lifetime value is an essential metric for eCommerce businesses. Why? Because this metric will have a low value if your customers shop only once on your online store and will never return.

This is why you should focus on creating a relationship with one-time buyers and turn them into repeat customers. You won’t be able to turn all your one-time customers into loyal buyers, but this tactic is more cost-effective than trying to get new people to purchase from your site.

Here are the best ways you can use to keep new customers interested in your company.

Nurture Them With Emails

Lead nurturing emails get up to ten times more responses than sales emails. So if you want to keep them engaged with your brand, don’t be pushy by sending promotional emails right from the start.

You can use these ideas for the emails:

  • Customer stories. You should take advantage of user-generated content and send an email where customers share stories about their experience with the products you’re selling. Chances are that some of them will relate to those stories.
  • Educational content. Here you can send some of your best and most helpful blog posts to educate your new customers either about your products or your niche.
  • Entertaining content. Everyone loves entertainment, so if the educational content doesn’t suit your niche, then you can send some funny videos with cats for example if you’re selling cat toys or cat food.
  • Content curation. You don’t need to send your customers emails with links to your blog posts every single time. You can also do a content curation of the best articles in your niche. Make sure that the selection you’ll be making is interesting and helpful for them.

Exceed New Customer Expectations

In order to turn one-time customers into loyal buyers, you need to be different and stand out. How? By using these ideas:

  • Send a thank you email/note. After your customer received the order, we recommend sending them a personalized thank you note and let them know that you are grateful to have them as a customer. If you have too many customers and simply don’t have the time to handwrite the notes, then send them a personalized email. Even though automation may be way easier and quicker, the effect will not be the same.
  • Be proactive. Being proactive shows that you care. Reach out to your new customers and ask them if they need help with the product they bought. This will help you be aware of any potential issues that may have occurred and even avoid negative reviews online.
  • Provide fast customer service. First impressions matter a lot. In eCommerce, they can determine whether a one-time customer will purchase from you again or not. Providing fast customer service, whether on email or social media is one sure way to exceed your customers’ expectations.

Use Retargeting

By using Facebook retargeting pixel, you can retarget all the visitors that have reached the checkout page. That way, you will be able to build a relationship with them outside of email.

Here are some ideas you can use for the ads:

  • Tell them about new products that you’re launching;
  • Promote the new sale you’re having;
  • Create a special “comeback” discount just for them.

Conclusion

Seasonal shoppers are very common around Christmas, Black Friday, Cyber Monday, or during any other periods when you’re having a major sale.

Even though you won’t be able to turn all of your one-time buyers into loyal customers, these tactics will pay off in the long run by helping you build a relationship with them. Some of them will buy from you again, and some will probably tell their friends about you. Either way, it’s a win-win.

Posted in Best Practices Ecommerce By: shop manager

When you first start an online store, it may not be as hard to do everything yourself or with the help of a couple of people. It’s quite easy to be up to date with every operational aspect of your business.

But as your business grows, you need to hire more people, and you start realizing that what was working in the beginning, cannot be applied anymore.

That is when you need to start using eCommerce automation because despite how many more employees you’re going to hire, people don’t scale and so only automation can help you achieve sustainable growth.

First, let’s define eCommerce automation.

What Is eCommerce Automation?

Your employees most probably have a lot of small tasks that they need to do every single day. At first glance, they don’t appear to be a huge time waster, but if you combine them, you’ll realize how much time is actually spent on them instead of doing something more productive.

eCommerce automation combines software and processes to reduce redundant tasks and manual workload, it simplifies workflows, and you can also use it to do all kinds of experiments.

Automation can be applied to many different areas, such as orders, marketing, segmentation, tracking, reporting, or promotions.

Now, let’s see why every online store should take advantage of automation when their business starts to grow.

Why You Need To Start Using eCommerce Automation

1. It helps reduce cart abandonment

With automation, it’s easy to retarget people who visited your site but didn’t buy anything. You can use either cart abandonment emails or Facebook ads. For sending the emails, you can use an email platform such as MailChimp.

2. It helps with inventory management

For aspects related to inventory, shipping, or anything else that has to do with the products, automation can save so much time.

You can set up alerts, so you know when certain products are low in stock. That way, you can restock before they run out. Also, you can automate a process that will remove from the site products that have been discounted so you won’t need to do it manually every time.

3. It helps you connect with new customers

Establishing a relationship with new customers right from the beginning is critical. They should receive more than just the invoice for their order. A welcome and thank you email is recommended if you want to connect with them.

With automation, this process can be streamlined without a fuss.

4. It improves customer service

When it comes to automating customer service, we’re not referring to removing human interaction. In ecommerce, automation can help by integrating multiple channels so that your staff has access to previous communication history with every customer.

5. It helps you run promotions more efficiently

The marketing department can benefit from automation as well thanks to the fact that they can be notified whenever inventory for certain products is low and stop promotions for them.

Another scenario is one where new products are added to the site, and so they will be notified to start a promotional campaign.

Conclusion

When it comes to ecommerce automation, you must not forget that it should not replace human interaction. You should still spend time talking back and forth with your customers and have employees resolve any issues they may encounter.

In the end, eCommerce automation should be about eliminating manual work and redundant tasks so that you have more time to experiment and focus on growing your business.

Posted in Best Practices Ecommerce By: shop manager

The buying decision is a complex process which is why omnichannel retailing has increased in popularity over the years.

The main difference between traditional marketing and omnichannel is that the latter one delivers a seamless and consistent experience to customers at every touchpoint, including brick and mortar stores, marketplaces, social media, web, or mobile.

It’s all about connecting the dots between the channels people use to research and buy products. Let’s see why retailers should take advantage of omnichannel.

Consumers’ Behavior Has Changed

The first step towards building a robust omnichannel strategy is understanding how your audience is shopping.

This is something that has changed over the years, and now, customers are shopping differently.

For example, a buyer may check out the stock availability for a particular item on the online store so they know if they can grab it from the offline store. Or they may visit the offline shop to check the quality and the fit of a certain piece of clothing and then purchase it online for a better price.

There’s also the case where consumers search on marketplaces for a specific product and then go to a company’s site to place the order.

The bottom line is that online shoppers begin their search on various channels which is why it’s important to be present on all of them and create a unified customer experience.

More Channels, Bigger Revenue

This recent study revealed that 73% of customers used multiple channels during their shopping journey. Channel was defined by websites, mobile applications, interactive catalogs, in-store tablets and others.

The omnichannel customers used smartphone apps to compare prices or download coupons, and also took advantage of interactive catalogs, price-checkers, or tablets.

The conclusion of the study was that the more channels a consumer used, the more money they spent.

For example, customers spent on average 4% more on in-store shopping, and 10% more for online purchases compared to those who used only one channel.

Similarly, another study found that companies who are using an omnichannel strategy saw an average of 9.5% increase in revenue year-over-year.

Omnichannel Increases Your Product Discoverability

Ultimately, omnichannel is all about getting your products in front of as many consumers as possible.

This study showed that more than 40% of consumers start their product searches on Amazon and search engines. So when it comes to omnichannel, you should:

  • Open a pop-up shop. If you don’t have a brick and mortar shop yet and you want to see how that would go for you, you can do a test by opening a pop-up shop.
  • Optimize for search engines. Because search engines are one of the top three tools consumers use to research products, you need to make sure that people can find your site. Product descriptions, meta information, keywords, mobile-friendliness, SSL certificate, blog posts, and backlinks are some of the most important aspects to consider for proper optimization.
  • Be present on marketplaces. Amazon is the world’s largest marketplace, not to mention the fact that almost half of all online product searches begin here. So if you’re not present here, then it will be hard for your potential customers to find you.

Conclusion

Retailers of all sizes need to take advantage of these facts and realize that they need to utilize all the channels available out there in order to be where the customer is doing their research.

Hopefully, this article helped you get a better grip on what omnichannel eCommerce means and that it will serve as a guide on how to get more customers.

Posted in Ecommerce By: shop manager

Every eCommerce company is in the “people” business. That’s why it’s critical to provide exceptional customer service.

It will not only help you make your customers happy, but on the long-run, it can be used as a marketing strategy, as a powerful customer retention technique, and it can also raise awareness for your brand.

Do you want to stand up to your competitors and wow your customers through customer service? Then you need to apply these tips.

1. Provide Multichannel Support

Nowadays, customers are more impatient than ever which is why they expect to be able to contact online stores through multiple support channels.

Being available on multiple channels will also help your business provide more timely answers to your customers, which is one of the aspects that matters most to online buyers.

To cover all your bases, you should be using:

  • Email;
  • Phone support;
  • Social media;
  • Live chat;
  • Helpdesk.

2. Listen On Social Media

Customers won’t shy away from posting bad reviews about your company on social media. In fact, they will choose this over contacting you directly and trying to solve the problem they encountered.

People are more likely to share their bad experiences instead of the positive ones. So you need to listen to what your customers are saying on social media and be responsive about their complaints.

More than 60% of customers admit that they won’t make any purchase from companies that don’t answer to negative reviews.

3. Track Customer Interactions

To help your customer agents avoid wasting any time and eliminate confusions, you need to keep track of all the customer interactions. That way, everyone will have access to the conversation history with each customer, and they will be able to establish a rapport with them.

Additionally, the data can prove invaluable when trying to determine how to improve your services and increase customer satisfaction.

4. Set Up A Knowledge Base

Creating a knowledge base on the site for your customers is a cost-effective way to provide excellent customer service. In fact, self-service is something that most people prefer, especially if they can find the information they’re looking for.

The only thing that you need to keep in mind is that the knowledge base needs to be done right in order to meet your customers’ expectations.

5. Provide Timely Responses

Fast service is something that most customers desire nowadays. Depending on the customer service channel used, their expectations when it comes to response time can significantly differ.

Here are some examples:

  • For email, more than 70% of customers expect a response time in less than 12 hours;
  • For phone support, 40% of customers expect an immediate response;
  • On social media, more than 70% customers expect a reply in less than two hours.

Responsiveness can influence how people perceive your company so you should try your best to meet their expectations and even exceed them.

Excellent Customer Service Is A Sales Tool

People want a superior experience from the brands they already love but also from brands that they’ve just heard about. A positive customer experience can go a long way, which is why all eCommerce businesses should provide multiple channels for customer interaction.

Empathy and truly understanding customer challenges are also important aspects that set your business apart so if you invest in customer care, loyalty will follow.

Posted in Best Practices Ecommerce By: shop manager
Page:
  1. 1
  2. 2