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5 Customer Retention Strategies

A few minutes of googling will tell you that acquiring new customers is more expensive than retaining the ones you already have. The difference in costs varies from industry to industry, but the fact always holds true.

Successful customer retention programs have excellent ROI.

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

There isn’t a “be all and end-all” answer. Instead, there are plenty of plans that work. We’ve selected for you five of the most efficient:

1. Remarketing Campaigns

In a way, you could call remarketing the root of all customer retention strategies.

If you’re unfamiliar with the term, remarketing is the practice of creating marketing campaigns specifically geared towards people who have interacted with your store in the past, whether they’re clients or just visitors.

The great thing about this strategy is that you can leverage the data you have to create personalized ads for your clients. Start with their purchase history and on-site behavior and create ads based on their interests.

This strategy allows you to approach all your clients in short period of time. Use it to boost the sales of your online store when you’re in a hurry.

2. Loyalty Perks

This time-tested strategy has been in use since before the internet was a thing. Probably the most common example of loyalty programs used in brick-and-mortar stores was in the form of cards. The perks these cards offered varied:

  • For every X you buy, you get Y for free;
  • 5% off your next purchase;
  • Gift cards that can be used in that store.

The list goes on. On the internet, however, you have even greater leeway to offer special perks to loyal customers. Besides the aforementioned bonuses, you could offer things like:

  • Free shipping;
  • Exclusive content in the form of a newsletter or blog posts.
  • The chance to try new products before everyone else.
  • Access to “loyal customers only” contests and raffles.

Even the classic bonus point system can be greatly customized around purchase frequency and order value. The quintessential rule is that the perks should encourage people to keep coming back.

3. Unbeatable Exclusive Offers

While it’s nice to get a message when a new product you’re interested in is out and while special perks can help you save some money, a super offer stays with you for a long time.

Big discounts are sure to bring people on your eCommerce website, but you can’t cut awesome deals for everyone and expect to turn in a profit. That’s why you should put aside these big moments for your most loyal customers.

The strategy is to convince a customer to stay with your online store by offering extremely good deals from time to time. While not profitable in the short term, you stand to gain many loyal customers that will keep bringing in money to your store.

4. Surprise Gifts

By clearly stating the benefits that loyal customers get, you offer them a goal to strive for. Yet, a surprise gift added to their package can have a much deeper impact on their view of the store.

An unexpected gift can bring glee to your return customers and shows how much you value them.

The most important aspect is how relevant your gift is for the customer. Use your collected data and choose something that will actually be useful for them. The bonus item should not only inspire loyalty, it should also represent your brand.

5. Genuine Gratitude

Sometimes, you don’t need bells and whistles or discounts to retain customers. A few kind words can have the same effect.

With the technology we have today, it’s easy to reach out to customers and thank them for their business. Here are some of the tools at your disposal:

  • Personal emails – a simple email may lack the pleasant design of a newsletter, but it can make up for it with a heartfelt thank you.
  • Active social media accounts – Facebook isn’t just for promotion and announcements. Use it, together with other social media networks, to communicate with your audience and show your love.
  • Phone calls – the most direct method on this list, calls should be reserved for your most loyal customers. Brighten their day with a few kind words.
  • Handwritten cards inside packages – a classic method that still works wonderfully to this day.

Our advice is to avoid trying to automate thank you messages. People can tell how much heart you put into them.

Conclusion

There are many ways of convincing clients to keep coming back. At least a few strategies will work well with your brand and audience so do some experiments. See what people respond to.

Remember: the first step towards customer retention should always be excellent customer service.

Don’t forget to check out our blog for more eCommerce tips and guides!

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Data-Driven eCommerce Tips for Growth

eCommerce is a highly competitive market which is why business owners may find it hard sometimes to find the right strategies that can grow their traffic, conversions, and revenue.

Well, we have a secret to tell you: looking at the data can help you figure out the basics of crafting a marketing strategy that delivers results.

So 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.

1. Create A Solid SEO Strategy

Organic Search is the second major source of traffic for online stores, after direct traffic. This means that if you haven’t started working on an SEO strategy yet, then you should start doing it right away.

The lack of using SEO tactics costs you leads and sales, so it’s essential to help your audience find your site in search engine results.

Having a keyword strategy will help you discover which terms your audience is using in their buying journey.

2. Site Optimized For Mobile

Until recently, Google considered the desktop site the primary version. But because mobile traffic spiked in the last few years, they recently rolled out mobile-first indexing, which means that the mobile site will now be considered the primary version.

This update will be rolled out gradually, but your online store needs to be ready when the time comes. You need to make sure that you have a mobile version of your site that loads fast and provides a flawless user experience.

3. People Love Free Shipping

One significant aspect that can lower your conversions is the fact that you don’t offer free shipping. As it turns out, if you decide to include this option, customers will actually spend more money on a single order.

If visitors are not happy with the fact that you don’t provide free delivery, then they will most likely leave your site and find another online store that can comply with their preference. If you can’t offer free shipping on all orders, we recommend adding this option for orders that exceed a certain amount of money.

Social proof is a vital element that can reflect on your conversion rates. Product reviews are especially important for first-time buyers as they can convince them to place an order.

4. Product Reviews Matter

The reviews are important for search visibility as well. You can implement the schema.org markup, and so Google will display the star ratings in search engine results, which can increase the click-through rate. Reviews are trusted just as much as personal recommendations so it’s definitely worth having them.

5. Link Building

Backlinks remain one of the three most important Google ranking factors, and so earning quality links needs to be part of your growth strategy.

Here are two ideas you can use to earn more backlinks:

  • Connect with influencers. Influencer marketing is a big trend these days so you need to jump on the bandwagon and identity influencers you can work with. Because their sites already have authority, you will gain valuable backlinks from them.
  • Partner up with other brands. Find brands that sell products which don’t compete with yours. Make sure you identify with them, that you can create a mutually beneficial partnership and think about what kind of offers you can run together.

Conclusion

These data-driven tips are based on what the big names in the industry are already doing and so the secret to achieving success as an online retailer is first to apply these tips and then just get creative.

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Why Your eCommerce Needs To Be Mobile-Friendly

When you’re running an eCommerce business, it’s essential to optimize and design the site based on the users’ behavior, not just for search engines.

Today, mobile traffic for online stores accounts for more than 50% of the entire visits. This means that you should provide the best user experience for desktop AND mobile users.

Is your eCommerce site mobile-friendly? If it’s not, then continue reading to find out why it should be and how your business can benefit from it.

Mobile transactions have increased over the years

And they will continue to grow as more eCommerce businesses understand the importance of optimizing not only the product pages but the checkout flow as well.

Studies have shown that people tend to buy stuff online when they’re sitting in traffic, killing time between meetings, or when they’re waiting in line or for the bus. These people won’t wait until they get home and place the order – they will do it during those few minutes they have to spare.

User behavior is different on mobile devices

Internet users are extremely impatient, especially when they’re browsing on their mobile devices. In fact, studies show that more than half of your online store’s visitors will leave the site if it doesn’t load in three seconds.

Sites that are not mobile-friendly will load extremely slow, and even if a visitor decides to wait, the user experience will not be the best for them. So speed is of the essence for mobile devices.

Moreover, you should optimize your product landing pages as well. While browsing on a desktop, visitors spend more time reading information about products. For the mobile version, you should keep things as brief as possible.

Go for a minimalistic design, clear call-to-action buttons, and concise copy.

Google loves mobile-friendly websites

Every eCommerce business owner wants for their site to rank higher than the competition. But without a solid SEO strategy, chances for this to happen are slim.

That’s why you should rely on optimizing your site for mobile devices.

Why? Because in 2015, Google introduced a new algorithm which makes mobile-friendly websites more visible in search engine results. Organic traffic is significant for eCommerce businesses due to the competition so you should do everything you can for your site to appear in search results.

The more clicks your pages will receive from organic search, the more you will increase your ranking for certain keywords.

Google is connected to mobile-friendly websites in another way as well: the majority of online stores’ traffic comes from organic search. So if 50% of your visitors are using a mobile device when they’re browsing your site, they need to at least leave with a good impression of your site so that they’d have a reason to come back.

Mobile-Friendly Or Not, Here They Come

Try to put yourself just for a few seconds in your customer’s shoes.

Would you patiently wait for an online store to load just to realize that you have to pinch the touch screen to be able to use the site?

No one has time for that.

If you want to differentiate your eCommerce business and have a real shot at beating your competition, then having a mobile-friendly is certainly one way to do it.

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Importance of Ecommerce Automation

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.

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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.

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How to Use Cognitive Biases in Ecommerce

When it comes to making a purchase, we’re nothing but rational when we make that decision. That is because our brain is incredibly complex. What influences your customers’ decisions are cognitive biases.

Cognitive biases represent tendencies to think a certain way, even if most of the time they are not the most rational ways of thinking.

It’s important to be aware of them and how the human brain works because it will help you market your products more efficiently.

Here’s how you can use cognitive biases to sell more.

Availability Heuristic

This cognitive bias refers to the fact that people tend to rely more on their recent memory. It’s like a mental shortcut.

This means that people will use recent information to make decisions and form new opinions.

You can apply this concept to your online store by taking advantage of what’s happening in the world and the latest news to market your products. For example, if you sell smartphone accessories, you could have taken advantage of the iPhone X release to create new cases or some cool accessories.

Barnum Effect

This states that people will supposedly believe descriptions that are tailored to them, when in fact, they can be applied to a wide range of people.

That’s why horoscopes seem so incredibly accurate.

You can apply this cognitive bias in eCommerce by creating the message with just one person in mind, which is your ideal customer.

For example, you may be selling protein bars that are sugar-free, so your message will target women who pay attention to what they eat, avoid sugar, and go to the gym as well. This is specific and general at the same time, because there are probably thousands of women in this situation. But it’s only a matter of making each woman feel as if the message was specially crafted for her.

Hyperbolic Discounting

This cognitive bias emphasizes the fact that people tend to prefer immediate payoffs, rather than later ones.

If we’re given two rewards, we’ll prefer the one that would arrive sooner, even if the second one would be much larger.

In eCommerce, you can take advantage of this cognitive bias by offering express shipping, even if it costs more. People are willing to pay for it if it means they’re going to get the products sooner rather than later.

Humor Effect

People tend to remember funny memories and they’re also much more eager to share them with other people.

You can use humor to sell more but only if it feels natural and authentic. If you think you’re forcing it, better not do it at all.

Halo Effect

If we had a positive experience with a certain product, then we’ll be more likely to buy other products from that brand.

For example, you may be extremely pleased with your iPhone, and you decide to buy a MacBook as well, even though you could’ve simply bought a laptop from a different brand, with the same specifications.

You can use this cognitive bias for your online store by determining what your store’s greatest quality is. Is it a particular product, its personality, or the experience you provide for your customers?

Find out what sets you apart and use that to create the halo effect.

Conclusion

Appealing to your customers’ logic and reason will not put you in a competitive position. Instead, take advantage of these cognitive biases to persuade your visitors. Look beyond price and product pages, and you’ll start selling more.

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Design Thinking In Your Sales Strategy

If you are into the business management world, you’ve probably heard about the concept of “Design Thinking”. This methodology consists of understanding the person’s needs, in order to create the best process to reach the solution.

According to Arne van Oosterom, Founder and Senior Facilitator of DesignThinkers Academy , “It allows you to first find the right question and then fit the process to it. Design thinking gives you the freedom and tools to question everything and break away from constrictions, biases and blind spots.”

However, not everyone is aware of the benefits Design Thinking can bring to B2B and B2C strategies. One of the experts in this topic is Ashley Welch from Somersault Innovation, whose sales grew disruptively by approaching her customers following the basis of Design Thinking. From her experience, we defined these simple five steps for improving any sales strategy:

Step 1. Become a “detective”

One of the main lessons of Design Thinking is asking the “why” of everything and not taking anything for granted. For achieving this, you need to understand your customers in the deepest way possible and find a proper answer to the question: “Why do they need your service/product?”.

This may seem an easy and old-fashioned question, but it all depends on how further you are analysing the customer and how many factors you are using to find the answer. That’s why we need to become a “detective”. Once we understand their routines, body language, their way of working, their perspective, how they behave as a seller and as a customer, etc., then we will have a real proper answer.

Step 2. Be an Active Listener

When selling a product, we may make a common mistake, which is having an answer ready in our mind, even before the customer replies. This is because, as sellers, we are used to being focused on our product. However, the center of our attention should not be the product, but the customer. For this reason, it is very important to develop the ability of Active Listening, that is, hearing and understanding what people are really saying.

Improving our Active Listening skills is as easy as developing some simple habits, such as showing that you are listening by nodding, sharing your opinions respectfully and avoiding judgments and interruptions.

Step 3. Consider many different ideas

Another common mistake is using the same approach for different situations, just because it led to a desirable outcome in the past. Every person is different, then each customer will have different needs and different problems.

The best way of accomplishing this goal is having as many different opinions as possible and avoid any kind of judgement towards other ideas. You will reach a better outcome having five people working on it for one day, than having one person working five days.

Once you have all the ideas, try to complement some of them, instead of rejecting all ideas except for one. This process may take time and you may need to repeat it with different ideas. But once you reach the final decision, you will be sure that it is the best solution.

Step 4. Show your Value Proposition

It is time to meet with the customer and present your result. In the presentation, find a way to show them the deep research you did in Step 1. Make them see both your data-based and ethnographical findings. Doing this, you will make the difference.

Another tip to keep in mind, is letting them know that Design thinking is not only about covering customers’ needs, but also giving value to their businesses. That is why we should sell the solution as a Value Proposition. Presenting it from this perspective is one of the key factors for success.

Step 5. Be empathetic

Design Thinking is about understanding others’ needs, so that we always need to take into account their way of thinking and their emotions. Be curious about them. Only by doing this, we will reach an effective outcome.

Consider this as an advice and a reminder, more than a final step. Empathy must be present in all the process. As Arne van Oosterom said, “Design thinking is an essential mindset to build empathy with users, really listen and walk in their shoes.”

Conclusion

There are many cases of companies whose sales have grown after changing to a Design Thinking mindset, such as Tesla or Uber. But the results are always better when these steps are followed in every aspect of the organization, such as Operations and Human Resources. The key is always understanding others, being open-minded, having a willingness to learn and avoid negative criticism.

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The importance of video content in digital marketing

The importance of video content in digital marketing

In 2020, a brand that manages to grab the user’s attention first, will win the race, get a lead or even a new client. And video content is a great way for brands to accomplish their objectives because it’s easy-to-digest, versatile and engaging and it can also be shared on multiple platforms. Consumers like it because it is entertaining and engaging, and marketers use it because it can give a potentially huge return of investment (ROI) through multiple channels.

Video content is also very accessible to anyone with internet access, both to watch and to produce. While there is certainly a trend towards higher quality video on a professional level, anyone can create their own content in under an hour.

Market status

Studies have shown that consumers are 64-85% more likely to purchase a product or service that has video representation. This makes establishing a personal connection with buyers through the means of video marketing a key element in the future of online marketing. 

Also, the rapid growth of e-commerce has resulted in more consumers becoming comfortable with the idea of making their purchases online. This makes it increasingly important for companies to establish an engaging and personal connection. 

Motion outperforms static for attention

Naturally, movement catches a person’s eye and compels the viewer to pay closer attention. Websites that utilise videos to draw the attention of the viewer have an immense advantage over those that rely on simple text and images. Video content can take the shape of webinars, tutorials, ads, interviews, product videos, live streams, customer testimonials, presentations and so on. 

Video length

How long is the ideal video length?

Instagram: 30 seconds

Twitter: 45 seconds

Facebook: 1 minute

YouTube: 2 minutes

Social media

Another thing you can do is share your video content on social media. There are a lot of posts that bring almost no value at all to the audience, so the best way to stand out is to create something new and refreshing. You need content that engages, entertains and informs the audience, and the video content just happens to be the best way to achieve that. Statistics show that 55% of people watch videos online every day, and social media videos generate up to 1200% more shares than texts and images combined.

Facebook has shared the concept of “Pitch, Play, Plunge” – the three states that users tend to be in when using social platforms. Each state needs specific content created for it: 

Pitch – Users that are on the go – they could be travelling or just passively scrolling through the news feed on their mobile devices. To attract their attention, Facebook suggests short videos or immediate content (8-10 seconds long). These ads should catch the user’s attention quickly and get straight to the point before the user loses interest, and should be in vertical format to suit the mobile device being used. 

Play – Users that have a bit more time to “lean in” to their screens. The content created for users in this state should be interactive to get them engaged and keep them intrigued. Think 360 video, interactive video or even augmented reality.

Plunge – Users that can “lean back” and spend more time watching a longer piece of video content. Longer content would suit these users better such as a live stream, or something similar, that is engaging but, at the same time, holds attention.

Content creation

Here are a few things that need to be considered when creating this type of content:

-Tell a story – this can remove the direct feeling of being sold which can encourage someone to engage. 

-The first 5 seconds are the most important; they need to be captivating, representative of your brand and entertaining. 

Mobile friendly – desktop may still be the king of conversions but mobile ads are more likely to be shared. 

-Include a Call to Action – it’s important to let the consumer know what action you want them to take from the video. 

-If you include text, make sure it’s appropriately sized – otherwise it’s a waste as people will skip right past your ad.

Quality

It has been proven that video content can increase conversion rates in sales. However, poor production quality may have the reverse effect on a consumer. Products and services that are not presented well can drive away prospective business. As with all marketing techniques, quality should always be of the highest concern. When creating video ads and promotions for your website, be sure to carefully consider your ad campaign.

Conclusion and Key Take-Aways:

1. Video content is the best of both worlds. It gives your product a human touch, without being too salesy, while being a professional piece of content that engages and holds attention. 

2. Pay attention to the quality of your content. Whether you are creating video content for a client or your personal Social Media feed, you should always pay attention to the quality standards for each social platform and video length.

3. Play with your video content and be creative! Choose your characters in order to suit your desirable customer and tell a story through colours, movement and shared know-how. 


4. Hold back on the copy. Keep it easy to digest, fun and short!

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What is the ROPO effect?

“Research online, purchase offline” is a phenomenon often faced by online stores. Customers search for a product on the Internet, read about it, compare prices, get acquainted with opinions, but ultimately purchase this product in a stationery store.

According to The Gemius Report for e-Commerce Poland for 2019, the strongest ROPO effect concerns food products, home equipment, clothing, footwear, as well as cosmetics and perfumes.

If the seller has both an online and a traditional offline store, then he or she already knows the benefits of ROPO.

Though, what if your store only works on the internet? How do you retain customers and use the ROPO effect to your own advantage?

The Internet is a source of information. Here are a few tips on encouraging consumers to choose online shopping:

When customers need detailed information about a product, they usually turn to the Internet search engine first. Let’s make sure that your store appears in the search results. 

Whether if at all your store appears in the search results and how high its visibility is, that depends on the search engine algorithm. There are about 200 factors that affect the operation of the algorithm. They can be divided into two main groups:

– the popularity of the site on the Internet

– the page content and functionality

When looking for a way to improve your search engine results, consider Google AdWords advertising and positioning.

Take care of opinions

A good idea is to allow customers to leave reviews on the product page. This means not only product reviews, but also about the quality of your service. Recommendations will not only help you build your image, increase credibility, but also have a big impact on your store’s position in search results. 

As a result, you build trust with a potential customer. There are also portals which are collecting consumer opinions. It is worth ensuring to be present in those, where your target audience will be looking for information on products and services.

Be comparable

Potential customers often visit online stores to see the price range of a given product. So it’s worth being competitive and having some insight on the market. Consider the form of promotion through online price comparison websites. It allows you to reach a wider range of customers and ultimately, make your brand more popular.

Be unique

Make sure your product is presented in the most original form possible. Avoid copying descriptions from the manufacturer’s website. Unique content that stands out from the competition can convince the customer to choose your store. Also, do not forget about good quality product photos.

Take advantage of being online

Focus on what are the advantages of an online store over a traditional offline one. 

Lower prices, the comfort of shopping in pajamas on the sofa, a large selection of products and variants, access to the store around the clock and during non-working days, and fast delivery anywhere. If the customer has visited your store – encourage them to remain on your site. Remember to make your store responsive and intuitive, so that the customer feels comfortable while navigating through it.

It is always a nice touch to provide the customer with the option of returning or exchanging the purchased product. Also, place clear product warranty information. Make sure you can provide possibly the cheapest and fastest delivery. Moreover, you can offer a discount for newly registered customers, a lower price when multi-buying or a loyalty program.

There is also a phenomenon quite opposite to the one described above. Reverse ROPO is a situation when a customer obtains information about a product in a traditional store, to later make an online purchase. 

Reverse ROPO

This is a great opportunity for online marketers. In this case, the most important factor is a competitive price. The Gemius Report for e-Commerce Poland for 2019 indicates the occurrence of inverted ROPO for clothing, footwear, and home equipment.

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Chatbots in the e-store

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.;
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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.

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Ecological e-commerce

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.