Five effective measures: Increase sales opportunities in the e-shop
In 2018, retailers in Germany earned over 53 billion euros with e-shopping, for 2019 the German Retail Association expects 57.8 billion euros. The potential is immense. But how can it also be exploited by small and medium-sized companies – without investing large sums in traditional marketing and advertising?
One approach is the continuous improvement of the e-shop. There are numerous opportunities here that companies can use for themselves. The following five measures can be implemented quickly and promise good results.
Anyone looking for a new bike is definitely interested in suitable equipment. Whether helmets, knee pads or drinking bottles – suitable additional offers make both customers and providers happy. However, the prerequisite is that the correct products are automatically displayed.
However, this only works with a corresponding data link: If a product is in the shopping cart, associated goods can be presented via its features or article groups. One obstacle here: these connections are often difficult to manage in the e-shop. It is therefore advisable to use an ERP system with an integrated web shop.
In addition to displaying similar products, companies can also provide their customers with added value at the product level. For example, by offering additional services. For example, if a customer buys a tablet in the e-shop, they may also be interested in an extended warranty or an installation service.
Important: If the customer decides on a service, this information must also be stored in the customer administration with the purchase. This is the only way for customer service to be able to access the agreement months later.
If you are looking for a new service provider on the web, you will often find a wide selection. But which provider is the right one? More and more users are answering this question with the help of recommendations and comments. Since many customers do not have the time or inclination to share their (positive) experiences, e-shop operators can work with incentives.
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These should not be seen as a bribe, but as a thank you for the effort. One obstacle: companies are often afraid of bad reviews. These appear authentic and can even favor the purchase of a more expensive alternative in your own shop.
Whether watching TV, in the bathtub or on the go: online shopping is often done on the side. Anyone who wants to inspire their customers here and encourage them to buy needs inspiration. These can be short videos, emotional pictures, but above all exciting content.
For example, a suitcase manufacturer can publish interesting travel reports that make you want to go on your next vacation. Or in the e-shop there is a section with tips and tricks that give visitors advice on a travel destination. With such measures, e-commerce companies increase their awareness and lure customers to the site again and again.
Caring for existing customers is just as important today as acquiring new customers. It therefore needs incentives that lure existing customers back into the shop and encourage them to buy again. For example, with promotions such as free shipping from a certain purchase value or with individual promotions such as a mail reminder for reorders.
The subject of personalization in particular plays a major role here: the more individual a mailing, offer or content, the greater the chance of a sale. The basis for this is the link between the ERP system and the Customer Relationship Management (CRM) system, which collects all customer data and interactions in accordance with GDPR.
It doesn’t always have to be the expensive marketing campaign that drives online sales. In the first step, it is often enough to work with what is already there. By optimizing the e-shop, existing opportunities can be used. The most important thing is the linking of the data sources from ERP, CRM and e-shop. Only when these three systems interact with each other can companies make the best possible use of the current potential of e-commerce. In the best case scenario, the modules ERP, CRM and e-shop are already integrated in the cloud system. This means that there are no interfaces and the data is immediately available in all program parts.
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