Our best practice posts contain examples for well-implemented business models, a professional approach to problems, or intelligently packaged marketing campaigns. Both the procedure and the implementation of certain, less well-known, strategies are introduced with concrete examples. This allows companies to become familiar with the use of new methods and means, so that their own campaigns or implementation in the area of marketing or e-commerce will be just as successful.
Anyone attempting online retail will realise the following. Success doesn’t just happen without any input. And even those who have been successful in e-commerce for a few years should ask themselves a question again and again: How can what I offer be even better?
This question often carries others with it. What ensures that visitors to my online shop not only surf on my pages but also follow through on a call-to-action? How do you ensure that customers not only order something once but that they become regular customers?
In order to answer these questions intelligently and to increase sales and customer loyalty in the long term, without immediately forcing a huge relaunch, one can heed a few tips to get the screws tight and correctly aligned.
2019 means it’s Alibaba’s 20th birthday! In China, the Alibaba Group is already the largest e-commerce company, but the company continues to grow in the west. From a small, quick deals marketplace to multinational Internet giant that pleases its customers.
Apples and pears falling from trees, grapes hanging from vines, and here in the office, home-grown zucchini are given away in all sizes, because colleagues with their own garden aren’t able to eat everything on their own.
Nature itself might be wasteful, but the food industry and humankind are even worse. One in eight items bought at the grocery store will be thrown out without ever being eaten. Restaurants, cafes and bakeries have to follow very strict requirements and dispose of much at the end of the day. And a lot of products that were produced and grown, don’t even make it to the market… Carrots are deemed too crooked and a yoghurt container could me missing a lid.
A digital transformation is helping everyone fight food waste. Buying food at reduced prices, cooking interesting recipes from ingredients you might not even think go together, and even artificially and automatically reducing prices for certain soon to expire products in supermarkets.
Superheroes rarely wear jacked-up jeans and sneakers except to camouflage their identities. Superheroes wear super suits of course. Suits that let them fly. Suits that protect.
But the idea of protecting and optimising with fibres and integrated technology is by no means science fiction. Smart fashion has been playing an increasingly important role in the clothing industry for some time now. This is affecting superheroes and super geeks. Because smart clothing can save lives. It can make situations in video games seem even more realistic. But it can also empirically prove how often women in nightclubs are felt up without their consent.
Consciously living and consciously consuming are trends that are no longer confined to a clichéd edge group. This new attitude to dealing with resources, oneself, and togetherness affects the individual as a private person, but also as a client, colleague, partner and entrepreneur.
In the German-speaking world, within the last few years, a packaging-free shop has joined others. Even supermarkets »without packaging« are a trend in the purchasing behaviour of more and more customers of all generations. How are retailers, manufacturers, and brands reacting to these demands?
People keep saying stationary retail is dead. But that’s not really the case. True to the motto »Transform or die!«, The role of branch locations is being redefined and promoted through innovative store concepts. Stationary businesses are no longer seen as just a sales instrument, but they are increasingly developing into service points.
The focus is therefore no longer solely on selling at any price, but to quench the thirst for information typical of the discovery phase and to arouse curiosity. For this, new branch concepts rely on a lot of technology and a small, frequently changing product range.
It is even desirable that customers come to the store, look at products there and try things out before they finally go back without having bought anything. The thought behind this? If the experience remains positive, the purchase will eventually be made through any channel.
All of this promises and enables a new concept, which is becoming more and more prevalent, especially in the United States: Retail as a service. What’s behind it, which success stories are paving the way, and why this approach for manufacturers and brands can be so attractive, will be clarified for you in this article.
Platforms. Really? Yes really. A buzzword, especially in e-commerce, that really isn’t losing any importance. But… Everyone wants to build a platform. Brands, retailers, and manufacturers kept asking themselves: Platforms, yes or no? But now they’re asking themselves which platform they want to integrate with. The answer is pretty simple. Go where your customers are.
And where are your customers? They are where the widest range of products and service are available. They’re where they can choose from this offer. Whatever is the easiest, fastest, and best priced. They’re shopping where it’s an experience. After all, those are the added values that go into creating an outstanding user experience – the sacred customer experience. And through platforms, brands, retailers, and manufacturers are able to fulfil that customer promise.
What the platforms of this time promise and why they’re so successful, will be brought to you today.
What’s easy to do in B2C is hard to do in business-to-business. Excite users, create loyalty, and have them as returning shoppers. But why is that so tough? Quite simply, it’s because you can assume that people have a wall up when they come through the office entrance.
With a view to creative marketing strategies and close customer relationships, this attitude is completely counterproductive. After all, even in B2B, decisions are made by people who don’t want to forget their gut feeling from 8 am to 5 pm, but want to be inspired by a similarly good experience as with private online shopping. B2C strategies and measures can also work with business customers.
A perennial favourite among optimisation suggestions: personalisation. Haven’t tried it? You’re gonna. In the digital business, what employees have to do with personal consulting services in local commerce has to be tackled differently.
If you want to increase the conversion rate of your online shop, you have to invest in your customers to build trust. Gaining confidence leads to success on many levels. Above all, a renowned seal of quality should be mentioned, but also a high-quality design, transparency in data entry in the registration and checkout process, and not least positive feedback from previous customers, which is prominently staged, create trust. In the third part of this series you’ll learn how you can win over at first glance and thereby ensure long-term customer loyalty: »Conversion optimisation – Tips for better user experience and more success in e-commerce«.