The consumer still prefers the “real” store, rather than the virtual one. But this difference is small. Today, the buyer wants to have a choice: order online or search for goods live. Therefore, these two options are fully combined. Same product, same prices and conditions. Most importantly - both options must be implemented by each brand.
Customer focus is the future e-commerce
This is more than a trend - this is the principle of any business. You cannot succeed if the leader of the corporation does not think about their customers. This is especially true of the trade industry, where the whims of the consumer are all sophisticated every year.
Each company focuses on “brand value” and “brand goal”. The first element develops as the number of regular customers’ increases. The second is aimed at attracting such consumers. How to do it?
For a long time, simple advertising was enough, which shows that the product is perfect. For example, by purchasing a Ford brand minivan, the whole family will be able to safely and comfortably travel throughout America.
Components of customer focus. Source of the image
Today, the customer is tired of looking at the "perfect" advertising, since every product has obvious flaws. Moreover, the very fact of advertising often causes indignation. Such methods no longer work.
The future is to attract attention by demonstrating the real possibilities of the product. At the same time, every opportunity should be useful for the client. Marketing has not gone anywhere. But every PR move should also be useful to the consumer:
- multi-level discounts;
- free gifts;
- subscriptions to services.
This is an incomplete list of steps that global brands have already taken to attract customers. It is updated with the development of technologies that more accurately determine the requirements of consumers. The question remains whether these methods are good enough?
Using the power of content
For a long time, marketers were wrong with the content. They believed that the material on the site page was created to sell. Yes, this is one of its functions. But far from the most important task.
The power of content is in creating some connection between the customer and the brand. A small history, cognitive information, statistics and other similar information allows the company to get into the heart and mind of a person. Why? When viewing this kind of content, the user feels that he is developing. It instantly builds brand confidence.
In many cases, it does not matter how good your strategies are. Your audience should connect with your content. It plays the role of an inspirational factor. It introduces the client to the company, its principles, ideas and even interests. If sales are falling, the problem is probably in poor content. If traffic becomes more expensive, the content is one of the main reasons.
What should be the content?
First of all, diverse: written, audio and visual content must be used evenly. According to statistics, the video is best attracted to the audience. However, when listening to records or reading text, fantasy is activated. Exactly it forms the customer's expectations. It is necessary to satisfy them.
In addition, it must be educational. Spend a little more time collecting actual statistics or analyzing your own sales and provide this information to the customer. Many people think that this is how profit falls for each hour spent. In fact, it is growing as it attracts many times more users.
Exclude direct advertising. This trend of the past will never be successful. Even if you need to mention the name of the product or company, do it as veiled as possible. It is necessary to create synergy between the general message of the material and its selling part.
Good content sells not a product, but an opportunity to improve the aspect of consumer life.
Implementing user experience
Web design has opened up many opportunities for sites of any type, including the e-commerce industry. Modern development tools allow you to implement almost any idea: you need only time.
The big problem with e-commerce was that the product could not be studied comprehensively. The solution is a UX design. One example is the Anafi quadrocopter sales site. In a matter of minutes, it fully acquaints the user with all the features of the product, and also shows the features of every detail of the quadcopter.
A similar idea can be implemented regardless of the niche. For example, selling bicycles can show its details, the sequence of their connection. Also, you can implement a simple function to select the color of the product. User experience is hard to overdo. The only difficulty is quality implementation.
Reviews instead of social networks
For many years, experts preached the sale of goods through social networks, without sending the client to the official store. This was argued by the development of the role of social networks on the Internet. Thus, many platforms have implemented the ability to create a trading account.
This belief was one of the biggest mistakes of marketers. Regardless of age, all consumers claim that social networks are the least effective source of influence on purchasing decisions. In addition, mainly customers do not use the opportunity to purchase goods through a social network and are not even interested in this:
Source of the image
Attracting new customers is most effective through appropriate campaigns. In particular, the cheapest and most productive way are brand reviews or specific products from reputable sources.
The reader takes this review as the opinion of the person who has already purchased the product. The review creates the feeling that the client did not just read the information about the product online, but seemed to ask his friend about it.
Reviews, as a rule, describe the product from both the good and the bad side. It displays a real picture. Previously, marketers were afraid of such a move. Today, they recommend to be as honest as possible with the client. The manufacturer itself cannot give an objective assessment, but a neutral blogger is capable.
Shopping via smartphone - new weekdays
Since mobile traffic has surpassed computer traffic, the main issue of brands is how to narrow the gap between the browser and the customer. More than half of users who begin to explore the product through a smartphone, make a purchase on the same device. Mobile phone sales are over one trillion dollars.
The first step to bridge the gap is responsive design. It has already been implemented and now exists as an ongoing trend. The computer screen allows you to place a lot of information, but even with a 6-inch smartphone screen, the possibilities are limited.