E-commerce customers aren’t just numbers in a database
Data analytics has enabled online retailers to better track their customers’ purchasing habits, but it shouldn’t be forgotten that these shoppers are human beings. Although a collection of ones and zeros can make an online transaction seem unemotional, complex chemical reactions occur when people choose to buy something. Thankfully, ecommerce software can help online merchandisers identify the characteristics that are unique to each visitor.
Creating an empathetic environment
In a conventional sense, commercial transactions are based on trust between buyers and sellers. Consumers feel more comfortable investing in a product or service when they know the people working behind the counter (in this case, the computer screen) are committed to delivering quality and pay attention to their needs. Bernard Luthi, a contributor to Multichannel Merchant, noted that the data collected from online shoppers should be used as a means to personalize experiences.
“Treating customers as pure numbers can become a slippery slope,” wrote Luthi. “In our rush to streamline processes, it’s important to keep the essence of the retail exchange as human as possible.”
Be present
A combination of retail analytics and live customer service should be leveraged to deliver a positive online shopping experience. Having staff readily available to answer any questions a person may have regarding a particular item or offer is essential. The longer they have to browse a website, the more frustrated they are likely to become. Aside from answering questions, representatives need to be able to give shoppers advice as well. This doesn’t have to come in the form of an unseen employee communicating through a live chat feature – it can also be through customized advertisements and offers.
Setting the stage
There are a few amenities all ecommerce organizations should equip themselves with. According to BusinessNewsDaily contributor Chad Brooks, using the data aggregated from point of sale applications and comparing it to the available stock in warehouses will ensure that backlogs or shortages of certain products don’t occur. It’s easy for consumers to assume that an unlimited number of products can be accessed through a computer screen, so merchandisers must make sure their distribution centers can meet demands.
Lastly, Brooks noted the importance of investing in shopping cart software. POS retail management systems provide merchandisers with the fluidity and security required for people to purchase items online. These programs also have features that keep track of inventory, set up shipping routes and calculate taxes.
Creating a corporate environment in which consumers are treated as more than just numbers in a report will reinforce a positive brand image and solidify a customer base.
