Retailers diversify, optimize ecommerce platforms
In order for merchants to conduct operations effectively, ecommerce software must be cohesive with solutions such as email marketing tools, accounting applications and other programs.
A significant component of ominchannel, a concept that is defining the way retailers interact with their customers, obligates merchants to have the back-end capabilities needed to connect with consumers through assorted avenues.
This means that keeping track of SKUs, sending shipping information to buyers and other basic tasks shouldn't involve entering information into three different systems. Avoiding the latter situation involves synchronizing a collection of programs.
Improving existing deployments
American Eagle has regarded retail customer intelligence reports and has chosen to make serious revisions to its desktop- and mobile-based online shopping venues. According to Retail Solutions Online, the apparel brand's revenue has increased consistently over the past six years, and it hopes to keep this trend going by making it easier for consumers to find goods.
One particular feature that promises to deliver more information to mobile shoppers is a pinch and zoom feature that allows smartphone and tablet users to focus on particular parts of item pictures. In addition, people can now swipe up to read further details regarding product specifications.
Not quite there yet
Some analysts have recognized these welcomed features, but have maintained American Eagle could have done a better job of getting the engine behind its check out and scan credit card functions. Fluid Inc. Senior Client Services Director Anne Hurst noted that the application kept crashing whenever she aimed to use it.
In addition, she asserted that American Eagle failed to capitalize on the benefits associated with linking the app with social media platforms. Showing the number of likes a product has aggregated, for example, improves that item's reputation among consumers.
The need for connector applications
Practical Ecommerce contributor Armando Roggio noted the importance of integrating existing ecommerce platforms with connector software. This particular breed of tools automates data transactions between two or more systems. For example, Dlvr.it can automatically "post articles from your blog to social media sites," noted Roggio.
This has enormous implications for online and mobile shopping. For instance, if a person finds a pair of running shoes he or she has had success with, he or she can share it on Facebook and then automatically have the activity show up on his or her Twitter feed.
There are plenty of possibilities for how ecommerce software can be manipulated. To ensure revisions and customizations go smoothly, hiring outsourced application engineers is a sure bet.
