At first glance, it may seem obvious that having a well-structured marketing strategy helps companies in general to achieve more relevant results. After all, this is the department of the company responsible for bringing the company closer to its consumer audience, whoever that may be. Of course, the premise is valid in the case of e-commerce.
It is essential that teams responsible for marketing online stores understand consumer expectations at each time of year in order to prepare assertive actions for the occasion. If online stores do not take the necessary steps to plan and prepare their e-commerce structure in advance so as not to miss out on valuable sales opportunities, the chances of achieving outstanding results will only decrease.
It may seem absurd, but there are still cases of stores that lose sales and the chance to attract customers simply due to a lack of structure and lack of investment in automation tools, which are essential in today's market, where competition and the fight for a customer are extremely high!
Having a platform that automates online store marketing can help e-commerce increase sales volume by up to 50%. In other words, this is an investment that effectively brings results and makes a difference when it comes to boosting sales regardless of the time of year.
By adding new technologies to the operation of the online store, in addition to saving time, the store owner also achieves greater effectiveness and assertiveness in communication, without failing to give his own identity and personality to the messages sent to customers at the most diverse moments of purchase – or of giving up on the acquisition of the desired products.
Of course, these marketing automation tools need to be used strategically. One situation where the technology can be used effectively involves recovering customers who fill their virtual shopping carts but for some reason do not complete the purchase. For these situations, a good strategy is to adopt an abandoned shopping cart recovery tool, which allows you to contact the customer via a previously registered email address, reminding them of the items they have already set aside and even encouraging them to complete the purchase with a discount coupon, free shipping or another special action.
In the case of a customer who has not even added items to their shopping cart, the recommendation is to use tools that automatically identify and monitor the browsing flow of consumers in online stores. These solutions determine which item was of interest and start a marketing automation journey, through which products are suggested to that customer via email, SMS, WhatsApp and other means.
Other interesting results can be achieved by using tools that generate purchase triggers and technologies that enable the repurchase of frequently used products. The first presents customized content to the consumer, based on their previous interests. The second, in turn, estimates the average time for consumption of each product, based on the time interval between purchases of the same item by a series of customers, in addition to algorithms.
Evaluate these options and, if possible, implement them into your digital retail routine. This can bring considerable gains and make a huge difference in the performance that your e-commerce will achieve this year. Think about it!
