At first glance, it may seem obvious, having a well-structured marketing strategy helps companies in general achieve more relevant results. After all, it is the department of the company responsible for bringing the company closer to its consumer audience, whatever it may be. Of course, the premise is valid in the case of e-commerce
It is essential for the teams responsible for the marketing of online stores to understand consumer expectations at each time of the year to prepare effective actions for the occasion. If online stores do not make a prior movement of planning and preparing the e-commerce structure to avoid losing precious sales opportunities, the chances of achieving differentiated results 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 lack of structure and absence of investment in automation tools, that are fundamental in the current market, in which competitiveness and the competition for a customer are very high
Having a platform that automates the marketing of the online store can help e-commerce increase sales volume by up to 50%. That is to say, this is an investment that effectively brings results and makes a difference when it comes to boosting sales regardless of the time of year
When adding new technologies to the online store operation, besides saving time, the retailer also achieves more effectiveness and assertiveness in communication, without failing to give its own identity and personality to the messages forwarded to customers at the most diverse moments of purchase – or the withdrawal from the purchase of the desired products
Of course, these marketing automation tools need to be used strategically. A situation in which there is effectiveness in the application of technology involves recovering that customer who fills their virtual cart, but for some reason I didn't complete the purchase. For these situations, a good strategy is to adopt a cart recovery tool, that allows contacting the customer via a previously registered email to remind them of the items already set aside and even encouraging the completion of the purchase with a discount coupon, free shipping or another special action
In the case of the customer who didn't even add items to their shopping cart, the recommendation is to use tools that automatically identify and track the browsing flow of consumers in online stores. These solutions identify what the item of interest was and initiate a marketing automation journey, for which products are suggested to that customer by email, SMS, whatsapp and other means
Other interesting results can be achieved with the use of tools that create triggers for purchases and by technologies that enable the repurchase of frequently used products. The first presents customized content to the consumer, based on your previous interests. The second, in turn, estimate the average time for the consumption of each product, based on the time interval between purchases of the same item by a series of customers, besides algorithms
Evaluate these options and, if possible, implement them in the digital retail routine. This can bring considerable gains and make a total difference in the performance that your e-commerce will achieve this year. Think about it
