Post-pandemic shopping behaviour has changed dramatically, with consumers being more demanding and expectations constantly being raised above the bar we all used to know.
Shoppers are becoming strictly selective about the brands they choose to interact with, the products they want to buy and where they buy them from. They demand attention, speed, excellent customer service and user friendly platforms.
This, in turn, has impacted how B2B marketing operates in all e-commerce channels. Shoppers want a great customer experience with whatever brand they choose to interact with. We’ve identified 5 key trends that will help your business stay on top of the competition while engaging with shoppers.
1. Communicate your brand in a smart way
Does your brand embrace a story? If not, then you should put this aspect in your top priorities list. Research shows that modern consumers love to interact and engage with brands that have good storytelling marketing. Meaning, the brand communicates its story through its ecommerce channels, both social and digital, and shoppers can connect with the brand better. It also evokes a feeling of familiarity with the brand so the shopper is more likely to make a purchase or engage further.
Decide on your brand story, from beginning to end, and make sure it stands out from the rest. This means going beyond the ‘About Us’ section on your website and diving into specifics of how the brand came about, tips and tricks along the way, road bumps, success stories and showcasing from the people behind the brand. This can be in the form of newsletters, emails, social channels, videos and more. Having a great brand story and communicating it well to your shoppers will help shoppers gain an insight into the brand and it will dramatically improve their customer experience.
2. Continue to engage, both online and offline.
Brand loyalty is extremely vital, so being able to connect with customers both offline and online is key – even after you’ve successfully promoted your brand story. Engage win offline marketing activities such as environmental activities, charities and corporate social responsibility actions. Helping a good cause makes the shopper feel safer when engaging with the brand.
Moreover, keep shoppers constantly in the loop and informed about your journey as a brand, share your goals and dreams, ask questions and keep your content authentic and honest. This will help increase conversions. while sharing your values, the customer will engage with the brand, improving his overall customer experience. Having a consistent engagement with your shoppers will also help build customer retention and a loyal database.
3. Pay close attention to that database
While it’s important to gain as more subscriptions as possible, how you do it matters. Both existing and potential customers value honesty, so at the point of subscription make sure to lay out the facts. This means being open about prices, any unexpected extra costs (ie shipping) and customer benefits.
Think creatively, i.e you can obtain data in the form of quizzes, fun surveys, interactive questionnaires. Even a simple ‘follow us’ button that unlocks a surprise discount.
4. Email Marketing
Customer retention is difficult to maintain, especially when it comes to email marketing. This is a fundamental aspect of a customer’s experience with the brand. It’s the point where they get engaged and then make a purchase. Or alternatively, unsubscribe.
Don’t keep all your emails automated. Put a personal touch into emails that go out to your loyal database of consumers and make it personalised as much as you can. Showcase products that might be of interest and weave your brand story into different concepts. Showcase new information to existing shoppers and intriguing information to potential ones. Every successful email interaction you have with your customers will influence their decision of coming back to you in the future.
Once you’ve accomplished this, then the customer experience cycle gets streamlined.
It’s a simple consclusion.
Bottom line is that modern consumer value integrity and honesty. So don’t try to be deceitful or manipulative, but be open, honest and cooperative instead.
If you’re just setting up your ecommerce business, learn about the Six Determinants for Success in E-commerce.