At first glance, it may seem obvious that having well-structured marketing helps companies in general achieve more relevant results. After all, this is the company department responsible for bringing the company closer to its consumer audience, whatever it may be. Of course, this premise is valid in the case of e-commerce.
It is essential that the teams responsible for online store marketing understand consumer expectations at each time of the year to prepare assertive actions for the occasion. If online stores do not make a prior planning and preparation effort for the e-commerce structure to avoid missing 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 win over customers simply due to lack of structure and absence of investment in automation tools, which are fundamental in today’s market, where competitiveness 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 delivers results and makes a difference in boosting sales regardless of the time of year.
By adding new technologies to the online store’s operation, in addition to saving time, the retailer also achieves more effectiveness and assertiveness in communication, without failing to give its own identity and personality to the messages sent to customers at various moments of purchase – or abandonment of the desired products.
Of course, these marketing automation tools need to be used strategically. One situation where technology application is effective involves recovering that customer who fills their virtual cart but for some reason does not complete the purchase. For these situations, a good strategy is to adopt an abandoned cart recovery tool, which allows contacting the customer via a previously registered email, reminding them of the items already selected and even encouraging purchase completion with a discount coupon, free shipping, or another special offer.
In the case of the customer who hasn’t even placed items in their shopping cart, the recommendation is to use tools that automatically identify and track the browsing flow of online store consumers. These solutions determine the item of interest and initiate a marketing automation journey, through which the products are then suggested to that customer via email, SMS, WhatsApp, and other means.
Other interesting results can be achieved with tools that trigger purchases and technologies that enable the repurchase of recurring-use products. The first presents customized content to the consumer based on their previous interests. The second, in turn, estimates the average time for product consumption 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 in your digital retail routine. This can bring considerable gains and make a total difference in the performance your e-commerce will achieve this year. Think about it!
