At first glance, it may seem obvious that having well-structured marketing helps companies in general to achieve more significant results. After all, this is the company's department responsible for bringing the company closer to its consumer audience, whoever they may be. Sure, the premise is valid in the case of e-commerce.
It is essential that the teams responsible for online store marketing understand consumers' expectations during each period of the year to prepare targeted actions for the occasion. If online stores do not make a prior move to plan and prepare the e-commerce structure to avoid missing out on valuable sales opportunities, the chances of achieving outstanding 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 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 the online store's 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 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. A 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 you to contact the customer via a previously registered email, sending a reminder of the items already set aside and even encouraging the completion of the purchase with a discount coupon, free shipping, or another special offer.
In the case of the customer who did not even add items to their shopping cart, the recommendation is to use tools that automatically identify and monitor the browsing flow of online store consumers. These solutions identify the item of interest and initiate a marketing automation journey, through which products are suggested to that customer via email, SMS, WhatsApp, and other channels.
Other interesting results can be achieved with the use of tools that generate triggers for 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 the 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 the digital retail routine. This can bring significant gains and make a total difference in the performance your e-commerce will achieve during this year. Think about it!
