Part of Brazilian consumers’ routine, e-commerce has been gaining more and more followers. So much so that, according to the Brazilian Association of Electronic Commerce (ABComm), the sector is expected to reach its eighth consecutive year of growth by 2025, with an increase of at least 10% in revenue compared to last year, surpassing R$ 234 billion.
“These expectations are interesting and entirely plausible, especially if online stores can devise good strategies for attracting new customers, increasing average order value, retaining old customers, and, of course, addressing issues like cart and browsing abandonment, which often do not receive due attention.”, analyzes Felipe Rodrigues, founder and CEO of Enviou – a platform specializing in tools and solutions to automate marketing for e-commerce.
According to the executive, it is currently possible to use tools and platforms that directly assist in implementing strategies that can increase sales by up to 50%. The secret, in Rodrigues’ view, lies in the proper and combined use of available technologies.
“If the e-commerce team knows how to combine the right tools, create campaigns and actions that resonate with the target audience, and effectively operate mechanisms to recover customers who do not complete their purchase, success is guaranteed!”, he emphasizes.
Felipe Rodrigues even highlights 6 solutions that contribute to marketing automation and help boost online sales. They are:
-Email Marketing: it is one of the consumers’ favorite tools for engaging with the stores where they usually shop, according to a survey by Opinion Box. Through this channel, it is possible to deliver personalized content to the customer at a low cost, in a creative and effective way. When executed well, traditional email marketing yields relevant results.
-Abandoned Cart Recovery: is another tool that has proven its potential. The technology detects when a purchase is not completed and the cart is abandoned, automatically sending special communications to the consumer, reminding them of their selection and, in some cases, offering discount coupons to complete the purchase.
-Smart Repurchase: is a tool that especially helps e-commerce businesses selling recurring-use products. The solution operates based on a series of data, such as the estimated average time to consume each product, the time interval between purchases of the same item by a group of customers, and algorithms. Shortly before the item runs out at the customer’s home, the tool reminds them it’s time to purchase it again.
-Browsing Abandonment: automatically identifies and tracks the browsing flow of customers who access online stores. If the customer abandons the purchasing process before adding products to the cart, the tool determines the item of interest and initiates a marketing automation journey through which the products are suggested via email, SMS, browser push, and/or WhatsApp.
-Custom Trigger: allows sending fully customized content to the customer when the action makes sense according to the e-commerce’s communication strategy. The fully personalized information is also forwarded to customers via WhatsApp, SMS, email, or browser push.
-PIX Recovery: a tool that operates automatically through custom triggers and monitors orders where the selected payment method is PIX, to send customized reminders to the consumer if they do not complete the purchase of that specific product or service, thus avoiding lost sales.
“These technologies can greatly enhance the sales performance of online stores, making life easier for e-commerce managers and marketing teams. Enviou’s multichannel marketing automation platform offers all these solutions integrated, simplifying the routine and tracking of results, which can be checked through complete and detailed reports.”, concludes Felipe Rodrigues, founder and CEO of Enviou.
