In many ways, e-commerce has enhanced the way we shop. But at the same time, an E-Commerce that relies solely on it's digital sales will face some significant challenges. Among the highest is the personal touch that is often lost, especially when compared to traditional brick and mortar stores offering the same types of products.
A clothing website doesn't tend to offer the same type of experience as a local fashion boutique. Customers don't get to know the sales staff, or feel like they're part of the establishment. Nonetheless, you can personalise the experience for your online customers in order to maximise their experience, and beat your competition.
Here are 4 tips on How to Add Personality to Your E-Commerce Business:
- Create a Customised Browsing Experience
- Offer Exceptional Digital Customer Service
- Build Personalised Email Follow-ups
- Publicly Reward Your Most Loyal Customers
1. Create a Customised Browsing Experience
First, you have to recreate the experience a customer might feel in a store on your website. That means customising the browsing experience, from an advanced search option to a 'customers who like this also like' option.
It also makes sense to add testimonials to each of your product pages. Think of these as the virtual versions of small talk that might happen in a store. If your web visitors learn how much others like your products, they'll be more likely to buy.
2. Offer Exceptional Digital Customer Service
In e-commerce, you do not have the opportunity of a sales staff that can assist customers on a moment's notice. You do, however, have the power of the internet behind you and your customer service efforts.
Live chat, for instance, could enhance your website and increase your shopping cart conversion rates. But sometimes, the simplest thing is the most effective: answer questions and concerns honestly, and quickly. You will get plenty of them on social media and via email. The faster you answer, and the more sincere you are, the more likely your customers will be to start appreciating your sales process.
3. Build Personalised Email Follow-ups
Who said you cannot personalise your communication efforts in e-commerce? Email marketing is the perfect opportunity to add just the right kind of personal touch to your messaging. After you first get your audience's contact information, follow up with products and offers they might find relevant. As long as the sales pitch is soft, and you don't get too promotional, your recipients will actually appreciate the tip.
This type of personalised messaging doesn't have to stop when your leads become customers, either. Now, you can reach out with follow ups such as asking for their opinion on the product, or making yourself available for any questions. The key is walking the line between being available and visible, and being pushy and annoying.
4. Publicly Reward Your Most Loyal Customers
Finally, it makes sense to hand out rewards for your most loyal customers every now and then. Put simply, your audience wants to be appreciated. Free samples, coupons for future purchases, or pre-releases of new products can all be effective in making loyal customers feel special, and driving new customers toward getting to that point.
To be effective, of course, your rewards should be public. Send out social media messages and blog posts that highlight your customers in addition to showing their rewards. That way, you increase your chances of creating copycats who want to get to the same point.
Do it right, and your e-commerce business can flourish with the type of personalised experience usually reserved to physical storefronts. But of course, to get to that point, you have to get your backend infrastructure right.
That means partnering with professionals who can help you build a web presence, as well as an email marketing and social media strategy designed to engage and reward your customers. We'd love to be that partner for you. Contact us today to learn about our experience in the e-commerce industry, and how that experience can become beneficial for you.