There’s no more getting around e-commerce. But not all suppliers are benefitting equally; smaller retailers in particular face challenges.
Integrated customer journey
For an optimal customer experience, all steps of the customer journey must be integrated across all relevant channels and tailored to individual customer needs. This is because consumers expect individualized communication along their entire customer journey, one that takes their relevant history and individual offers into account.
This is where modern technologies come into play. They enable customer expectations to be met efficiently and effectively. On the one hand, by transferring certain service tasks to chatbots and intelligent virtual assistants who can be reached around the clock. On the other hand, by optimizing the personal contact with the customer advisors in the service center: Live video chats enable a scalable yet personal interactive exchange.
Searching for and finding products – the pre-sales phase
Before buying, it is important to anticipate trends and customer needs and react accordingly. This is made possible by analytics solutions that harness customer and market data. And, of course, customers must also be made aware of new products. E-commerce platforms are becoming increasingly important as advertising spaces, and videos have also established themselves as part of the customer journey. Consumers can find out about products and their use through videos created by other consumers or businesses. The image search also works via visual impulses: The system searches for a product that resembles an uploaded image and places it directly in the shopping basket if required.