Mastery of Sales (8): Where is Online Commerce going?

In recent years there are a lot of talks about online sales: eg. How did amazon.com, ebay.com, Aliexpres.com, smardonline.com and now also giirafa50.com open?

For how long will the online transactions be actual (e-commerce)?

This topic will be interesting and actual for another 5-10 years.

And what will happen next?

It’s not enough to just open a digital store and place a range of products there. The number of customers grows along with their demands – not just about what they want to buy, but also their experience and the satisfaction of looking for products. Also, it includes the customer service, which should be offered all the time: before, during and after the order.

By the end of 2018, online sales are expected to be $ 490 billion in the US alone.

If we want to build an online brand, we need to follow and apply some trends to the e-commerce world. For every day more and more companies introduce new content, unique and compelling to attract consumer attention. This helps the commitment and builds an emotional connection with the brand, in line with trends which are as follows:

SUITABILITY: ONLINE DYNAMIC EXPERIENCE PURCHASE THAT WILL FIT THE BUYER IN REAL TIME

Each buyer will have a content-based approach, based on the recommendations selected according to their preferences, geographical location, market trends, demographic group, orders spent and interaction with brands. There will be moderate recommendations, based on the buyer’s taste, based on previous buyer’s purchases, liked or viewed products. This would be like entering into a real shop where the seller knows your name and you know what you like.

The renowned French cosmetics manufacturer, L’Oreal, has designed an appliance for five-pounded mobile phones – for diagnostics, skin care, cosmetics, hair care and hair dyes. This is a good opportunity for consumers to play with different looks by testing different styles. Girls at the same time enjoy creating a unique relationship with the company. There are also custom discount coupons, a good way of communication that has a huge impact on the decision to order the product.

DATA AS SERVICE AND TRADE ONLINE: ENDLESS PIECES FOR THE PERFECT SUITABILITY

People usually buy based on reading references and buyers’ comments. The more information about the product – the photos, the impressions, the descriptions, the specifications, etc. – the more buyers (initially undecided) will buy online. In 2017, many online stores will start working with aggregators of data collected for millions of products, descriptions, price comparisons, specifications, codes, comments, and more. The trader will be able to link all data from the database and automatically update the product information. This way, you can be given farewell to the uncertainty and to lack of information about the product.

HELLO, YOU ARTIFICIAL INTELLIGENCE

The consumer will have interaction with artificial intelligence and will love it. Through this technology, automatic voice search will be performed. “Chatbot” will be a commonly automated place, which will be practiced by many platforms.

Large global companies have developed “chatbot” for artificial communication with people: Windows has created Cortana, Apple has created Siri, Google has created Google Now-in, Amazon has created Alexa etc..

Over the years, many customers will interact with “chatbot”, with an automated agent-to-robot that will act as the first contact with the brand. This will increase sales by 5-30 percent.

The H & M, Sephora and Victoria’s Secret companies have introduced “chatbots” on the “Kik platform” that is showing a lot of success. In Burger King and Pizza Hut, consumers can order food directly via Facebook, Messenger, and Twitter by sending messages to the “chatbots” of restaurant chains.

GOODBYE WALLETS: THE LAST END OF KESH

Last year, Master Card – in partnership with BMO – launched the product “Selfie Pay”, a service that uses biometric user identity – portrait – to identify the buyer. The product is in use to verify the online order and has the potential to continue with cashless transactions.

The Visa Card company, during the Olympic Games in Rio, has sponsored the postmark payment.

REAL TIME TRADE IN HIPER-LOCATIONS

The Walgreens pharmaceutical company enables the users with a mobile app – by scanning the medicine bottle – to remember it and, when passing by a particular store, announces that there is that type of medicament (or passing by a store if  there is an offer for that product). These technological advantages are utilizing companies to ease customer life and increase sales.

PREDICTION OF FUTURE PURCHASE FROM CONSUMERS

Technology for predicting future orders is fast and popular with online retailers. Given the data collected during interaction with the customer in his profile, traders use forecasting analysis to better understand the patterns of orders, preferences, age, or future orders based on the behavior of customers with similar profiles.

ONLINE STORES WILL PROVIDE DELIVERY WITHIN THE DAY

While online stores will continue to grow, customers will receive messages within the day or at the end of the schedule. Many online shops operating in small spaces, will have the clothes fitting room and touch them, to have the opportunity to feel the product. To achieve this goal, overnight delivery, Walmart and Amazon are making negotiations with Uber and Lyft companies, to explore the possibility of overnight deliveriess.

BUYERS WANT TO CONNECTED DIRECTLY TO THE BRAND

Given that people have a preference to have direct connection with the brand, this will be enabled to the user. This is done through automated processes with CRM systems, to maintain customer relationship and simplify the order process.

Ali Express B2C, part of the Ali Baba group, enables manufacturers to negotiate directly with the latest buyers around the world, thanks to standardized and customized platform for this logistics.

MOBILES AND MOBILES ONLY: EXCEEDING THE PC’S

According to the latest statistics, 150 times a day we make internet browsing in smart phones. With this commitment, you can imagine what you can do in e-commerce. Many companies are investing in mobile commerce platforms. The earlier approach to the mobile version has been adapting the desktop version to that mobile. Now it is working on mobile direct experience, to be as convenient and easier to order the product.

LARGE PHOTOS AND VIDEOS FOR PRODUCTS

Video viewing helps 90 percent of visitors decide on a message. Online shops are working on have banners with big photos and as “live” as possible. The products – in addition to multiple photos and text for better product clarification – will have room for video presentations (73 percent of people order after watching the video). Consumers say they want to see what they are getting, product features, how to use them, etc.

MARKETING IN ONLINE MEDIA AND SOCIAL NETWORKS

The focus of marketing online shops will be on online portals and social networks, due to easier targeting (by age, interest, and visitor preferences).

AUTOMATION OF MARKETING

When registering on your web site, in most e-commerce companies you will agree to the terms and conditions of use. They can flood you by sending you offers for their products, these offers often does not even open. Marketing automation can help them when you have a huge amount of emails that are best distributed via the Mailchimp platform.

BASHKIMI I TREGTISË KLASIKE ME E-COMMERCE

Trade Unification means the transition from physical to virtual retail shops, building online store or getting involved in shops with large infrastructure and centralized (with their presence online, where sales growth will be reflected every day more and more).

If you have any question feel free to contact:

Email: denis.gafuri@smardonline.com

Twitter: @DenisGafuri

LinkedIn: https://www.linkedin.com/in/denis-gafuri-1a174334

Facebook: https://www.facebook.com/denis.gafuri

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By |2017-06-22T11:20:37+00:00June 22nd, 2017|Blog-En|Comments Off on Mastery of Sales (8): Where is Online Commerce going?