All businesses are adjusting their marketing strategies in the post-pandemic environment, and e-commerce is no exception. Personalization and merchandising are crucial elements for retailers to successfully leverage customer behavior and patterns and reinforce best practices for long-term success.
People are ready to return to in-store shopping as the effects of the pandemic on e-commerce retailers are lessening. Major retail brands reporting a decline in their e-commerce business are proof that economic forces are also influencing consumer spending. Due to these challenges, retailers are looking for new ideas to improve customer engagement, experience, and conversion, while closely monitoring their budgets.
Moreover, paid media campaigns have become less effective and more expensive, especially in light of the fact that most browsers are set to ban third-party cookies, and Google is eliminating them from Chrome by the end of 2023.
Three owned channels—native mobile apps, SMS marketing, and email marketing —can help retailers adjust their marketing strategies on a tight budget.
Native Mobile Apps
As a sizeable portion of e-commerce sales are being made through mobile devices, e-commerce sites should either have a mobile-friendly website design or an app that allows this. This strategy increases stickiness and customer loyalty while enhancing the convenience of the buying experience. There are apps on the market that are adept at converting an online store into an impressive and functional mobile application. The majority of consumers prefer to purchase on mobile devices. The advantages of an app include easy installation, self-updates, and push notifications for customers. A mobile app doesn’t have to involve a poor site loading time in addition to enhancing the user experience. The ability to complete a purchase across channels boosts consumer satisfaction and increases conversions.
Merchants can utilize SMS marketing, a convenient and effective mode of direct marketing, to establish connections with their customers. People today want information at their fingertips, which is fueled by the culture of immediate gratification provided by mobile phones. Since SMS requires consent, customers may choose whether to have direct access to their favorite brands for customer service, order progress updates, or member-only deals. For retailers, SMS keeps communication straightforward, centralized, and measurable. Customers can receive notifications at prime trigger moments, peak hours, and around the clock. With the help of solutions available on the market, organizations can leverage crucial metrics to offer customers timely, targeted messages based on their browsing and purchasing habits.
One of the most popular opt-in e-commerce strategies is email marketing. Email, however, is only as good as how the retailer personalizes it for customers. Less emphasis should be placed on volume and more on the personalization of messages that correspond to customer intent and behavior. The content that customers view on an e-commerce website or in marketing communications can be tailored to their individual needs by using the customer data that is already accessible. For instance, if a buyer searches for a product but doesn’t find it, the retailer can send an email confirming the search and providing alternative recommendations.
Also Read: The Impact of Mobile Marketing on E-Commerce
Merchandizing is evolving to meet the demands of the digital age for every channel that retailers utilize. The focus now shifts to the customer intent in light of the numerous marketing strategies. This entails observing what the target audience wants and modifying strategies to motivate them. A direct line to products is provided by effective categorization, organization, and search, much like a competent salesperson. Optimizing inventory and sales encourages both new and returning customers. Merchandizing strategies provide the best opportunity to establish a connection with customers via email and mobile media.
The art of e-commerce is still developing in the post-pandemic world, so retailers must think of new approaches to boost customer engagement, trust, and loyalty, through owned channels they can manage.
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