The old adage “the customer is always right” has never been more relevant than it is in the modern retail world. Because of the explosive rise of internet retail, consumers now have more options than they ever had before. Companies who do not provide what the consumer wants, when the customer wants it – or, more succinctly, a premium customer experience – run the danger of being left behind by their competitors.
A technique that I refer to as “MeCommerce” places the individual to whom you are attempting to sell at the forefront of your sales efforts. Customers get the impression that they are valued when there is communication and interaction with the company and its core principles. The items that they purchase are customised to meet all of their requirements. The client comes first in every aspect of the business.
My company, Engravers Guild, has been able to expand its customer base and provide a more individualised shopping experience for our clients as a direct result of implementing the concepts presented in MeCommerce. Although the customization of items is the cornerstone of my company, that’s just a small portion of what MeCommerce has to offer. Making the consumer feel as though they are the centre of the universe is essential to the success of any organisation.
This guide was put up for the purpose of assisting other firms who may be considering a change in their tactics.
Personalising how you sell online
It is essential to a successful MeCommerce strategy to provide the client with many possibilities. In the field of information technology, firms such as HP provide you the option to customise your laptop or personal computer by letting you choose the processor, the amount of random access memory (RAM), and the amount of storage space.
This can involve providing several size options or colour schemes on e-commerce websites. Tiers of service are a smart approach for businesses that cater to other businesses to accommodate customers with varying requirements.
‘Any business can succeed by making the customer feel like the world revolves around them’
It is no longer sufficient to only give a decent product; instead, you need to make the buyer feel that they are receiving personalised attention. It is necessary to provide excellent service across the whole customer experience journey, allowing customers to interact with the values of your brand and creating lines of communication between businesses and customers.
Lush, a supplier of cosmetics, has mastered the sensation of being cared for. Each item is branded with the name and image of the individual who was responsible for its preparation, and the company places a premium on ensuring that its brand values are front and centre in all of its marketing efforts. It is a lovely way of bringing a personal touch to a process that may often be fairly impersonal.
The ease of the client is of the utmost importance in the internet world. When a customer can place an order via their phone at any time of the day or night, it is no longer necessary for the modern consumer to go into a physical store. They also shouldn’t be required to explore; instead, you should propose goods to your clients based on the things they typically purchase from your store.
As a result of the democratisation of technology, small businesses are now capable of incorporating a variety of features that were traditionally exclusive to large shops.
The majority of website building platforms provide customers with the ability to log in, check previous purchases, and view goods that are recommended for them based on their purchasing history.
4 steps to personalise customer experience
#1- Build your platform for mobile devices
This may appear to be an obvious statement, but the fact is that it is more vital now than it has ever been. Providing ease for customers includes enabling them to place orders using their mobile devices. In 2021, mobile devices were responsible for 54 percent of all sales made via e-commerce platforms, and this percentage was only likely to continue to rise.
Making your website responsive is not the only thing that has to be done. Customers should be able to buy things, check the progress of their order (and shipping), offer comments, and communicate with customer support all through their mobile devices for an experience that is truly mobile-first and customer-centric.
#2 – Utilise the power of your website
Your company’s website has the potential to become one of the most valuable assets you own if it is put to effective use; nevertheless, the majority of businesses do not take full advantage of the advantages of online selling.
Your website has the capability of collecting data from customers (based on their browsing and purchasing behaviours) in order to make individualised suggestions and highlight popular goods based on demographics.
The consumer has to have the impression that the products or services offered by your company faithfully represent their core beliefs and may help them realise their full potential. It is important to strategically incorporate reviews, client testimonials, and other useful information across the website so that the customer feels supported, understood, and appreciated.
#3 – Be consistent
In most cases, the website will serve as the central location for conducting business online; yet, it is not everything. There is no better method to communicate with clients in a direct manner than through utilising social media, which is playing an increasingly significant role in modern business and commerce.
If you consider social media to be an entry-level discipline, it will be difficult to establish a genuine connection with your audience that is founded on the exchange of valuable information. Posts on social media need to be made on a constant basis, they ought to grab people’s attention, and their tone of voice should be consistent with that used on other marketing platforms.
In a nutshell, the content that you post to your social networks should be reflective of the population you are trying to reach, the values that they hold, and the motivations that drive them to make a purchase.
In addition, people may directly communicate with businesses through social media by asking questions and leaving comments on posts. Consider it to be your direct line of communication with the clients, and use it as an opportunity to wow them.
#4 – Automate what you can
The field of marketing automation is highly complicated; yet, there are two fundamental systems that virtually anyone can set up relatively easily:
You’ll be able to provide up-sells, cross-sells, and other value-added services to your clients if you use historical data to anticipate their needs. Using plugins will make the process of setting this up a breeze.
It’s probable that some merchants may need to rethink their inventory if they start offering customizable options for their customers. Because of the popularity of bespoke clothing, personalised engravings, and custom-built personal computers, many MeCommerce enterprises are reducing the amount of stock they have on hand and concentrating instead on producing things “to order.”
Send birthday greetings and exclusive offers to your consumers. Even though it’s only a basic notion, it yet manages to make them feel appreciated. Other types of emails that are sent automatically include order updates (such as confirmation, dispatch notice, tracking information, and requests for feedback), as well as reminders (such as “You could be running low – is it time to re-order?”). as well as more suggestions. (Since you purchased x, we believe that you will enjoy y.)
To thrive in the current climate of retail e-commerce, businesses need to make the necessary adjustments. It’s possible that John Lewis earned its reputation on the individualised shopping experiences it offered in-store, but the company’s recent decision to focus more on online sales and phase out its physical locations is evidence that the retail landscape is shifting.
The trick is to make effective use of the power offered by the internet. Those businesses that are eager to provide more value for their clients by developing websites that are responsive and engaging and by embracing social media may do so by providing accurate data and maintaining open communication. Retail is driven by customers, thus companies that put customers at the centre of their business strategies will have more commercial success.
Engravers Guild is a family-owned company that was established in 1887 and is headquartered in London; Elliot Bishton is the company’s founder.