The phrase “customer is king” has never rung truer than in today’s retail world. People now have more options than ever before because to the rapid expansion of online retail. Businesses that do not provide what the consumer wants, when the customer wants it – in other words, a premium customer experience – risk becoming obsolete.
What I term a “MeCommerce” strategy prioritises the person to whom you’re attempting to sell. Customers feel valued when they communicate with the company and its ideals. They purchase things that are customised to their needs. Everything revolves around the customer.
Using MeCommerce ideas has enabled my company, Engravers Guild, to reach new markets and provide my consumers with a really personalised experience. While personalising products is important to my firm, it is only a minor portion of MeCommerce. Any company can prosper if they make their customers feel as if the world revolves around them.
This guide was created to assist other firms that are considering changing their strategies.
Personalising how you sell online
Giving customers choices is essential for a successful MeCommerce strategy. Companies in the tech industry, such as HP, allow you to choose the processor, RAM, and storage capacity for your laptop or PC, allowing you to customise the machine to your specific needs.
For ecommerce sites, this could include providing size or colour variations. Tiers of service are a practical solution for B2B enterprises to meet varying needs.
‘Any business can succeed by making the customer feel like the world revolves around them’
It is no longer sufficient to merely give a decent product; you must also make the buyer feel valued. Excellent service is required throughout the customer experience journey, allowing them to engage with your brand’s values and opening the lines of communication between business and consumer.
Lush, a cosmetics shop, has perfected this feeling of caring. Its brand values are central to all of its marketing, and each product is labelled with the name and face of the person who made it. It’s a good approach to put a human face on what may be an impersonal procedure.
Customer ease is critical in an online environment. The modern customer does not need to go to a store because they may order from their phone at any time of day. They should also not have to explore; instead, you should be proposing things to your clients based on their purchasing history.
Technology has become so democratised that small firms can now incorporate many features that were previously only available to large retailers.
Most website creation systems allow customers to log in, check previous purchases, and see things recommended to them based on their purchasing patterns.
4 steps to personalise customer experience
#1- Build your platform for mobile devices
This may seem apparent, yet it is more necessary now than ever before. Allowing consumers to order via their mobile device is an example of convenience. In 2021, mobile devices accounted for 54% of e-commerce sales, and this figure is expected to rise.
It is not enough to just make your website responsive. Customers should be able to buy things, follow the status of their order (and shipment), offer comments, and communicate with customer service via mobile for a genuinely mobile-first and customer-centric experience.
#2 – Utilise the power of your website
When used properly, a website is one of the most powerful assets a business can have – but many firms fail to fully utilise the advantages of online selling.
Based on demographics, your website can collect client data (buy and browsing behaviours) to deliver personalised suggestions and highlight popular products.
The customer should believe that your company actually reflects their beliefs and can help them become the best version of themselves. Reviews, testimonials, and useful information should be strategically placed throughout the website to make the customer feel supported, understood, and valued.
#3 – Be consistent
The website is usually the hub of your business online, but it’s not everything. Social media plays an increasingly important role in modern commerce – and there’s no better way to engage with customers in a direct way.
It can be hard to achieve an authentic, value-based connection with your audience by treating social media as a junior discipline. Social media posts need to be regular, eye-catching and should be consistent with the tone of voice used across other marketing channels.
In short, the messaging on your social platforms should reflect your target demographic, their values and the factors that make them want to buy.
Social media also offers a way to literally speak to customers by responding to comments and questions. Consider it your direct line to customers and treat it as an opportunity to impress them.
#4 – Automate what you can
Marketing automation is a difficult discipline, yet there are two basic methods that almost anyone can readily set up:
Using historical data to predict what clients might need allows you to offer up-sells, cross-sells, and more – and plugins make it simple to get started.
Offering customisation where possible may necessitate a re-evaluation of inventory for some retailers. Tailor-made garments, customised engravings and custom-built PCs means many MeCommerce enterprises are carrying less inventory and instead concentrate on manufacturing products “to order”.
Send exclusive offers to your consumers on their birthday. It’s a simple concept, yet it makes them feel special. Order updates (confirmation, dispatch notification, tracking information, feedback request); reminders (“You might be running out – is it time to re-order?”) are examples of automatic emails. as well as additional suggestions (Because you purchased x, we believe you will enjoy y.)
Businesses must change in order to thrive in today’s e-commerce retail climate. Although John Lewis built its name on personalised shopping experiences in-store, its recent decision to eliminate physical stores and focus on online sales demonstrates that times are changing.
The ability to harness the power of the internet is critical. Through precise data and open communication, those willing to construct responsive, engaging websites and embrace social media may provide more value to their customers. Consumers drive retail, and companies that put them at the centre of their strategy will fare better.
Elliot Bishton is the founder of Engravers Guild, a London-based family business dating back to 1887