The customers have their habits. Realisation of this fact in sales is very important since it is easier to establish contact or reach the customer with a service if we know that the customer has searched for a specific product in the network or discussed about it earlier on a forum.
During the sales process, it is easier to refer to the situation of the customer or to his/her interests in order to share our observations with him/her and to create good atmosphere for sales. The purchase for the consumer is certainly an experience, realisation of a dream, while the knowledge thereon in the sales organisation may bring extraordinary results.
And in fact, it does not matter whether the customer shared the information earlier on the forums or in the direct contact – it is important that he/she wanted to share this information.
The question is how to collect this data. Today, one of the ways is feeding of the CRM system with the interactions in the telephone channel or online channel (website and e-mail). Then, we will quickly find out that the customer checks the opinions and recommendations of other users before the purchase and that he/she will be eager to enter the shop to talk if he/she read the educational material on product functions before. This is why clients nurturing is so important in building product awareness and trust to the seller. And again, collection of the data – clicks, openings, entries, exists – events which will prove engagement or lack of engagement, may facilitate proper selection of the informational campaign based on automated communication scenario.
All these actions will build a natural customer segmentation based on their engagement in the purchasing process which may contribute to reduction of the costs of reaching the individual customers and increase sales effectiveness. It is especially important in the e-commerce industry, in which the customers have much higher requirements relating to the materials prepared by sales as well as need clear responses and fast reaction to a problem. Thanks to implementation of mobile Internet technology, the traditional purchasing funnel was changed into purchasing intentions network, usually consisting of three elements: searching for information on the product and service, comparison of the possibilities and options of the purchase, recommendations relating to a credible partner or sales channel and finally – purchasing. In fact, the purchase is made on a non-linear basis and may be performed through various sales channels. Their dispersion and silos approach to sales may result in a loss of sales by the organisation since one of the elements of searching for a product may be a visit in the shop as well as work with offer comparison engine. It is important that the channel, in which the customer appeared, gives positive experience to the customer and is able to affect the purchase decision positively if the purchase itself has not been made. One of such practices is the use of ‘click and collect’ mechanism. The customer may order the goods online on the website and collect them in a stationary shop. This simple practice may turn out to be an effective sales tool, taking into account the fact that the sales service in the stationary shop may lead to further sales (accessories, added services). All of that leads to one conclusion…
Thanks to big data analysis and use of the sales channels integration, there is no channelization of sales between them. The best reference are the words of Macy’s, Terry Lundgren, who said that ‘The power of eCommerce extends far beyond the keyboard and onto the sales floor. Every dollar spent online influences $5.77 spent in the store…’ This fact is worth remembering and it is worth tracking the purchasing paths of our customers thanks to Big Data.
Author: Tomasz Dziobiak