Key Takeaways:
Understand the benefits of customer-centered marketing for your eCommerce business.
Learn some practical ways that you can put your shoppers first when it comes to your marketing and customer experiences.
In the hustle and bustle of running your eCommerce business, it’s easy to lose sight of your audience. You can start to view your products through a business owner’s lens and not a customer’s lens. This leads to copy, imagery, and branding that presents your offerings in a positive light but leaves the customer uncertain about what your products can do for them and their unique needs and wants.
For an eCommerce business, it’s important to remember that it’s not about you. Aim to craft a customer experience that’s as good online as it is in-store. From brand messaging to product descriptions, your marketing needs to be all about them.
As Jeff Bezos put it, “the most important single thing is to focus obsessively on the customer.” Join us as we explore some simple ways to put your customers at the center and help them feel valued with every interaction.
“For an eCommerce business, it’s important to remember that it’s not about you. Aim to craft a customer experience that’s as good online as it is in-store.”
– Technology Therapy® Group
Adopting a Customer-Centric Business Approach
Knowing your audience and focusing on furthering customer relationships are two essential ingredients of a customer-first eCommerce brand.
Take Time to Understand Your Audience
Review your customer feedback and marketing metrics to narrow down who your main shoppers are. Check out our free personas guide if you need more help with this. It’s a cheat sheet for identifying and defining your shoppers’ demographics, lifestyles, budgets, wants, and needs.
Focus on Building Relationships
Once you know your customers, the next step is to embrace practices and marketing methods that strengthen your relationship with them. There are multiple benefits of prioritizing customer relationships. Not only are existing customers cheaper to retain than acquiring new ones, but their loyalty translates to repeat business and free promotion through word-of-mouth. By interacting with happy customers, you gain valuable feedback to improve your offerings and stand out in a competitive market. Having consistently excellent CX also encourages customers to choose you over competitors, solidifying your success in the e-commerce world.
Some examples of famous brands that have done that include Zappos, Apple, and Starbucks. Granted, these are larger businesses, but small businesses can take a cue from their top-notch customer service and easy return policies, as well as their personalized shopping experiences and product recommendations. According to a Google and Greenberg study, 61% of people expect brands to tailor experiences based on their preferences.
“61% of people expect brands to tailor experiences based on their preferences.”
– Google/Greenberg
Enhancing the Online Experience
Your copy and visuals play a huge role in the quality of the CX for your shoppers. That’s true whether they’re navigating your website or your socials.
Website Content That Appeals
The core of a successful eCommerce site is high-quality, engaging content. This not only draws customers in but also keeps them on your site longer. When crafting product descriptions, focus on clarity and appeal. Describe the features in a way that highlights the benefits, using vivid language that evokes a sense of need or desire. Make sure your content speaks directly to the customer’s needs, answering potential questions they might have about the product.
Visual Appeal
The visuals you use play a crucial role in online shopping. Prioritize high-resolution images of your products taken from multiple angles. This gives customers a comprehensive view of what they’re buying, similar to what they’d experience in a physical store. Also, incorporate lifestyle images to show the product being used. That way, customers can visualize themselves using the product and move closer to the online checkout option.
Combine the Personal with Storytelling
Customizing your communication with customers and sharing product info in the context of a story are two fantastic ways to level up your CX.
The Role of a Salesperson Online
Online shopping lacks the personal touch of an in-store experience, where a salesperson can guide and influence purchasing decisions. But your website can replicate this role through its content and navigational structure. Provide detailed, accessible information and proactive customer service options, such as live chat or a responsive FAQ section, to simulate the support offered by in-store staff. You can also experiment with text message marketing. Prompt correspondence shows you value the customer’s needs and their time.
Strive to Tell a Story
Storytelling is a powerful tool in digital marketing, particularly for making your products stand out. A compelling narrative in your product descriptions can captivate potential buyers by connecting on an emotional level. For example, instead of simply stating that a watch is durable, tell a story about how it was designed to withstand the rigors of adventure, tested against the elements to be a reliable partner for explorers. Such stories not only enhance the product’s appeal but also help to establish a deeper connection between your brand and the customer.
Some Practical Examples of Consumer-First CX
It’s essential to have detailed product information and high-quality visuals across all product types. But what does this look like? Here are some scenarios to help you picture great CX for your business.
Jewelry
Show photos of your designs on a human model to give customers a sense of scale. Also use product descriptions that highlight the design’s unique origin and qualities for the wearer.
Clothing
Use a wide range of models to help customers of different body types visualize how the clothing will look on them. It’s also smart to provide size guides and customer reviews to further direct your shoppers to the right piece of attire in the size that will be most flattering.
Home Goods
Rely on high-quality photos to depict your products in staged settings. Think of a cozy armchair nestled in a beautifully lit living room, or a sleek lamp illuminating a stylish workspace. Give detailed descriptions highlighting dimensions, materials, and care instructions so that customers can confidently choose the perfect piece for their home.
Make Your Website a Customer-Centric Home Base
When it comes to CX, don’t neglect your website. It’s the foundation for your shoppers’ experiences with your brand. Think of your site like a concierge, not just a store. It anticipates customers’ needs, offers curated suggestions, and contributes to a smooth buying journey — all with a personal touch.
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