Gone are days when e-stores remained merely passive catalogues showcasing products and services. The new mantra today is as simple as to ‘engage’. Your brand cannot afford to be passive, waiting for buyers to make purchases online. What you really need is a store where users are prompted to make purchases, while they simultaneously interact with you. To enable this, you need to understand the basic principles of customer engagement and put them into action, as soon as possible. Here, I’d like to whisk through a few areas of engagement that you can start with.

  • Fine tuning Fulfilment – While some brands have already established their own fulfilment processes, others seem to have aligned it with specialized fulfillment companies. In either case, the fulfilment process is fine-tuned to make after-purchase processes more predictable. This enables customers keep track of their purchases while they simultaneously keeps an  eye on the delivery dates.
  • Predict Buying Patterns and Influence Sales – With a better user base and data, comes better analytics. This results in predicting buying patterns and influencing sales. While brands identify quality over cost, they push quality products as your recommendations. How often do you find that e-stores provide you cartridges with the printer you are buying, as a combo deal. When they identify your inclination towards red, they provide you recommendation of products in red. These itsy bitsy patterns are what provides the leeway to convert visitors to customers
  • Set Space for Engagement – Most websites realize that the store tends to be more passive, as it cannot send its customers alerts or reminders. This is where mobile apps come into play. The app enables push notifications, is online most of the time, and handy at all times. This is the precise reason why some stores take the sole app-route.
  • Be Social: Brands today realize that the extent of influencing sales is lesser on the parent store and more on social network. Your friends, family and everyone you know contribute in making a decision. You seek their advice, you honour their opinions and purchase products. Hence, a better way to influence your purchase is to influence your friends. And that’s exactly what the new age stores are looking at. Flipkart’s Ping is one such example. Their platform aids decisions on behalf of the customer and their circle of trust. A day isn’t far when we see more of these engaging features across e-stores.

If you liked this article, stay tuned for more! We’re going to be dwelling into the space of the integral role social media plays in engaging with your customers. Also, if you’ve got something to share, feel free to shout out.