In order to meet customer needs and to ultimately drive sales, retailers need to adopt an e-commerce strategy that enhances the customer experience.
So says Nick Soper, head of design at Fontera Digital Works, who points out that if retailers are able to deliver on the expectations and the experiences which their customers require, they are likely to retain and grow their customer base, see repeat purchases and develop profitable relationships.
Because consumers use multiple channels to engage with products and brands, if retailers don't appear consistent across channels, they risk diminishing their brand and losing customers and sales to retailers that have adopted an omni-channel strategy, adds Soper.
He points out that for companies to gain more customer insight across multiple channels and improve marketing campaigns and sales, an omni-channel strategy is required.
"In order to succeed in the increasingly competitive e-commerce environment, brands need to ensure they integrate as many of the components of the customer journey as possible, both online and offline. This strategy, otherwise known as omni-channel retailing, is fast becoming an industry standard and will ensure retailers use the platforms that provide the best customer experience and return on investment."
Soper adds that internal business learning plays a big role in how business approaches integrating omni-channel strategy into their offering.
Competitor analysis, attending meet-ups and conferences all play a role in how a business can become familiar with what customers are experiencing and expecting from retailers, he says.
According to Soper, many South African retailers that have already adopted e-commerce elements into their sales strategy have designed platforms which are compatible only for desktops and laptops and not mobile phones.
He believes that for them to achieve customer satisfaction and increase sales, mobile e-commerce should be a vital part of a sales strategy, more so because the need for mobile support for customers and the convenience factor of mobile devices is growing.
In addition, Soper believes a business's e-commerce strategy must link back to its key performance strategy, which is the measurement that reflects the performance and progress of a strategy.
"If there was ever an e-commerce goal for businesses and retailers to strive towards, it would be that 'everything has to work, all of the time, for everyone' and for these to be in line with business objectives, strategy and key performance indicators," says Soper.
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