Magazine article CRM Magazine

Eight Best Practices to Deliver Great Commerce Experiences: Transform the Buying Process with Oracle's Commerce Solution

Magazine article CRM Magazine

Eight Best Practices to Deliver Great Commerce Experiences: Transform the Buying Process with Oracle's Commerce Solution

Article excerpt

INTRODUCTION

Customers have new ways to research, evaluate, compare, purchase, and provide feedback on products and services. What was once a simple buying process has evolved to include the Web, store, mobile, social, kiosk, and call center. Throughout that buying process, customers expect consistent, relevant, and personalized interactions.

WHAT YOU NEED TO KNOW ABOUT THE CHANGING COMMERCE LANDSCAPE

Shopping Across Multiple Touchpoints Is a Given

Siloed touchpoints directly impact the customer experience. Consumers expect to glide seamlessly among your brand's touchpoints. In fact, 44 percent of online retailers reported that optimizing the user experience across touchpoints is their top priority for 2012 (1).

Mobile and Social Are Catalysts for Cross-Channel

Mobile and social commerce are changing how consumers research, buy, and recommend products. Fifty-four percent of U.S. smartphone owners use their phones to shop before arriving at a store (2). Armed with smartphones and tablets, consumers have access to much more product information and can compare, recommend, and share information from anywhere, at any time.

"Big Data" Applies to the Commerce Experience

A massive amount of data is being generated daily by consumers, businesses, and devices. "Big data" provides valuable insight and can be utilized across all touchpoints to deliver better, more relevant experiences. In fact, 91 percent of marketing leaders believe that successful brands use customer data to drive marketing decisions (3).

BEST PRACTICES TO DELIVER GREAT COMMERCE EXPERIENCES

1) Personalize Customer Engagement Across Touchpoints

Today's customers expect consistency across all touchpoints. Provide a seamless, personalized, and consistent customer journey no matter where or how your customers choose to engage with your brand.

2) Connect Buyers with the Most Relevant Content

Predicting what customers want is nearly impossible. Use everything you know about them--from purchase history to what device they are on--to present tailored products and offerings.

3) Target Experiences at Each Interaction Point

A rewarding customer experience includes presenting the right content to the right customer at the right time. Offer the ideal experience on different interaction points by leveraging personalization as well as proactively managing pricing and profit margins across products, store locations, and devices.

4) Influence Experiences to Maximize Conversion

Getting shoppers to your site is half the battle. …

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