Over the past 20 years, ecommerce has evolved greatly. Armed with decades of studies and analytical data, retailers are able to cater to customers’ needs like never before. From price-matching pledges to no-questions-asked returns, and even online-only sales events like Cyber Monday and Christmas in July.
The customer journey is the most important part of the conversion funnel. Newer solutions like ecommerce CRM help connect these dots, and give retailers a clearer picture of how they can better connect with customers and improve their bottom line and ROI. Here are a few reasons why these software solutions are becoming a mainstay for industry leaders.
Giving Retailers a Clear Picture
Most retailers these days are selling on more than one channel. For example, they may use a shopping cart provider like Shopify or 3dcart to host their online store, but they are likely also selling on eBay and Amazon, too. The trouble is that these marketplaces and shopping carts deliver individual analytics and do not really talk to each other. But CRM integrates into all of them, delivering cross-channel analytics that provide retailers with an inside look at customer behavior, patterns and trends.
Hybrid, Expandable Cloud
Unlike software solutions of the past that were client based, newer CRM solutions for ecommerce are hybrid cloud. This means that they essentially function like a smartphone app would – they use a desktop launcher that acts as a node between the cloud and the client. These light client applications enable users to check in on their storefront and marketplaces from mobile devices and desktops. This ease of access helps retailers stay on top of the customer journey no matter the time of day or their location.
Expedited Internal Projects
CRM is not just about helping to improve the customer relationship; it’s also focused on improving internal operational efficiency, too. Integrated features that are commonly found in these solutions include things like project management, task lists and calendars. These features help all users – the back office team, for example – connect and work more synergistically. Improved efficiency means less operational cost and revenue bleed – ultimately resulting in a finely tuned ecommerce engine that delivers a healthier bottom line and more ROI.
Journeying with the Customer
Having the ability to follow the customer’s in12dividual journey is the key to success in ecommerce. This process used to be so costly that only firms with big data budgets were able to afford it in the past. But newer solutions have leveled the playing field for all participants. Today, being able to follow the customer requires a basic subscription to an ecommerce focused CRM with cross-channel integration.
While CRM is certainly not the end-all for your online sales and retention strategy, it should be a prime focus for any growing ecommerce business. Combined with your marketing approach, customer service and returns policy, it can help serve as the driver to expanded customer relationships, improved loyalty and better long term retention.