igitalization never stands still and it is not easy for companies to distinguish themselves permanently. What are the current trends and developments within the e-commerce market and how can an entrepreneur capitalize on them? Frank Bouwman, Director of Growth at digital commerce agency Strix, provides more insight in the FD E-commerce special.
The world of e-commerce is comprehensive and it is actually impossible for companies to take care of this themselves. Knowing and retaining your customers is an ongoing process and there are all kinds of tools on the market to help companies do this. Strix focuses primarily on the so-called mid-market lower enterprises and builds integrated platforms through solutions such as Adobe, Shopware, Commercetools and Shopify. They do everything in-house, from strategy and design to development, support and performance.
Personalization and AI
It is important to understand buying behavior and preferences, and according to Bouwman, AI will be especially supportive in this regard. ''You have to know very well who your consumer is. They have also grown enormously digitally, so they want to be fully understood. Just like the baker used to know exactly that someone always came to buy currant buns.'' Companies are already using AI and machine learning extensively to provide personalized shopping experiences through customer data. This ranges from personalized product recommendations to customized marketing campaigns. You also have chatbots and virtual assistants on websites and social media channels that serve as customer service 24/7, answering questions and helping with the purchase process.
Omnichannel
Another well-known concept in e-commerce is omnichannel retailing, which should provide an integrated customer experience. Customers expect a seamless experience spread across different channels, both online and offline. This means that their shopping experience should be consistent whether they buy through a website, mobile app or physical store. Always being able to buy what you are looking for anywhere with the same experience and convenience, that's what it comes down to. An example of this is Albert Heijn. Pick your recipe at home, add the products to your shopping list and sort them in the right order so you can take it on your chosen AH's shopping route. Then checkout with the app and participate in all kinds of loyalty promotions again via the bonus card.
Other solutions
Another important factor for the customer journey is a mobile-optimized website, since much of online shopping is done via smartphones and there is an increase in the use of mobile payment methods. Subscription services and loyalty programs can also enhance the customer experience, as they can perfectly cater to customer preferences and build a community. One step further still is spatial commerce and 3D shopping, where customers have the opportunity to experience products in 3D through Augmented Reality (AR) and Virtual Reality (VR). It offers a much more comprehensive perception of companies and their products. At the same time, it helps generate lower return rates and thus positive sustainability effects.
Customer Data Platform (CDP)
It is important to have your data in order, to know what your customers want. A Customer Data Platform (CDP) can support this. Using a CDP, you can create a holistic and up-to-date customer profile by combining data from different channels. This enables companies to make more informed decisions and deliver personalized marketing campaigns and customer experiences. But also to offer specific landing pages and products, for example.
Future
Strix is based on three principles: Think, Build & Run and Grow. Together with the client, they develop a vision and an effective digital commerce strategy by analyzing business objectives and market dynamics. Then they convert these into a working e-commerce platform that functions optimally. And in doing so, they grow businesses. Their focus is long-term success through technology expertise, allowing clients to focus on their core business while accelerating and strengthening digital growth. Finally, Bouwman explains that their Big Hairy Audacious Goal (BHAG) is to become a leader in the European field and that they would like to expand into the Nordics and the UK.