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Customer centricity – the key factor in ecommerce

Customer centricity – the key factor in ecommerce

To the German article

"Customer centricity” can also be described as “customer focus”. Customer-centric companies focus on the requirements of their customers instead of concentrating on the sale of their products. Nowadays, customer centricity is taking the place of the once prevalent product orientation, so you too should focus on your customers. Find out everything you need to know in this blog post.

Customer centricity – what is behind the buzzword?

Customer centricity has become a necessity for companies to be successful in the market. Due to the large number of providers in ecommerce, fewer and fewer customers are remaining loyal to a company when shopping online. Customers are therefore gaining influence in the market. In order to turn one-time buyers into loyal long-term customers, it is now more important than ever to understand your customers and their individual requirements. This is also emphasised by various studies which have shown that both the sales and market values of customer-centric companies are growing significantly faster than those of their competitors [1].

For you as a merchant, this means: from the moment that customers come into contact with your company for the first time, to the purchase of your product and after-sales service, the aim is to offer customers the best possible shopping experience along this customer journey. In the eyes of your customers, you can thereby differentiate yourself from other competitors on the market in the long term.

3 tips for more customer centricity in ecommerce

1) Personalise your customers’ shopping experience

The more personalised your customer approach and the better your products are tailored to your clientele, the more relevant your company will be for them. To give your customers a shopping experience that is as personalised as possible, you first have to get to know them. So-called consumer insights let you know who your customers are and what is important to them. The first step towards more customer focus is therefore to collect customer data and information and to analyse them.

From these data you can then work out the requirements of your customers and develop a concept for a personalised approach as well as content that is adapted to your customers. The days of one-size-fits-all solutions in ecommerce are gone, because what works for one customer might not work for another. A personalised approach is therefore important in order to be successful in the long term.

2) “The customer is king” – put good customer service first

Your products can easily be copied by competitors. Good customer service is therefore a crucial factor for long-term customer loyalty as this is how your customers build trust in you. When ordering from your shop, your customers should feel like kings. You should therefore ensure that the ordering process is as simple and problem-free as possible. This ranges from customer service that can be accessed through various channels, to good complaint management and simple, free delivery and returns. It is also crucial to align the entire company according to the motto “the customer is king” so that your customers do not experience anything other than this, regardless of who deals with them within the company.

customer-centricity

3) Create true added value for your customers

Above all, in ecommerce you have to offer your customers real added value in their shopping experience so that they will order from you again the next time and not from one of the many other providers. For example, you can offer your customers useful additional information in a blog with non-promotional content, or you can answer the most frequently asked questions about your products on a Q&A page.

You can also create added value for your customers via customer loyalty programmes, whereby they receive personal offers and are invited to exclusive events. However, your customers also benefit from added value through communities in which experiences and tips about your products are exchanged.

Create unique shopping experiences with Shopware Guided Shopping

Unique and emotional shopping experiences that were once unthinkable can now be implemented with modern technologies – for example customer-centred and interactive live video events, made possible by the new Shopware Guided Shopping feature. Guided Shopping is an innovative Shopware 6 feature, with which you can hold interactive live shopping events directly in your shop.

Instead of feeling overwhelmed by the sheer volume of products available online, your customers can obtain personal advice in your shop - just as they would do offline in physical stores. The feature provides your customers with a unique shopping experience in your store and gives you the opportunity to build a personal relationship with your customers, to give them personalised advice and to gain valuable insights into their requirements.

The Guided Shopping feature opens up new opportunities not only for B2C but also for B2B business models. This means that you can present your products in the best possible way with personal consultations, highlight customer-relevant features and product advantages thanks to the integrated CRM tool, and establish personal relationships with your B2B customers – and all of this conveniently via video conference.

The Guided Shopping Framework will soon be available as an Early Access version. Do you want to learn more about Guided Shopping?

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