You don't like a helicopter salesperson, but you like to be addressed by name when you enter your favourite retail store. You have little time to browse through the products randomly piled across the shopfloor, but you hate to be prompted along the way. You are a fastidious shopper, but you don't mind relevant suggestions while negotiating the aisles at the store. This is one area where brick and mortar businesses have had an edge over online stores - the art of gently nudging the customer towards things that might not have been on her shopping list in the first place. Now online stores have closed that gap - the smart ones are working overtime to incorporate data-driven merchandising to provide targeted and relevant offerings that help visitors make a purchase. They are providing navigation that enables consumers to easily refine product choices by important product attributes. In short, e-retailers have entered the domain that was once the exclusive preserve of brick and mortar stores: that of guided discovery.
|Tools to drive engagement DRIVE ENGAGEMENT|
|LIVE CHAT: There’s no better way to get a query resolved than by asking someone while you are on the site ON-SITE PUSH NOTIFICATIONS: Stores have peak hours and dull hours. Use tiny, little nudges to make virtual walk-ins aware of offers VOICE OF THE CUSTOMER: Customer satisfaction surveys post purchase are a sure shot way of getting feedback and insights SELLING INTO NON-PRIMARY CATEGORIES: Use product adjacency analysis to create a basket of products that are typically bought together. For example, electronics gadgets and graphic novels. Research shows that the same demographic tends to purchase them CUSTOMER SEGMENTATION: Crunch customer data to create profiles of the customers. For example, a person who buys electronics and comments on technology blogs can be tagged as part of a segment ‘early technology adopters’. Other such segments can be created With inputs from Avlesh Singh, CEO, WebEngage and Dipayan Chakraborty, director, Delivery and Client Relations, TEG Analytics|