How To Use E-Commerce Customer Data

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E-commerce Specialist providing strategy and marketing ideas to help companies sell more online.

Collecting information about customers is crucial for any e-commerce businesses, and is made easy by using many of the most common e-commerce systems such as Magento or WordPress. The social, demographic, and behavioural information can provide many insights for marketing strategies, campaigns, product enhancements, and to help offer better services.

Below are some of the fields where using e-commerce customer data can be of great help:

E-Commerce Target Market

Every company needs to learn about its’ target market. An e-commerce business needs to know their target market even before they start making any sales. But, just like businesses evolve, so do the markets. A specific group you initially thought was the target market might no longer be.

Businesses need to keep a keen eye on customer’s data that’s collected from the website, as it will make it much easier for the businesses to keep their brands and their communications on the target market relevant.

Emails and Contact Information

Collecting the email addresses and contact information will make it easier for businesses to contact the past and potential future clients in case you’ve anything new that they may be interested in. In addition, sending relevant news and offers to the customers will strengthen the relationship they have with your brand.

Solving Client’s Issues

If you have e-commerce customer data, then you’re going to be more empowered when it comes to resolving any problems they may have such as payment, missing shipments or any other complaints. The level of information gained from an e-commerce site makes it much easier to deal with these types of problems immediately and efficiently.

Offer Better Services

Having consumers data such as their buying patterns and their demographic information will be of great help when it comes to improving the quality of customer service & marketing. The data will help you have an idea of the customers buying habits & how these habits can be of use to you. Tracking how the customers purchase items will let you offer them more reasons to keep them coming back to buy at your store(s). In case you happen to notice that a certain customer is often purchasing an item that needs to get shipped as a present/gift, you can give him/her some money off during the next special occasion or holiday that comes around.

Social Media

If you’re collecting the social media data from your clients, then you may also use the platform(s) to engage with them. It is a great way of letting your clients know that you’re on their favourite social networks, and may prompt them to even include you (or your brand) in a Tweet.

 

Some of Common Mistakes E-commerce Businesses Make When They Are Dealing With Customers’ Data:

Not conversing with shoppers

The technological advancements in the behavioural targeting & analytics enables e-commerce merchants to collect activity and data without any direct communication with the shoppers. Nowadays, you can actually determine whether the shopper(s) like an item without even conversing with them. Although being passive with data collection is convenient and fast, doing it a lot may alienate shoppers. That is why it is crucial you collaborate with them. You should gather insights by communicating with the shoppers. You should let them share information through quizzes and surveys. Letting the shoppers in on data gathering efforts will strengthen your business relationship with them. It’ll make shoppers feel you do really care about them.

Poorly integrated systems

Not integrating your applications correctly may lead to wastage of time, inaccurate reporting and data loss. The shopping cart, the site analytics, the email marketing software, and other programs should all integrate seamlessly with one another so as to facilitate proper data flow. Proper integration will enable you to gather all the data you need quickly, analyze it and take the necessarily action.

Excessive Aggression

If you are using any big data solution or any sort of analytics on your website, you probably know a lot about your site’s visitors. You understand what they prefer, where they are from, & exactly how they usually behave. Although it might be tempting to instantly use this information so as to deliver some tailored marketing messages, excessive aggression with the personalisation strategies may alienate visitors. You can avoid this by setting frequency cap on the remarketing ads so that they do not appear everywhere. You should also ensure that you have gathered sufficient data regarding your visitors so as to determine the correct messages and the right channels on which to market on.

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