Posts Tagged Customer engagement

6 Point Strategy To Pin Your Customer To Your eCommerce Model In Emerging Economies

ECommerce, as such, is not a new concept, but it is considered as a new model when it enters the emerging economies, where infrastructure and technology is trying to keep pace with the people’s perception. Moreover, they would have seen the organized retail flaring new heights, people adapting to new culture, where they are exposed to brands on shelves, feeling it, investigating it & top it, freedom of choice. Given the behavioral adaptions & the technology advances, eCommerce is seeing a new wave with Social Media & mobile technology vis-à-vis web 1.0.

Not biased on the brand though, but it’s amazing to see flipkart’s approach to the dig in the 10,000 cr market segment in the book industry, commanding  to sell a book every minute and gaining the foothold in eCommerce industry. The founder, while being interviewed in Young Turks, based his entry strategy to gain the consumer confidence, as books don’t cost much (helping the shopper to gain confidence) and secondly books don’t break or get damaged while in transit. Interesting to note here is, in spite of them being start-up couple of years back, they have gained a commendable market share and huge traction even in their newly introduces categories of with respect to white & brown goods. Yet another point to note is that they have good volumes churning from tier 2 cities and more so their advertising campaign have been very appealing as they are more on to the typical pain area, with respect to  why people hesitate to opt for eCommerce.

Wooing shoppers is the toughest task with any player today in the internet space, Thanks to the digital advancements in terms of technology, operating systems, mobile technology & enterprise applications, eCommerce has seen a sea change. Players like DataLink , who are the prominent players in the space, help budding & existing eCommerce Companies, in developing, supporting, maintaining flawless architecture which are constantly been innovated & updated with the  new ways like the social & mobile commerce which could help your platform to be on top of the mind of the shoppers. Such agencies play a crucial role in bridging the gap & help focusing the player on to the business.

As the social wave & mobile technology (in terms of smart devices) picks up heat and the numbers trending towards eCommerce being a prime channel strategy for any brands to reach their consumers.  6 point strategy to pin your customer to eCommerce model would be an approach towards finding ways & means to attract & have them with your model.

1. Play on Perception – Flipkart is a good example which has played a pioneering role in addressing and educating people, around their value proposition. The ad campaigns which were more on towards replacement guarantee, EMI options, pay on delivery and so on, caught bang on with Shoppers. The beauty of the entire campaign was, no where they touched on type of deals & offers. Such a thought process always creates the right kind of buzz and sets a platform in the emerging economies, which has a large addressable and consumption base.

2. Partner Brands as a channel in their sales Strategy – This point strategy builds the notional value among the user, when the consumer finds their choice of product tagged to the platform, it plays the much required promotions. A real life example, I was checking for the Samsung Tab in their website and curiously went on to see the online retailer in India, was Flipkart. This example is again not to talk on the Flipkart, but to articulate the value of being one of the prime channels in the sales strategy. Please note such a presence not only builds the loyalty but also helps to extend the brand loyalty of the product to the platform. In case of India, where eCommerce is seeing huge traction, such a move plays a lot on notional values.

3. Explore Mobile Apps for mobile devices – Mobile devices are proving to be one of the most intrinsic part of the consumer life, impacting their behavior, lifestyle and even more the decision-making process is not the same any more. We have already seen in one of the theories of Google and one of my previous blog on Zero Moment Of Truth . With the advent to tablets, every company is mooted towards developing applications which are lighter, quicker and smarter; it would be a big crime in this smart world, if the applications are not optimized to the mobile devices. Application plays a huge role in engagement too and also building the brand presence, and more so, smarter application reinstate the brand  prominence in the mind of the prospects in influencing the decision-making, through various engagements. An example to mobile app, evaluating  products, brand tracking through feeds and so on.

4. Adopt Social Commerce – Adopting social commerce principles could help the platform to boast their footfalls, also create the experience closer to reality and in the company friends, developing reviews, sharing, asking friends for recommendation and the list goes on. If not the social commerce platform at least the features, this ads to the engagement which is the core to pin your prospects. As in the case of the retail format, every outlet tries to engage his or her own customer to increase the footfall and enhance their shopping experience. Digital media could boast with the type of technology coming in, for example the augmented reality app connected to the social media can play wonders in promotion.

   Courtesy Rackspace, building43

5. Building a community of Happy Faces “The Brand Face”  & program around –  It is very important today that eCommerce needs to create a connect with its customer, and what better way it could be having your happy customer on to your ‘Wall of Fame’. The time has come now to build a community around the happy faces, not to have the freebies, but to facilitate value ads to its frequent & loyal customers to its credit. This point strategy purely works on the consumer buying behavior and their spending pattern on the social media circle, for example in the case of category dealing with books, how fascinating it would be for a customer to have a personally autographed books or meet his favorite authors or thinking a loud a chat or live video from the author in form of streams.

6. Practice Zero Moment of Truth – When we look at the buying behavior of a shopper after having a desire to buy a product, he has different ways today to gather more information, either he gets on to his mobile device like Laptop, iPad, smart phone or get on to stand alone PC, hit the search button, the best in today’s world what people say is ‘Google’. Your favorite search engine is able to throw loads of information from the product details, availability, location, feedback to reviews; they are so intrinsic that no brand can actually neglect any of these details, if they want to win their shoppers’ heart. So in the case e-commerce, not only the site would have to be optimized to the search engine but it would have to be calibrated for various devices from the smart phones to other smart devices, making it friendly for the shopper to view the information. The last thing you would want is the opportunity loss for unfriendliness in viewing the product.

More or less, when you evaluate the different players, these point strategies are prevalent, what is missing today is being customer centric and building engagement around them. It is not hard to have a sale today, but what would make a difference is building a community around the happy customer & tools to engage, it is just not enough to have a fan page to communicate people on the deal, but what would work is allowing the brand to speak, listen & engage with their customer.

You could reach me on adarsh.pete@gmail.com or connect me LinkedIn

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Viral Demand Gen Engine

Couple of years of back nobody could have even thought how Web 2.0 would sweep through everyone’s life, to become the Numero-Uno. There are appealing statistics which comprehend the fact of visit an individual would make during a day, which reinstate the position.

The rate at which this methodology has precipitated into the ecosystem is quite commendable and what we are seeing is just the tip of the iceberg, where the way players are exploring, beneficiaries experimenting and end users relishing the engagement are just the right things at the right place. When we look at the players today they use Create, innovate and embed as their drivers for exploration.

Networking is never been so intrinsic, where engagement being more extrinsic it leads to roots which go on to develop applications, widgets, feedback mechanism, share, likes, streams, +1 and status updates. Social Media today has become the face for their respective brands, more importantly the interactive one, which no doubt comforts the consumer and also benefits by providing the right kind of feedbacks, inputs and updates leading towards service / product optimization & in some cases a new product idea. As we all know Dell has been heavily working on the social media tactic  to use thousand and odd status update to shortlist few best ideas, which finally go to make some of the successful Dell products.

Never the less, Web 2.0 is been a true revolutionary for marketers and the best to happen for any Brand, in terms of adding a face, connecting with prospects and consumer but on other hand it poses challenges on engaging with the fans (prospects & Consumers), extent of insights and last but not the least, the most dreaded of all the issues, handling demanding, unsatisfied consumers who could derail the engagement with negative updates and comments. Among the reputed brands there are some which use the later as a model to resolve problems of the customers and also channel for service & support.

If I would have to think, how Web 2.0 would be in the coming days,  it could be like the hosted services of the leading enterprise products, where every individual has their own page which has all their information on an application which would give insights on their skill up gradation, finances, Career and so on. In fact there are android applications which are getting developed to control house hold appliances through the mobile, which could be synced to it. Thereby making the social networking site the most used and depended site.

Social Media today is an evolving strategy towards engaging customers, virtual product visualization and the most important where every brand would like to use such an optimized, targeted, measurable, seamless methodology to run a viral demand gen engine, which helps them to generate a fully matured lead which has been influenced, informed and  endorsed.

The Viral Demand Gen Engine works on an integrated model of Engagement and Virtual Product Visualization engine, powering the viral through engaging fans (prospects & consumers) either in view of product conceptualization, optimization, improvisation, development or even to the extent of sampling & testing. The model gets more appreciated when these insights are used to reach the targeted audience through blog sphere and for deeper pockets, micro blogging (in the form of mobile apps eg twitter). The strength here is it could be in terms of consumer endorsements, which is powerful than any other media, which is one of the KPI in all the reputed companies. Or the combination of different web application, widgets and blogging to create a good appealing visualization. Exhibit 1 Below demonstrates the Viral demand Gen Engine.

Exhibit 1- Demand Gen Engine

WATCH THIS BLOG FOR MORE TO COME ON ENGAGEMENT ENGINE, FOLLOWED WITH VIRTUAL PRODUCT VISUALIZATION ENGINE AND UPDATES

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Gaming,the Biggest Social Engagement Model, could be the Lab for Consumer Behavior

Have you ever seen the social gamer playing through the farm ville, god! That is more than an addiction which I have been through. You scratch your head and heart if you are not able to harvest at the right time, strategize the crops which yield more level scores and the most awesome thing, use a calculator to find out the profit margin out of every harvest. The best out of the entire activity is we are captive, focused and more over show a behavioral trend, which could be related or grouped to categorical insight, which means, without my knowledge, but based on my impulse and reaction during the involvement. What do you think this could lead to; Consumer Gaming Intelligence.

Let’s counter the statistics 1,739,025, followers on the Facebook for Zynga alone, which also is a game changer in the social gaming experience. Any methodology parameter we bring in for the evaluation, they stand at par, engagement model, user experience, tactics and more over the consistency, which keeps the eyeball and the grey matter glued, tingling the stimuli to visit the site more than just once. May be for more statistic we could ask Zynga, including this in this section, would be more of a marketing pitch than trying to drive a point. The insights coming out through the game would be a good inference to a Consumer Gaming intelligence, which is waiting for us to study Consumer Behavior.

Gaming Behavioral Laboratory– Let’s see how we could adopt, when put more science into the technique, gaming studio could be developed which acts as a behavioral lab to draw inferences which are corollary of the shopper behavior. What would make a difference to boast the precision is introducing strategic scenarios, like the real life shopping environment which would allow the excitement among the players and keep the momentum up through their visits and post visits. These scenarios help to gather the behavioral trends in the consumers. Their logic, could interpret decision inputs, expectations and wish list they have, more over how they react in a scenario could give a good input for the strategy formulation.

I don’t say this answer the questions, could we predict consumer behavior, but we could start drawing parallels, which could help us in drawing the behavioral trends. This would bring in more science and to top of all, gaming is the best engagement model in the social media, apart from the done to death contest.

Engagement model Every marketing subject matter expert tests his grey matter to the fullest when it comes to engagement consistency, which is still a Pandora’s Box waiting to be unearthed. There is no science which suggests this should be the tactic for engagement and substantiate through web analytics, which shows spike and plateau. But gaming is one of the applications which increase the visitor frequency on to the site, the beauty is, on the spirit of the game and its level, networks you to people who have one thing common that is gaming. Isn’t that interest for you and your brand to make it a purely global phenomenon, through the social media.

Just having a page or a group wouldn’t make a difference, in your Social Media Strategy, translating your position statement through related applications and games would spike your engagement, and more so we would be able to crack what is called “Consumer Gaming Intelligence”, so what are you waiting for…

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