The need for speed with e-commerce
These are extraordinary times. As March 2020 witnessed the first planetary lockdown of the 21st century and the economy came to a standstill, one e-commerce company was looking to hire 100.000 new employees. Amazon was not the only webshop facing an explosion in demand. Coolblue and Bol.com saw in Belgium up to 300% increases in orders for domestic products. However, the rise of commerce is more than just a quick response to this pandemic. It’s a channel that companies cannot afford to ignore, whether you are in B2C or B2B. Imagine you are Karel, the new e-commerce manager of a mid-sized company. What are your main challenges today? And how can SAP Customer Experience help you out?
Your customers have high expectations
The National Retail Federation’s latest research in the VS stated that 97% of shopping cart abandon is caused by lack of convenience. Customers expect easy ordering, easy payment, easy delivering at the time and place of their choice… If Karel fails to deliver on convenience, he loses the sale transaction to a competitor. It has never been easier for customers to surf to another web shop and buy with a few clicks the same product you are offering on your website.
The need for speed
Convenience is also about speed and just in time delivery. Same day delivery is quickly becoming the norm. Karel therefore must make sure that his UX is top notch and that his data and processes are deeply integrated with the business systems of his supply ecosystem, warehouse, marketing, sales, after sales and finance. SAP Customer Experience integrates all these departments and links natively to the SAP S/4HANA platform.
What should be personalized in e-commerce?
Another “new normal” in e-commerce is a high degree of personalisation, even for B2B webshops. Think of product recommendations, dynamic pricing and personalized offers and rewards. This is especially for B2B companies a challenge. B2B sales have longer sales cycles and are less driven by social proof. Moreover, decisions are made by several people within the company. Careful retargeting, attractive content and product info and sophisticated lead generation are needed over a long period of time. In the SAP Customer Experience portfolio, the marketing and e-commerce modules work natively together on the same set of data, enabling you to personalize for each customer and each customer profile.
Ethnicraft is taking the next step of e-commerce with SAP Customer Experience
Most e-commerce managers who build a web shop, started with the basics: data. You must be 100% sure that product info, pricing, promotions, descriptions and tagging are available, correct and up to date. And if you sell in three continents like wholesale furniture supplier Ethnicraft, all these data must be available in several languages for several countries.
Ethnicraft chose to work with SAP Customer Experience. Based on best practices and taking advantage of the synergy with their SAP ERP solution, we helped them to get most of the implementation.
The four personalities of customer centricity
If you want like Karel and Ethnicraft set up your e-commerce operations right from the first time, we will be glad to share our experiences with you. I’m writing a series of articles about current CX challenges for the different departments. You may also want to discover:
How does Erik, head of the sales department, enable his sales team?
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Meet Lien, guiding the marketing department to better customer engagement.
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Koen of the service department is streamlining cross-channel customer fulfilment.
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Karel is building an e-commerce platform that can keep up with the increased need for delivery speed.
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