E-COMMERCE

E-Commerce in 2022: New Ways to Win Customer Loyalty E-commerce strategy

Brands will need to explore alternative ways to find relevant customer information to deliver them a relevant shopping experience.

We have seen so much change in the last two years. The 2020s have so far been marked by rapid adaptation. We had to learn new ways of going to school, new ways of interacting with people and new paradigms of work.

In retail, brands have seen a tidal wave of change sweep over them over the past two years, and they have adapted to the tides. E-commerce sales rose sharply in the midst of the pandemic, and this momentum persisted (Adobe predicted that e-commerce sales would be $ 4.2 trillion in 2021).

In this new shopping climate, brands have also faced new obstacles such as significantly intensifying competition in the digital advertising sector. Marketers have had to experiment with increasing the number of channels as customers abandon traditional marketing communications.

And, of course, one of the main stories of the year is the problems with performance and supply chains, due to which retailers have difficulty fulfilling orders and maintaining customer loyalty.

We predict that last year’s events will lead to change in several key areas in 2022. Here are some trends that will shape e-commerce next year.

Adapting to what will be

Several iOS updates have changed the way we work in 2021. In addition, Google has confirmed that it is gradually abandoning third-party cookies in Chrome by the end of 2023. This will definitely affect brands that have traditionally used all of this third-party data. track visitors to their websites and use this information to target the right audience. Brands will need to explore alternative ways to find relevant information about their customers to provide them with convenient purchases.

That’s why 2022 will be the year when brands find even better ways to motivate customers to share their personal information. Incentives need to be unique and special and give customers significant added value to share their information. Customers may be offered exclusive opportunities such as early access to new products earlier than others, or significant savings on goods that are rarely sold in exchange for their data.

Another option is to gradually reward customers as they share more data. With regular access to small amounts of data, benefits accumulate in customers over time and allow brands to update and reassign how they communicate with that customer in the future. Brands can do this by rewarding customers with loyalty points for filling out more forms and providing personal information.

If customers stay behind the wheel again and choose where and when they summarize their personal information, brands that respond appropriately will see a renewed interest in sharing information and more benefits. The happier the customer, the more brands can provide a personalized experience. And if brands understand everything correctly, these impressions will delay customers longer and increase their life value.

People will pay more and be loyal to high customer service

Buyers on Cyber ​​Monday on Black Friday 2021 had to overcome many deficits. And it was hard for brands. The fact is that the supply chain will be uneven in the foreseeable future. 100% of retail executives say they expect the outages to continue in 2022.

At this point, most buyers realize that there are global supply chain problems that retailers cannot fully overcome. We predict that next year brands will be very honest to inform their customers what is going on behind the scenes. The winning strategy for maintaining customer loyalty and sales in 2022 will be transparency with customers about the challenges of purchasing inventory and how they will “complete them” to customers.

We are also confident that the winning brands will rely on their customer service capabilities. To prioritize how to respond to customers in difficult times, stores link their loyalty programs with support so they can better segment their customers. By identifying their most loyal customers, they can be the first to respond to these buyers and resolve their complaints with loyalty points as an apology if orders remain unfulfilled or arrive late.

Or brands can segment their customers and provide different levels of service depending on their loyalty to the store. Happy Mammoth uses tiers to provide customers who have spent and engaged less, free shipping only on orders over $ 90. While the most loyal customers at their level “Insider VIP” receive lifetime free shipping on all orders.

By prioritizing customer service and certain shopping segments, stores gain more brand loyalty. They will feel valuable even if their order gets lost in the swamp supply chain.

Last year’s e-commerce problems will almost certainly continue. What matters here is how brands respond to encourage returning customers. Brands should focus on building emotional connections that encourage customers to choose and be patient when problems arise. When more marketers get to know their customers, brands will be rewarded for keeping them.

Charlie Casey is the CEO of LoyaltyLion

https://www.retailcustomerexperience.com/blogs/e-commerce-in-2022-new-ways-to-gain-customer-loyalty/ E-Commerce in 2022: New Ways to Win Customer Loyalty E-commerce strategy

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