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RESEARCH, ANALYSIS & TRENDS

Typecasting customers in eCommerce

to improve conversion - but how?

It is well-known that a professional web shop includes a channels and modularity for B2B and B2C trade to at-
striking design which is supported by a strong brand tract new clients and to achieve high conversion rates.
language. In addition to that, an intuitive navigation with
simple ordering process, a support forum and search Hence, dealers are advised to provide their customers
engine friendly tools, as well as interfaces to key cus- with diverse contact channels to get to know their buy-
tomer- and product data are required. ers, recognize their needs and address them appropri-
ately. The demand, expectations, environment, and the
If you want to provide customers a consistent shopping customer's language can all be analyzed in the market.
experience anytime and anywhere, omnichannel and
modularity are simply a must. Furthermore, channels Although closed-loop selling - the cycle from the manu-
have their universal characteristics - unilaterally, mutu- facturer to the end customer and back - enables the
ally or directly - which explains why potential buyers highest personalized customer communication, shop
and customers prefer certain channels, or switch to information is still presented like in the old days - cata-
them spontaneously depending on the situation - partic- log-style with high redundancies. However, the more
ularly the always-on clientele. information the shop can offer, the more content can be
created that is relevant to the individuals.
What is, however, often still ignored is the fact that each
channel meets typical basic functions: it can inform, Words are touchpoints for getting positive custom-
plan, inspire or emotionalize. Whoever observes cus- er reactions
tomer behavior will be able to clearly recognize which
group prefers a rational or emotional approach. As a Product information in online stores is usually com-
general rule, however, it is best to pick customers up posed of text and image elements, oriented towards the
where they linger, which means making more use of needs and preferences of the demand-, target- and
18 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
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