Why your enterprise e-commerce brand is missing the mark and how you can fix it

With the pandemic we witnessed and embraced a new-normal way of life and business. From delivery of daily essentials, to education and health everything went digital, and we the consumers lapped it up like never before.

The transformations were humongous and the wheel has not stopped turning yet. COVID related disruptions made traditionally offline enterprise brands take note of the importance of going digital. Selling on channels that their customers prefer is no longer a choice but more about surviving the ever changing market. While 52% of enterprise brands selling online experienced surges in demand during COVID 19, 80% of large retail stores faced a sales dip or closure. Well, a reason enough to highlight the importance of going digital, connecting directly with customers and adapting to the changed buying behavior. Embracing digital channels also had a multi-pronged effect on enterprise brands’ growth, be it expanding their customer base, exploring new markets or selling more due to seamlessly catering to the changing buyer preferences.

Customer is the king

Well, the customer is and will always be the king and your brand needs to build experiences worthy of a king’s attention. Just offering competitive pricing and huge discounts has passed. The modern buyer journey is no longer linear and complete on a couple of touchpoints. The new-age buyers keep hopping in and out of at least 4 to 6 channels right from social media, to online stores to mobile apps, voice-based devices before finalizing a purchase.

And to be successful, brands need to be aligned with the new routes traversed by their buyers. Yes, new-age brands not only need to have a multi-channel presence, they also need to offer a uniformly seamless experience across all channels and devices. What’s more, they need to top this up with extreme personalization, ease of shopping and streamlined doorstep delivery. Anything less and your brand runs the risk of being out of the race.

How Enterprise Brands can leverage e-commerce platforms to solidify their market presence

The pace of changes in the market and business models is astounding. Driven by customer preferences enterprise brands are ready to go to any lengths to engage, convert and keep customers loyal to their brand. While they have always been using the pricing and discounting strategies to lure buyers, enterprise brands now need to move their game a few notches higher.

The need of the hour is to take your enterprise brand where your customers are- right, you need an all pervading digital presence, be it your website, mobile apps, social media or any other digital channels, your customers need a “buy” button everywhere.

Sticking to monolithic software is no longer going to help in such a scenario. enterprise brands need modern, agile, scalable and flexible enterprise ecommerce solutions. Enterprise brands need to quickly adapt to changes in the market and build future-ready solutions that give them a winning edge.

Here are a few areas where many enterprise brands are still missing the mark and how an advanced enterprise ecommerce solution can help them bridge the gap:

Not focusing on Omnichannel presence

It’s interesting that customers connect with brands on not just 1 but atleast 5-6 channels before they actually purchase. This is why brands that are unable to offer omnichannel buying experiences are usually dismissed by modern buyers. Unfortunately, customers end up favoring the competitor brands that offer new-age buyers a seamless buying journey across different channels them

To ensure you do not miss the mark, you should power your enterprise brand with an enterprise tech solution which uses headless architecture. With the decoupled headless architecture you can easily add any number of new customer touchpoints easily and quickly using the same backend logic and APIs. . Headless also provides your development and marketing teams, better creative control to build innovative solutions and conversion oriented buyer journeys.

Absence of customized and personalized customer experiences

One size fits all strategy no longer works with the new-age buyers. To set your enterprise brand apart you need to go with personalized offerings. The modern customers demand customization and personalization at every step of their journey .. Adding personalized attributes will ensure that you as a brand can offer customer engagement, conversion and retention. And to be able to offer these kinds of experiences, your platform would need high levels of customization so that you can make sure that your customers stick around with you for long.

Your enterprise e-commerce platform should be such that you can easily implement multi-level customizations. And you have various ways to offer customized and personalized customer experiences. Whether it is offering unique landing pages, personalized prices, and discounts, or multilingual content, multiple payment methods, shipping options, etc .; you as an enterprise brand just need to think innovatively. You have to come up with out-of-the-box strategies like these so as to keep your customers engaged with your brand. It is this commitment that will further carve the path for customer loyalty and retention.

Lacking mobile presence

The modern customers are hooked to their screens .. They use mobile phones for almost everything and especially for online shopping. No wonder, the mobile device is one of the most lucrative touchpoints to reach out to your customers. Having your enterprise brand’s mobile presence is no longer an option, it’s a necessity for enterprise brands planning their growth strategy. If your brand does not have a strong mobile presence, you are not going to be in the market for long. By leveraging the power of m-commerce you can expand our presence to new markets, tap impulse purchases, personalize your offerings for better marketing ROI and gather customer-behavior insights to improve your branding and sales efforts!

And of course, the mobile experiences should be of high quality both from the design and functionalities aspects. For this you need to look for mobile-ready enterprise solutions that offer inbuilt solutions for building mobile apps and PWA stores. With apps for your customers, dealers, sellers, delivery boys and for the admin (s) you can leverage the power of m-commerce for business growth and also run the business from anywhere, anytime.

Absence on social media

Social media is our new-age way of connecting with friends, family and business partners. Whether it is a B2B or D2C business, social media is helping them connect with their customers in ways that were unthinkable a few years ago .. Surveys, feedback gathering, product promotions, marketing, sales, you name it and every kind of activity can be conducted on social media platforms.

Your brand without a social media presence is like an online store in the middle of nowhere. Social media takes your brand to the platform where your customers keep hopping in and out several times a day. Seeing your presence their customers engage, consume your content and eventually, if promoted right, also buy from your brand.! To build a strong social media presence, your e-commerce platform should support social commerce. Additionally your enterprise platform should also beSEO enabled to create a digital buzz about your brand organically. With both these aspects in place, not only will you have a presence across multiple platforms but you will be able to tap new markets organically and seamlessly.

Unable to capture customer data and gauge purchasing trends

The customers’ behaviors, preferences, and demands shape the buying trends. Every click of the customer on the different touchpoints can be captured and analyzed. This way you have access to a data pool that helps you gauge and understand your buyers’ needs.

Modern enterprise e-commerce platforms are designed with inbuilt analytics tools that can be easily integrated with Google or other analytics tools. Following this path, you have data-driven insights that could potentially help you devise your marketing, expansion, growth strategies. In the long haul, they help maximize the marketing ROI as well as promote the products through the most profitable and ideal channels.

Summing up!

Enterprise solutions help businesses fix a lot of issues and make them break free from the limitations of legacy software. By helping businesses quickly adapt to changing market trends and giving them the flexibility to make new channels commerce-able, enterprise ecommerce platforms enable faster growth for brands. Modern enterprise solutions also make it possible for brands to pivot their business model and quickly design and move to a new and disruptive hybrid model. . Businesses that are aligned with customer requirements, prioritize customers and fulfill their demands, as well as expectations, eventually end up savoring success.

All these businesses need to achieve a resounding success is an enterprise ecommerce solution that comes with inbuilt support to cater to the changing needs of such fast-growing brands. Powered by a future-ready, next-gen enterprise platform, brands can achieve astounding success by delivering what their customer wants.



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Disclaimer

Views expressed above are the author’s own.



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