In these turbulent times, the demand for a properly functioning eCommerce platform is greater than ever. Many wholesalers are taking up the challenge, perhaps faster than originally planned, to bring their business online and / or improve online performance. However, many wholesalers do not yet know how to do this and where to start. We have a tip for these wholesalers: take eCommerce seriously! It goes much further than just facilitating online purchases. Therefore, don't forget to think about the strategic role of eCommerce within your organization. In this blog we help you to take the first steps.
We have just established that eCommerce is more than just having a webshop. But what is the importance of a good eCommerce platform? We see the following points clearly emerging at many wholesalers:
Now that you know the importance of a good eCommerce platform, it's time to get started! But where do you start? And how do you determine which strategic role eCommerce should play within your organization?
A successful eCommerce implementation starts with insight into the customer journey. To get a good idea of the "journey" a customer takes when he or she buys a product, it is therefore advisable to focus on the customer journey during an eCommerce implementation. By mapping the customer journey, you are better able to optimally tailor the role of the eCommerce platform to the purchasing process of your customers.
The customer journey begins the moment someone (a suspect, prospect or lead) comes into contact with you. From that point to the end of your relationship is the customer journey. We use a total of five stages to map out the customer journey.
Awareness: the first introduction / impression of a prospect with your company.
Consideration: comparing products with other solutions in the market.
Acquisition: the choice to buy a product has been made.
Service: all (service) questions and contact moments following a purchase.
Loyalty: creating repeat customers.
In part II of this blog, we will go into more detail on mapping the current and desired role of eCommerce per stage within the customer relationship.
By asking and answering the right questions at every stage of the customer journey, you quickly get a good picture of the current and desired role of eCommerce within the customer relationship. In essence, it concerns the following questions:
If you as a company have really done well in the field of eCommerce, you guide the visitors of your website from the first phase to subsequent phases of the customer relationship and then have them come back every time for new purchases. That is why it is very important that the interplay between these phases is well thought out in advance when implementing an eCommerce platform. So it goes much further than just facilitating online purchases.
Finally, we share two important tips with which we believe wholesalers achieve the greatest profit points in practice: