The categories of customers in e-commerce are accumulative: a buyer may be local, digital and international at the same time, even though each one of these facets show different behaviours.
Is there a circumstance in which a customer imposes the same behavioural trend in all categories and sales channels? Yes, and that good new one is… to be a parent! To stay attentive of raising children (and the finances) supposes that human beings move to a life of chaos where there is just one guide stone: is this in my interest for my role as a parent?
Continue reading “Meet Your Customers: The Parent Shopper” »
Those who work closely with the public are usually highly concerned about the image of the texts on their website and for their business, making sure that there are no spelling mistakes, that the best keywords for SEO have been included, and that the message is clear and concise… (you don’t worry about these things? Then we don’t know what you’re doing here; or rather, you should start to find out why these things are important).
We feel satisfied when we look at our content, catalogues and product information, like when we see the recently-tiled work on a facade, and whisper: “That’s real quality…!”
But… are you sure your content is really good quality? It may seem so, especially after so much effort. Turn around… although you won’t see anyone, some experts have leaned on your shoulder at some point and just decided if your content is good quality or not. They appear silently without any notice, and determine the destiny of the online positioning of your business.
Continue reading “How to Create Quality Content for Your Website (with Google Seal of Approval)” »
Online shopping has abolished any borders: you no longer have to sigh about Paris fashion if you live in a provincial village, or sighing for provincial artisan cheese if you live in Paris.
However, most users still prefer to buy in their national area, as for international shopping they expect high shipping costs, longer shipping times, difficulties in changes and returns, customs retentions, as well as the maintenance of prejudices against some countries.
Continue reading “Meet Your Clients: The International Shopper” »
Although this is a type of contemporary consumer, in fact the local customer is the oldest one of all. Traces of the old days still persist, when acquiring a product or service meant to rely on the recommendations of others, to inspect the business and merchandise in person, and to discover if the seller inspires or not some almost magical confidence.
Some time ago, Google replaced the local term with visit-in-person, referring to those users who make an online consultation with the intention of making a subsequent visit in person. Among the keywords to determine when a search is local, or visit-in-person, Google includes near me, gas stations, restaurant, cafeteria, bar, class (eg yoga), cinema / billboard, dentist, workshop or ATM. The SEO for this category of user must be considered, especially if your business depends more on physical visits than on final online sales.
Continue reading “Meet Your Clients: The Local Shopper (or Visit-In-Person)” »
In recent years, the use of electronic devices for buying products and services has skyrocketed, with an average of three devices per citizen. But that does not mean that all users use their smartphones, tablets, and computers efficiently or even confidently.
The smart shopper is the ideal customer type… but also a fussy one and pretty difficult to impress. These clients use all available channels and sources to gather the most valuable information before making a purchase.
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In July 1937, during her attempt to go round the world on-board the plane Electra, Amelia Earhart should have arrived to Howland Island from Lae, in the middle of the Pacific archipelago, but she didn’t make it. Electra had disappeared at some point over the ocean without leaving a trace, and among a spatter of islands, which practically no one could name, let alone point out on a map. Was it a technical error, an insufficient fuel level, or a navigational mistake between confusing radio directions?
Amelia Earhart never landed and we can only speculate without a solid foundation, but the disappearances that occur day-to-day in your online shop do have an obvious explanation. While planning on the internet, potential customers discover the sign of a business in the distance like the remarkable silhouette of a Hawaiian island. Then, if they decide to approach, the fog starts to surround them and they suddenly don’t find themselves in the place that they expected to go to. What happened? Where is the gain, the promised sale?
Continue reading “How to Design a Perfect Landing Page” »
I want this! I want this! I-WANT-THIS!
How many times did you shout out that as a child, while you were marking your favourite toys in the Christmas catalogue with a pen? Some brochure made up by a designer with so much love was then suddenly turned into a drawing and writing platform for young children. But the catalogue had fulfilled its purpose: to reach its target market and encourage a wish that Santa (pssst: the parents) would take care of for it to come true.
A very dangerous factor intervenes here, and it’s the number one enemy of any online business: nostalgia. If there’s somewhere we have to look towards, it’s the future, and not the past. Not even childhood bliss. But despite all the new tools and technologies that we talk about, paper catalogues are still appearing in letterboxes, on doormats and among piles of publicity at shop entrances. How is this possible? What is this waste all about during a time of needed ecological awareness? Did you make a good decision when you stopped printing your catalogues, or was it a very bad decision?
Continue reading “Does Your Business Need a Paper Catalogue? Printed and Digital Catalogues in Ecommerce” »
It’s Friday night. You’ve ordered Indian takeaway food, but you feel like having a beer and a bowl of (peeled) cashew nuts while you’re waiting, and you’re not sure if there are any of those left in the fridge or the cupboard. You’re very comfortable wrapped up in a blanket (although you’d like another one made of a more comfortable material) and you already had to get up before to phone the restaurant. You hit the cushions on the sofa: why can’t things come quickly to us when we want them on Friday nights?
After taking your frustration out against the cushions, you take a look around you: no, there’s no butler who appears after having been attracted by the commotion, and holding a tray with beer and nuts. Your only private butler is still on the table where you left it after insisting on buying yourself Tandoori chicken: your mobile phone. No cosmic cats, nor spooky artificial intelligences. The most similar thing to the future just now lights up and vibrates from time to time, inviting us to open videos of kittens.
And the thing is that smartphones haven’t actually caused any new and harmful behaviour among the population of users. Neither has ecommerce supposed any betrayal to the future of the human race when convincing it to consume more and more rapidly. The reason why the smartphone and ecommerce have merged so easily with our essence is that we were already capricious from the start. People like immediacy and to satisfy their impulses with a click: they like magic. If science (or technology) ends up being indistinguishable from magic, the best tricks will end up being used to the liking of the majority (or the majority with money and smartphones).
Continue reading “Trends of Cross-selling between Retail and Ecommerce for 2017” »
Let’s say out loud what some salesmen tell us just by their look: they hate the sound of the doorbell and when we go through the doorway to sniff around and ask to be attended, or simply to serve us at the till. We have seen this taken off in many sitcoms where the introverted shop assistant hates all the customers. Moving clichés aside, when you go into a franchise or a small shop, it’s not strange to come across whispering, lack of visual contact, open archives used as little places to hide, or a screen that the aforementioned never stops studying.
The arrival of e-commerce meant a huge advantage for those who didn’t want to sell in person, or to physically deal with customers. Naturally, gigantic chains and large shopping centres kept waging for all the opposite, and for a physical and labyrinthine experience in which customers can easily lose their bearings to find empty information points and unfocused staff in hidden stock rooms. So, why does the TV comic seller hate the business so much if it seems like a videogame?
Ideed, buying is an individual process for the customer and the seller that requires the community’s support from time to time. What do e-commerce customers have to lean back on when everything is made virtual and the shelves, products and shop assistants disappear?
Continue reading “How to Be a 5 Star Ecommerce Business: The Positive and Negative Influence of Reviews” »
In one of the episodes in AMC’s series “Halt and Catch Fire”, a father had forgotten to go to buy his daughter a Cabbage Patch Kid. The toy, which is a doll that managed to take over shops in the US, decade after decade, is famous for rapidly selling out, and our character in the series isn’t any luckier: the last Cabbage Patch Kid is displayed behind the shop window of a closed toy shop. So what does a desperate father decide to do? He smashes the glass window with a brick, so he can take the doll.
Needless to say, such reaction is illegal and over the top, but it’s nothing out of the ordinary. We have all experienced the stress of Christmas shopping on either side of the shop window, either as sellers or as customers. So, what is the moral of the Cabbage Patch Kids? Apart from using reminders so we never forget the most important gifts, you also have a responsibility to “smash the glass” from the other side of the window as a business. Make the public aware of your products before it’s too late and investigate their reactions and wish lists to find out which product will be most in demand to cause a shower of bricks (well, metaphorically, we hope).
Continue reading “How to Predict Which Are Your Best-Selling Products Over Christmas” »