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Omnichannel, Geolocation, and personalization: the future of e-commerce

For what concerns the concept of consumption in the broadest sense of the term, the fascination of these years is that nothing and no one stands still: there is always a continuous and constant revolution that will take the business world very far.

There are three key points that we will see protagonists in online business in recent years:

  • Omnichannel of supply and demand;
  • Geolocation of supply and demand;
  • Personalization of the offer through automation processes.

Until a few years ago, we spoke of business as something strictly inherent to the world of economics and finance, today the market has completely changed: it has undergone a notable evolution.

The role of the seller has radically changed, as he no longer represents an “omnipotent” figure in the eyes of the consumer. T Price is the amount of money required for a product or service. In a broad sense, the price is the sum of all perfect concerning his desire to be satisfied.

The reason? The consumer is informed and uses all the means at his disposal, but above all – an even more important concept – he does so wherever he is, and this immediately gives rise to a reflection:

Today’s vision of the market is omnichannel, not even multichannel anymore, and this means that the way of doing business has become too.

The offer has changed; it no longer boldly presents itself as before. There is no longer black or white, and the rule of scarcity – which for many years was the protagonist of the very skilled minds of marketing – no longer affects if it is not supported by valid information.

The Topic of this Post

  • 1 What does it mean that today’s market is omnichannel?
  • 2 Geolocation of supply and demand: how e-commerce can change

What does it mean that today’s market is omnichannel?

It’s much simpler than you think; it’s nothing particularly science fiction or that you can’t observe yourself when interacting with the world of supply and demand.

The purpose? Make sure that we talk about the shopping experience and not just mere shopping. That’s has been a point on which many have focused in recent years, trying to create sites and e-commerce that could respond to a continuous need for immediate satisfaction of the need.

One example, Sephora – known brand Brand is an identification symbol, trademark, logo, name, word, and phrase that companies use to distinguish their product from others. A combination of cosmetics and perfumes. 

Every time you enter Sephora’s physical store, as well as from Kiko, at the end of your purchase, you are asked if you want to make a discount card valid for future purchases. Unfortunately, many give in to temptation and do it, thus leaving their mobile number.

The brand in question collects the data – therefore your phone number – and every two weeks more or less keeps in touch by sending you messages announcing upcoming discounts and promotions.

So far, nothing new, right? But, on the other hand, now everyone does it. But Sephora understood that he could dare, even more, so he managed to register the customer’s position through his dedicated App. As a result, every time the customer enters one of the brand’s stores, a message informs him about the products in the shop, even before he can ask any question about the order.

When the customer leaves the store, more or less three hours after the purchase, they receive personalized emails showing product tutorials and other specific information about the lipstick or cosmetic purchased.

The brand keeps in constant contact with the potential customer, using the multichannel and omnichannel perspectives of the shopping experience.

In this sense, we are talking about supply and demand that change their “home address,” altogether leaving the classic sales canons.

Geolocation of supply and demand: how the way of doing e-commerce can change

Many who have arrived at this point will undoubtedly dispute the Geolocation as it damages the consumer’s privacy.

On this point, I would like to point out that our online presence, from social platforms to our websites, makes us wholly deprived of privacy, and the beauty is that it was us who accepted this condition. Consequently, we might as well take advantage of the advantages that this state offers you.

Let’s see why with an example. 

You go into a shoe shop. Then, through the dedicated App you received two days before advancing a promotion on a particular pair of shoes.

Problem: you arrived late. That has already run out of all the shoes on promotion, and you wanted them. Exit the store, and immediately the system that has geolocated you through the App asks you if you have found what you were looking for in the brand’s physical store in question.

An automated chat opens, instructing you to click yes or no. Of course, you say no, because you didn’t find what you wanted. So the bot asks you what model of shoes you wanted and offers you examples of the famous promotional shoes you saw two days earlier.

You click on the model, and it immediately takes you to the site that sells them and tells you that there are still two models – the scarcity principle. And here is that the shopping experience is realized, among other things, by perfectly combining online and offline.

However, Geolocation can also work in reverse.

It may happen that on an online store, you do not find what you are looking for, perhaps because the product is in stock.

Geolocation could also be helpful in this case, as it could help you locate, perhaps 200 meters from your home, the store of the brand you are looking for and tell you if the pair of shoes you are looking for is there or not.

Exciting, isn’t it? Indeed, these are all processes that can only exist if they go hand in hand with automation, as well as with the concept of personalization.

At the base of every communication, there must always be a personalization of the communication between company and customer since it is this concept that determines the loyalty of the user.

Automating processes does not mean making them less human.

Now let’s enter a concept that I spoke of, among other things, recently, when I addressed the issue of customer care, and that is the importance of personalization in the interaction between company and customer or potential.

When we interact with the consumer, we must remember that the latter is not just a number that helps us increase turnover; it is, first of all, a person, and the way we treat him is what will guarantee us his trust.

Marketing automation is undoubtedly a welcome solution for those who do e-commerce. Multiple platforms help you manage all communication efficiently, as it is precisely Drip.

In the description on the home page of this platform, it is explained that only through the care and attention of the customer experience can excellent results be obtained.

The only way to always maintain optimal interaction with your user is to make him feel special and unique and solve a problem.

The future of e-commerce is undoubtedly positively marked by changes and evolutions, with which your company must relate to becoming competitive.

Lagging is not allowed, also because while you reflect on which solution to consider to improve your business, your competitor’s economic parlance, a competitor is a company in the same sector or a similar sector that offers a similar product or service. So it could be he has already put it in place before you.

Being part of this digital world means constantly updating and adopting new insurance systems and figures capable of changing – obviously improving – your internal management system, as well as your relationship with the outside world.

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