An announcement came from Facebook that it is testing a “Buy” button for aligning the eCommerce experience for its users. It allows the users to click on the “buy” button on an ad or post that is similar to share or like a button. This enables users to purchase directly from the Facebook.
This feature of click-to-buy symbolizes a step for integrating social media channel and commerce. Retailers operating their online stores need to think beyond the handiness of a feature and focus on those issues that can simplify the eCommerce operations. Retailers can focus on capitalizing the social and mobile behaviors, get the customer insight and use the predictive analysis for getting more accurate information regarding the customer behavior.
Easy and quick decision
The rise of social and mobile eCommerce has totally changed the current scenario of retail vertical. Customers can make their purchasing decision more efficiently and effectively for any product at any time. Customers can use their smartphones while in the stores to scan QR codes to find and compare prices on the spot. They, further, can make a decision whether to buy products or to move to any other store. Their purchasing decision is also assisted by the product reviews given by the product users.
Retailers need to keep themselves updated with the latest developments in the retail vertical by accepting social reviews, supporting their products with customer reviews, and ensuring that the products are priced and promoted in such a way that it appears to be the most viable option for customers.
Customizing the products
Customizing is the best way to market your products. With the increased usage of interactive technologies, retailers can fetch the first hand information regarding what customers like. Customizing the products and interacting with customers create a sense of loyalty. With this retailer can adapt their products with the changing requirements.
Customer information and experience
With the increased customer touch points in the current retail vertical, these points generate various types of information. This information can be regarding the frequency of purchases, types of product purchased, customers’ preferences, customers’ profiles and the average amount spent on each purchase. By aggregating the information, retailers can identify the pattern in it and accordingly design an appropriate marketing strategy or a different product concept.
This information also reveals the points where the company is lacking and the customers are falling out of their shopping funnel. This type of arrangement offers a chance to analyze every interaction and content, and to implement the necessary changes.
