Customer Centric Marketing:
3 Tips to Help Battle Amazon
On July 19th Amazon launched its new foray into discovery driven commerce to further progress its customer centric marketing strategy. Amazon Spark is the retailer’s branded social commerce platform that acts as a destination where Amazon Prime members can discover new products through inspirational user-generated content and visual stories posted by the Prime community, influencers and publishers. Beyond being a platform for discovering new products, Amazon Spark is meant to be a customer operated recommendation engine and a new form of user reviews.
The official launch of Amazon’s social commerce platform comes as shoppable content increases in popularity thanks to platforms like Facebook, Instagram and Pinterest incorporating shoppable product tags in photos posted to the social channels.
While social commerce isn’t new technology, Amazon is the first major retailer to use it on its own storefront— as opposed to relying on outside sources. This strategy marks the beginning of true customer centric marketing for eCommerce brands.
What is Customer Centric Marketing?
A recent study from Smart Insight shows an average eCommerce conversion rate of 1.9 percent across all devices. This staggering statistic highlights a huge pitfall in the strategy of most online retailers.
Many marketers believe that a customer centric marketing approach means convincing consumers to become customers and loyal advocates through the optimization of tactics to drive sales. However, this methodology still places the product before the customer experience— which has a detrimental effect on success.
Having a customer centric marketing strategy entails measuring the constant back and forth of consumers interactions with a brand and using the information to shape the customer experience, products and overall marketing. It’s a new form of marketing that puts the customer before the product to provide an exemplary customer experience and assistance your customers need.
3 Must Have Tools for Customer First Digital Shopping Experiences
Upselling with Predictive Product Recommendations:
Predictive product recommendations allow retailers to recommend products based on a clicks, demographic information, customer journey metrics, and behavioral data— all adapting in real-time. This real-time personalization places the customer at the center of the eCommerce strategy— as opposed to promoting the newest, more expensive merchandise.
Discovery Commerce Activates Optimum Customer Experience:
Discovery commerce is a new form of digital shopping that connects marketing and commerce. Rather than just shopping online with an intent to purchase, consumers are discovering new products the like or find interesting. It allows brands to excite consumers about products they didn’t even know they wanted through rich visual content and storytelling.
Discovery becomes increasingly important as mobile commerce (mCommerce) sales continue to rise. The rise in consumption of social media content on smartphone devices has resulted in a shift in consumers mindset. It’s now more important than ever that a customer’s eCommerce experience mirrors their experience on other apps and social platforms.
Visual Reviews with User-Generated Content:
It’s a known fact that consumers are more likely to purchase an item if it was recommended by another person. Retailers using UGC, such as reviews and product images, in marketing campaigns and on their eCommerce storefronts have a 29% higher conversion rate than retailers that don’t. The use of imagery submitted by customers as a form of user reviews provide consumers with a visually rich endorsement for products they love and recommend.
Amazon is the first brand to embrace a true customer centric marketing strategy using the above tools. Brands and retailers must now embrace this new form of digital shopping in order to differentiate themselves from the retail titan.
What customer centric tactics are you using in your marketing efforts?