How to Take Your Ecommerce Site from Player to Leader in 2020

Business-Strategy

Episerver Ecommerce

Gustavo Villacres

Aug 24, 2020

2020 has made the advantages of ecommerce over traditional retail more apparent than ever. Being able to provide a personalized experience for your customers is a top differentiator. However, If you don’t do it well, someone else surely will.

Episerver B2B Commerce helps you to create a customer-centric experience — as opposed to a company-centric experience.

Evolved ecommerce companies focus on giving customers a fully customized experience including dynamic, personalized content and product recommendations based on browsing/purchasing history (among other factors). Over 80% of consumers appreciate when brands provide a unique experience for them. And this more personal, human experience improves the checkout process, leading to higher conversion rates.

These connected experiences lead to pipeline acceleration by delivering the right information at the right time while gradually building a relationship with individuals and organizations that sends the message that they are not just another customer — you are paying attention to their specific needs. In B2B sales and marketing, these are the types of experiences that build trust and are critical for a long-term vendor-client relationship.

Some aspects that you can analyze to segment your customers and customize their journeys are:

Browsing history
Previous purchases
Wish lists
Demographics (age, gender, etc.)
Psychographics (interests, habits, etc.)

Based on this information you can provide:

Personalized promotions
Adaptive shipping rules
Up-selling
Cross-selling
Other recommendations

Episerver B2B Commerce includes an advanced engine that facilitates the creation and management of simple or complex promotional incentives that can be applied to customer orders. These personalized promotions can be applied automatically to customer orders or triggered by a promo code entered during the checkout process. Promotions and incentives play a big role in keeping your existing customers coming back.

Key aspects when setting up a promotion:

Promotion Rules

Promotion Rules define a set of criteria that a customer order must meet to be eligible for the promotional incentive. These rules can be simple or combine promotion rules using and/or statements to create a series of complex conditions, such as applying the promotion if the customer order contains a specific product, the order total is over a specific amount, etc. They also can be limited to specific customers or a maximum number of uses.

Promotion Results

Promotion Results are the actions or incentives applied to a customer order if it meets the promotion rules. Generally, promotion results consist of actions/events like free or discounted products or shipping. However, discounts also can be given at the order level (such as dollar amount or percentage off the order total).

Some promotions examples are: