Understanding your customer is an important part of eCommerce success. In tailoring your sales approach, however, there has to be a balance. You should be flexible enough to accommodate the variety of shoppers that will come across your webshop; you want to attract as many customers as possible. You should also be strict enough in coming up with your content design and messaging. A surefire way to fail is to try and please everybody. Take an honest look at what who your audience is, both existing and potential, and create your content and sales strategy accordingly.
As an eCommerce solution provider for Microsoft Dynamics™ NAV, we look not only to our clients for inspiration but their end customers. We want to build solutions that work for both. In this article, we’re going to focus on the Bargain Hunter.
This kind of shopper cares about scoring the best deal, getting the most bang for their buck. They have time on their hands and places getting more value above all else. Sales are what they wait for, coupons are alluring tidbits, and they always look for ways to save. How can we cater to this particular behaviour in your eCommerce website?
Shine the Spotlight on Sales
You already know they’re looking for sales so make it easy for them to find. Put promotions and discounts front and center on your website. Highlight it on every relevant page to make sure they see it. Refresh the look of your webshop to reflect the ongoing sale. If your customers are subscribed to your email newsletter, let them know in advance about your upcoming sales and give them enough time to plan. If they aren’t subscribed, get them to sign up by offering discounts, freebies, exclusive promotions, and other goodies.
Coupons are another way to attract the Bargain Hunter. In Nav-to-Net™, there are 4 types of coupons: Buy X Get Y free, Percentage Off, Dollar Amount Off, and Free Shipping. Customize any of these coupons to create an intriguing blend that your customers will want to use. The successful use of coupons depends a lot on efficient management of inventory, pricing, and the actual use of the coupon codes. There must be smooth follow through and 100% success rate. A coupon that cannot be redeemed does harm to your business. Nav-to-Net™ offers superior coupon management all within NAV so it’s perfectly integrated with your existing systems.
Presenting the Right Offerings to the Right Customers
Personalized recommendations are also a way to appeal to the bargain hunter. Customers are more likely to be receptive of these offerings if they’re tailored to their wants and needs. There is less time wasted in sifting through an extensive product catalogue. This is especially effective when paired with an ongoing sale. With Nav-to-Net™, sales representatives can select products in NAV to show customers upon log-in.
Product Comparison Enhances Shopping Experience
Bargain hunter shoppers are looking for the most value. Comprehensive item descriptions and high quality images help them visualize and make informed decisions. When you have lots of products with subtle differences, a product comparison tool will make it easy for the bargain hunter to sift through the details and come away with the best deal for them. They can compare all the features each product offers in one place which makes the buying decision easier for them.
This is a standard feature of Nav-to-Net™ that is available in all our webshop licensing packages. Simply managed in NAV, it has huge potential in optimizing your customers’ shopping experience.
Price and Availability Alerts
In line with obtaining the best value, bargain hunters will lie in wait for a product to go on sale before making their move. In order to do this, they will frequently revisit your site to check up on items, but not buying anything unless it’s at a price they’re comfortable with. An easier way to deal with this customer behaviour is to use price and availability alerts. Customers can request notification if the price or availability of an item changes, allowing them to act quickly. These alert requests can be collected and transferred to NAV with a solution like Nav-to-Net™. A feature like this helps keep your product top of mind for the customer.
See video on price and availability alerts in Nav-to-Net™
Bargain hunters, because of what they’re after, don’t mind jumping through a few hoops if it will benefit them in the long run. So while extraneous to some other customers, these webshop features actually enhance the shopping experience and gets them closer to what they want.
We know you don’t like to jump through any hoops though. A comprehensive eCommerce solution integrated with your ERP system will do much of the work for you. Experience simple and efficient webshop management with Nav-to-Net™.
Request a Demo today or contact us with any of your questions.
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