6 Ways Multi-Store eCommerce Benefits Customers
Harness the Power of Multi-Store eCommerce to Build Strong Customer Relationships
This is one part of a four part series. Don't forget to check out how multi-store eCommerce benefits business management, marketers, and IT professionals.
Taking a multi-store approach to eCommerce allows companies to divide their offerings into niche shops designed to showcase individual products or brands. This creates greater visibility for each brand while improving the customer experience. A multi-store eCommerce solution provides a robust platform for enterprise-level businesses to reach out to specific groups of customers and close more deals through targeted marketing. The resulting business growth can be attributed to all the benefits that multi-store eCommerce offers on the customer end.
More Relevant Content
Large eCommerce websites with multiple departments can be difficult to navigate, and most customers aren’t there to browse. They know exactly what they want and would prefer to find the right product page as quickly as possible. When companies separate product categories into smaller, more targeted stores, customers can speed the shopping process by visiting a store that only sells the types of products they’re looking for.
Marketing is also more targeted with a multi-store setup. Instead of sending out generalized promotions to a wide range of customers, companies can direct their campaigns to specially selected groups within their audience. By observing which stores individuals from these groups shop at, what they tend to buy and how much they spend, it’s possible to create marketing messages that speak to the unique likes, dislikes and habits of distinct target segments. In a marketing landscape dominated by companies warring for market share, customers appreciate receiving relevant content rather than being overwhelmed by canned messages.
Easier Shopping Experience
Spreading products out across multiple stores can only make shopping easier for customers if all of those products can be collected in one cart. Checkout is one of the most common places in the sales funnel where companies lose customers, and this is often due to the fact that the process is too long or too complicated. Using multi-store eCommerce consolidates diverse product offerings into one central catalog that can be categorized, updated and managed from the administrator dashboard. This unified storage provides the back end support necessary for the single-cart model to work.
Being able to use one cart for all of the stores that a company operates makes mobile shopping much easier. The less information that needs to be entered into forms on a mobile device, the better. Allowing customers to save address and credit card information, shipping preferences and other pertinent data makes it possible to offer “one-click” checkouts that bypass forms altogether. Mobile shoppers can then place orders with the single tap of a button.
Multi-store eCommerce platforms seamlessly integrate with CRM systems to deliver a consistent stream of consumer data to a company’s sales, marketing and customer service departments. This provides up-to-date information for all existing accounts, including any problems or disputes that may arise. Returns, refunds and exchanges are easier to manage when a comprehensive picture of account activity is available. No account is ever neglected or skipped over due to data errors, missing information or poor communication between departments.
CRM integration provides an improved customer experience across marketing channels, giving individuals the option to contact companies through a main customer service line, via email or on social media. All communications can be associated with a customer’s account so that nothing is lost during transfers between departments. This convenience supports quick conflict resolution and boosts consumer confidence.
Integrating CRM into multi-store eCommerce delivers customer information to companies in such a way that it’s possible to track when new customers make their first orders, when existing customers re-order products that they bought in the past and which promotions drive conversions from specific target markets. Using this information, marketing departments can then reach out with personalized savings, shipping or pricing offers. Customers get the benefit of being rewarded for their purchases, and businesses enjoy increased ROI from marketing campaigns.
Entire stores may also be tailored to specific market segments. Companies can control product pricing in each store and create settings that allow only certain groups of customers to access these special prices. Whether used to offer an incentive for loyal customers to return or designed to attract B2B customers expecting a particular price point, this unique feature can increase sales from any target group.
Multi-store eCommerce may be used to create stores that are segmented to pinpoint specific regions rather than customer groups. Shops may be designed to cater to a distinct area of a company’s home country or to reach into the global market. With the ability to translate store content into local languages and display native currencies, businesses can easily bring their products to an international audience. Shipping costs and taxes are also calculated in the currency that shoppers are used to so that there’s no need to work with confusing exchange rates.
Regional stores create a personal connection between companies and international customers. Promotions can be catered to offer products associated with global holidays and other special occasions, showing sensitivity to local customs. Product descriptions include the proper colloquialisms to differentiate between countries and prevent miscommunications, and all pages are optimized for local keywords to ensure that relevancy is maintained.
Customers return to the companies that they feel most comfortable doing business with, and this comfort stems from a strong sense of trust. When consumers feel confident making repeat purchases, businesses get the reliable customer bases they need to support continued growth. Multi-store eCommerce offers companies the platform to create lasting brand loyalty and provides consumers with a core group of shops that they can rely for the products that they purchase the most.
Clarity Can Help
Clarity offers a variety of eCommerce solutions for enterprise-level businesses, including multi-store integration. Our tools allow you to create targeted stores that draw customers from around the globe, expand the reach of your brands and increase your ROI. Contact us today for a free quote on a fully customized eCommerce solution that will help you meet the unique goals of your business.