A key part of a professional web-shop design is a striking design, supported by a strong brand language.
In addition to intuitive navigation it is important to have a simple ordering process, a support forum as well as search-engine-friendly tools and interfaces to key customer and product data. Therefore, omnichannel and modularity are a must, if you want to offer customers a consistent shopping experience at any time and any place.
It is well-known that different channels have their own specific properties (single-sided, multi-faceted or direct). It is also known that interested parties, such as customers, prefer certain channels, or they can spontaneously change channels based on the situation - especially the always-on clientele. What is often overlooked is that each channel satisfies some typical basic functions: it can inform, assert, or inspire with emotions. And whoever observes his customer behavior will detect customer groups who prefer either rational or emotional content.
Basically, the attempt should be made to pick up customers wherever they are at a certain point in time.
This means to use channels and modularity for B2B and B2C trade more frequently to attract customers and to achieve high conversion rates. Dealers should offer their clientele diverse contact channels. Those who understand their customers recognize their needs and specifically communicate based on these needs. The needs, the expectations, the environment and the language of the customer are analyzed and adjusted accordingly.
Closed-Loop-Selling - the cycle from the manufacturer to the end customer and back - enables the highest personalized customer communication. Nevertheless, store information is currently still mostly written according to the old catalog principle with high redundancy. The crux: The more information the shop offers, the more content is irrelevant to the individual customer.
The solution: target group modules
Product information is composed in online shops, based on text and image elements, comparable to the industrial mass customization. The content is geared to the needs and preferences of the demand of specific customer target groups.
How to get there: customer translation
Define your customers based on their typical behavior, their style of speech etc. and develop specific customer prototypes/clusters using the four basic types of corporate life: the rationalists, the conservatives, the intuitive, and the emotional. Existing content is then classified according to the four defined basic functions of speech: information, assertion, experience and contact functions. Ideally, a specific text version is created for each relevant type of customer. Often the mere exchange of an adjective is enough to make a product description seem more rational, conservative, intuitive or emotional.
The result: positive customer feedback
The customer, regardless of type, feels like speaking the same language and being understood - since words are touch points.With cross-channel campaigns, the customer decides at which point he joins the campaign, at which time, and through which channel. Unconsciously he may prefer more rational and conservative, or more emotional text and image modules. For example, if he books a short vacation on a mobile website, he might sends the confirmation via a Twitter tweet and there he makes use of a link to a website for more detailed information. The shop owner gets feedback to the following questions: Which modules has the customer clicked on the website - the rational or the emotional ones? Which word choice does the customer prefer on Twitter? Did he use conservative or progressive language? Which of the offered links did he use?
Omnichannel campaigns are derived from cross-channel campaigns. In this case, the same message is spread across multiple channels and the preferred one is selected by the customer. In this process, it is increasingly important to supply typological “food” to be able to measure and learn what matches the customers "tastes" best.
Therefore, in order to achieve an effective customer communication based on typological customer behavior, the purchasing process of the customers has to be analyzed and categorized. This has to be done all the way from product development to sales information, followed by buying experience, and ending with after-sales activities. Here too, the typological "translation" of text modules for customer-oriented dialogues has shown to be very effective.