6 min. read
Your typical e-Commerce store contains a number of different types of orders, potential customers, and other information.
A CRM strategy is how you organize all of this data so it can be used effectively to drive sales.
In fact, when it comes to improving your small business chances of success, CRM or “Customer Relationship Management” should be at the top of the list.
If you’re confused by CRM and unsure how to implement this powerful tool, then you’ve come to the right place.
This article breaks down how you can develop a robust CRM strategy for your e-commerce store.
1. Have a strategic vision and goals
Prior to creating a CRM strategy, you want to go back to your business strategy and goals.
Define a clear vision of how you want your end results to be after implementing your CRM strategy. Doing so will set a clear purpose from the start.
Next, focus on how you can contribute to your business’ success. The most common CRM strategy goals include higher customer satisfaction, increased productivity and efficiency, and reducing customer churn rates.
Though having a CRM strategy does not mean your business will succeed, it will drive your business goals. It is thus vital to have a strategic vision and goals.
2. Go multi-channel
Thanks to advancements in technology, today, you find different options for e-commerce marketing and customer engagement. It will benefit your business to try your hand at different technologies and select the best tool to reach your customers.
The most popular channels used by marketers include email, SMS messaging, in-app advertising, Facebook ads, Instagram, push notifications, and so on.
You can integrate tools such as Hootsuite to push on-brand messaging to all your active social platforms at the same time. Also, tools such as Mailchimp are great for email marketing.
You need to have a smart and multilayered CRM strategy to reach your customers wherever they are present.
3. Use automation and personalization
One of the most significant benefits of automation is that you can personally reach out to each client and treat each as an individual. It ensures that no one is left out.
In fact, you should implement automation and personalization right from the initial sign-up. You can start by educating the user about your site. A new user should not be receiving the regular promotion messages that you send to other users.
Personalization is crucial in marketing. Statistics suggest that 80% of consumers are more likely to buy from you if you offer personalized experiences.
If you look at the major e-commerce platforms, they have one thing in common, i.e., a marketplace of additional plug-ins and apps that offer you automation help.
Here’s an example of a personalized special birthday email from Hawaiian Airlines.
This kind of targeted personalization engages the audience and drives sales. If you look at the statistics, 58% of all revenue can be credited to segmented, targeted, and personalized emails.
If you are using the right CRM software, you will be able to sort your audience by purchase history, demographic, interests, preferences, and so on.
Remember, marketing is not a one-size-fits-all approach. Each customer has different needs, preferences, and goals they want to achieve by using your product or services. Using automation and personalization can help you to fulfill this demand.
4. Organize loyalty programs
Loyalty programs have many benefits. It can noticeably improve the customer retention rate, increase customer lifetime value, build personal relationships and create brand advocates.
Plus, as per a study, customers who sign up for your brand’s loyalty program are 15% more likely to purchase from you.
Here’s an example of Sephora’s Beauty Insider rewards program.
The program has over 17 million members, and they make up nearly 80% of the brand’s yearly sales. The company lets users earn
Customers earn rewards for each item they buy based on a point system. Their program works very well as they allow members to choose how to use their reward points. Members can redeem their points for discounts and gift cards.
Though Sephora products are costly, the members can still afford the products by redeeming the points. The points from the loyalty program help to counterbalance purchase prices without cheapening product value.
Some of the best practices to incorporate in your loyalty program include:
- Offering paid upgrades to an improved tier of your program
- Allowing target customers to engage with your loyalty program via chatbots, AI, VR, and smart devices
- Refraining from gathering personal information, such as an address
- Not requiring members to download an app to join the program
- And not requiring them to own a physical card.
5. Make your e-commerce store ADA-compliant
Since almost everyone uses the internet in some way or the other, it has become crucial that you design a website that is easy to navigate, especially keeping the disabled in mind.
In the US alone, nearly 13% of the citizens have a disability, making it a necessity to design an ADA-compliant e-commerce website.
Besides, e-commerce sites that meet ADA requirements will get an organic boost to your SEO rankings.
Consider using text-to-screen technology, allow users to enlarge the text, and have a separate profile for people with disabilities.
That’s a Wrap!
CRM solution is a must-have for any online business that aims at increasing sales and customer loyalty through smart contact management. When you consider CRM, remember to consider its importance in a bigger picture of your e-commerce strategy.
It is about adding value to your business processes as a way to improve the market position and increase productivity. The single most important step in taking full advantage of CRM is integrating it with the other corporate systems such as order delivery system, accounting, and inventory management system, order number generation system, etc.
In addition, follow the tips and techniques mentioned in the article to create a winning e-commerce strategy.