Business and Marketing Trends in Ecommerce in the Electronics Sector
The digital installment payment company belonging to the wizink bank, has prepared a report that includes the main business trends and the keys that can be strategic in the marketing of the electronics sector, which can also be extrapolated to others e-commerce fields.
Covid-19 has brought with it a profound transformation in the forms of consumption, with a direct impact on e-commerce. In fact, 2020 has been the year in which a vast majority of the population, regardless of their age, bought on a regular basis through the internet. In this regard, it is estimated that, in spain alone, just over 79% of active network users, between 16 and 64 years old, purchased a product online each month.
However, this increase in demand for e-commerce has not been the same in all sectors or in all age segments. Precisely, one of those that have benefited from the new uses and operational needs of consumers during the confinement has been that of electronic products, which has risen to the third position among the categories that register the most sales online. Its sales have exceeded 419 billion euros, with a growth of 18% compared to the previous year.
There is also the circumstance that consumers located in the age group between 35 and 44 years have been the ones who, for the most part, have resorted to this sector, revealing itself as the age segment with the highest purchase fidelity rates and frequency. of visits to the most popular electronic portals.
In order for e-commerce specialized in electronics to maximize traffic on their platforms and increase their sales, APLAZAME collects a series of recommendations that may be useful in planning their strategies, apart from being able to be used in other specialized sectors. of digital commerce.
Adapt to the new consumer profile
When developing different business and marketing strategies in the electronics sector, it is important to adjust to the characteristics of the new consumer of this type of product and that, due to the pandemic, is more sensitive to price and savings; they always prefer the online channel to the physical store, also opting for the mobile phone as a tool to make the purchase; they invest in more basic technology products; and they are more critical when it comes to finding out and comparing the different options offered by the market.
Focus efforts on regular customers
The conversion rate in recurring e-commerce users is 200% higher than that of new customers. In this way, it seems more coherent to reinforce strategies aimed at the regular customer base than to focus efforts on attracting new buyers. For this, it is important to opt for a deep analysis of the profile of regular users that allows us to offer personalized options to each group, or that serves to motivate them to buy products that complete the experience they already have acquired with the purchase of previous items.
Take care of after-sales aspects
As important as closing a sale is offering a quality service in the after-sales phase. For this, it is important to reinforce customer service with chatbots that offer answers to their queries 24 hours a day and 7 days a week; guarantee a good shipping and returns service, and know the degree of customer satisfaction through mailing surveys. These are actions that can help increase recurrence in e-commerce.
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Fight for SEO traffic
One of the most relevant ways to attract customers to web portals is to increase traffic through SEO, especially if it is retail stores and with a moderate market niche. In these cases, it might be more interesting to include generic keywords in product descriptions instead of brand-specific words. Some studies show that the conversion rate with generic terms increases up to 50% than with brand words.
Optimize the omnichannel experience
Using the same strategy to sell on the different channels is the best way to attract users and, at the same time, it is what is allowing businesses to adapt to current consumption changes. The use of Artificial Intelligence resources to increase interest and interaction with the customer through all available channels is the path that has the most points today to become the normality of marketing in general. In this sense, some important actions to develop are the integration of the physical and online store; attend to "Mobile Commerce" as a priority, or facilitate and speed up searches through voice commands.
Reduce checkout steps
The final phase of the purchasing process is the most sensitive, especially in the electronics sector where products have a higher price. For this reason, and for the shopping experience to be satisfactory, it is necessary to reduce as much as possible the number of clicks that the customer has to make from when he sends the product to the cart until he enters the payment information. Most e-commerce have a checkout that includes between one and three steps. However, it is the one-step ones that have the highest conversion rate. Likewise, it is convenient not only to reduce user clicks, but also to limit the fields that must be filled in to those strictly necessary, while the explanations for completing the forms are as clear as possible.
Offer flexible financing payment methods
The current situation has led customers to demand more and more frequently the possibility of being able to buy their products and pay for them comfortably. In the electronics sector, whose average ticket is higher than in other categories, it is especially relevant to offer consumers the possibility of financing their purchases. This reduces the friction of the checkout and increases the conversion rate and the average e-commerce ticket. A flexible, transparent financing, and adjusted to the needs of each user, allows them to acquire the products without suffering significant drops in their liquidity.
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