The world is constantly evolving, and with the digital revolution, it has accelerated at a dizzying rate. Buying habits also change, and the demands of users are increasing when buying products online. There are formulas to give the user what they really need, so today we give you some keys to get the most out of Big Data in your online store or e-commerce and increase the chances of converting your users into sales.
Some data shows that companies that use predictive analytics increase their sales by 73% than those that have never done so. Furthermore, 65% of customers are completely frustrated and upset when inconsistent offers are sent through different channels.
In electronic commerce, we must know our clients as much as possible to provide them with the most personalized experience possible, that is why we must store any fragment of data that can help us define our client.
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Take Advantage Of Your E-Commerce With Big Data Marketing.
Save all the possible data of each user in an orderly manner. If you want to convert, it is clear that the best thing is to know your customers and adapt to their needs—the more personalized the actions, the more conversion opportunities you have. The objective of using Big Data Marketing in your eCommerce is to be one step ahead of users or customers.
Keep in mind that creating the Customer Journey will also allow you to understand your customer, something essential to boost and maintain your sales.
Have you entered a store and abandoned the shopping cart? Or have you made a query and then received an email with other recommendations based on your search? This is how email retargeting works; eCommerce uses your data to offer you products and services adapted to you.
Dynamization Of Prices
Many airlines or discount pages use this option; it is simply based on the navigation data and the time spent on the page. If you are looking for a flight and tomorrow you look for it again, and it is most likely that it will be more expensive, however, if you search from another user or IP, you will see the same price as the first search.
What do they use this technique for? To generate urgency in the purchase. If you think that tomorrow the price will be higher, it is clear that you are going to buy now.
An example is Letbonus; they take advantage of their eCommerce with Big Data Marketing, how? They offer you a super discount on its price, but you have to make the purchase in the next 10 minutes. In this case, the page saves your data, and if you enter in an hour, that option will no longer appear. It is a way to generate immediacy in the purchase decision; It has happened to me, and you see me like crazy looking for the card to take advantage of the best price.
It is not the same to serve a customer without knowing who he is and where he has browsed the web than to know that the customer has entered three times, has seen eight products, has compared 3 of them, closed and returned the next day and at Finally, he asks for your help. Having this history, it will be easier for you to help him or make a recommendation of the products of his interest. In addition, the client will generate more security, trust, and the treatment will be much closer.
Big Data helps you to keep in an orderly way the important data of the users of the virtual store, in addition to helping you make business decisions based on products, customers, sales, income, etc. If you know that a product is the one that sells the most in the first week of summer, then each year you can have a stock to supply buyers as quickly as possible.
On the contrary, if you analyze the data and realize that there is a product that people visit, but that has little or no sale, then you can determine that it is a product that you should not have in stock or that you will have to launch an offer of clearance to get rid of it.
It can also help you define what type of product a certain target is looking for or buying or which campaigns you should carry out at each time of the year.
Better Control In The Production Or Storage Chain
As I mentioned in the previous section, Big Data allows you to obtain data to know what users buy, in this case, it will help you to have a stock based on the needs of customers and real sales at all times or for each type of client.
Customization Of The Online Store
With the customer data, you can get to know each step that they perform within the store, and this can be used to make recommendations for the same products from other brands and prices, or recommend products that complement the purchase.
For example, if a customer adds a necklace to the cart, you can suggest the matching earrings, scarf, bracelet or glasses, you will see that he likes one and he will buy you more products than you imagined. With this option, the average value of the shopping cart will increase.
You can also modify the store in real-time based on user behaviour. In this way, you will be able to define rules of the type: if a user adds a product to the cart and you don’t have their email, launch a pop-up to capture it (remember that the more data you have about the user, the more sales opportunities), or if a user has visited a product more than three times in the last month but has not yet purchased it, you can show him a coupon for 10% discount if the user feels special the probabilities of purchase increase.
Your Competitors’ Data
The data of your competitors is also relevant for your eCommerce. A real-time view of the data allows you to change prices and products instantly. Thus, you prevent potential customers from buying a cheaper product from the competition.
To do this analysis, you have tools.
E-Commerce Success Stories Using Big Data
Some success stories of companies that use Big Data Marketing in eCommerce and where you can follow their steps to capture ideas to put them into practice in your online store are:
The Alibaba giant has shown that with the proper use of data, you can get any product anywhere in the world. In this platform, the seller and the buyer may never have contact beyond the purchase, even so, transactions of billions of euros are carried out.
eBay is the largest online marketplace in the world where you can buy anything. The spectacular thing about this platform is that it offers you a personalized experience; sends you promotions based on your data, makes suggestions based on your page navigation, etc.
Groupon relies on information from customers and suppliers to make daily transactions, taking into account the user’s interests, searches, browsing history, purchases made, their location, etc. The platform sends you emails with personalized offers at incredible prices that you will hardly resist.
On the Internet you can find a large number of examples of the use of Big Data that Amazon has done, this is because it is probably the model example of implementation of strategies for the use of electronic commerce data, not in vain it is one of the biggest portals transactional in the world. They work with predictive analysis of the data in areas such as the personalization of each interaction, in the value instead of the price, the prediction of trends and work on improving the customer experience.
CVS is the second-largest chain of pharmacies in the United States through data analysis found that a third of consumers stop taking the prescribed medicine after one month and that 50% stop after a year. What did you do? The company started an automated message, phone call and email program to remind people to buy their medications again. They also added a special alert to customer profiles that allow pharmacists to talk to their own customers about taking their medicines.
Whether you already have an eCommerce or if you are thinking of setting up one, you must take Big Data into account to ensure the success of your online store. Think about what data is necessary and how you can organize it to get the most out of it.
If you have any strategy that you have implemented or that you would like to put into practice, share it with us by leaving a comment on the post! What can you think of to boost your eCommerce with Big Data Marketing?
Also Read : 12 Marketing Tips For E-Commerce