In part two of “The Ecommerce Customer Lifecycle,” Ross and I discussed "conversion" – ways in which we can help our clients get visitors to their ecommerce stores to purchase products and services. In particular, we looked at how user experience, design, branding and content all play a key role in this process.
In our third episode, we turn our attention to the often overlooked topic of fulfillment. Whilst on first glance you might think that it's a simple case of putting a product in a box and adding a postage label, there are plenty of other factors to consider – many of which will help your clients showcase themselves and their brand values.
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Topics Covered on Fulfillment:
- How helping clients streamline their fulfillment processes will help you build a long-standing business relationship;
- How a well-considered fulfillment process will positively impact your client's business;
- Ross’s four key stages of fulfillment mapping with new clients;
- Assessing processes to find out where technology can have a positive impact on a company's efficiencies;
- Cloud-based customer support services that integrate seamlessly into Shopify;
- How email notifications play a key role in extending a brand during the fulfillment process;
- Ways in which packaging can add value to your client's brand;
- Managing returns in a positive way.
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- In Part I of “The Ecommerce Customer Lifecycle,” Ross and I focused our attention on the “acquisition” phase and asked the question: “How can we get potential customers to visit our sites?” Tactics discussed included social media, paid advertising, influencer marketing, among others.
- In Part II, we moved on to discuss “conversion” which focuses on getting the visitors of your website to actually purchase products. This step is where user experience, design, branding, content and your on-site strategy are crucial.
- In Part III, we turned our attention to the often overlooked topic of fulfillment. Whilst on first glance you might think that it's a simple case of putting a product in a box and adding a postage label, there are plenty of other factors to consider — many of which will help your clients showcase themselves and their brand values.
- In Part IV, we focused on retention. This includes ways to get customers to keep coming back and purchasing products. Having long-term relationships with customers who have already purchased from you can be highly profitable as your "cost per acquisition" reduces.
- In Part V, we discussed all things measurement and asked how to use analytics and data to ensure that all ecommerce customer lifecycle activities are profitable.