Cross Channel Ecommerce
More and more etailers are beginning to realise the potential of their websites to act as more than just an online store front. Gone are the days where an eCommerce webmaster can afford to do the internet equivalent of sitting behind the cash desk with a book, and letting the “punters” come in of their own accord. The internet provides, and now competition demands, that operating an eCommerce business, or the online arm of an established retail business is far more intensive and responsive than it used to be. Responsive selling, pro-active marketing and tracking of results has to be combined with a practice of ongoing modification of the shopping flow and experience to ensure maximum profitability from your eCommerce solution.
The new buzzword for this concept is Cross-Channel eCommerce. This phrase describes the way in which multichannel ecommerce no longer sits alone and must be fed by variety of marketing channels; internet real estate, PPC campaigns and SEO to ensure natural traffic from the search engines and also social media network usage to engage customers, inform them of new products and services and encourage word of mouth advertising. In addition the ecommerce website itself must be a strong and variable tool to drive sales at every turn, with tracking and testing abilities to make sure that any non conversion activities or trends are caught and the users who exhibit these traits can be funnelled back into a conversion path that suits their habits. Moving away from the site again, social media again comes in to make sure that existing customers feel appreciated, reviews must be posted and responded to, customer service queries can be utilised as marketing points. The site itself forms a great deal of this after-sales support in the form of on site reviews, customer comments and ratings. Blogging can be used to expand upon products, news and trends which begins the cycle again of raising interest in the ecommerce website. Possibly one of the greatest factors driving the unified attitude to these activities is the ability track all these efforts to increase the profitability of the site, to test, to make further changes and respond to trends that could see a jump in sales, or a slump if mishandled. More than anything else it is the need to assess and respond to results from the cross-channel platform as a holistic entity that has really solidified the view that it is a single system.
Advansys, and the Advansys Group of companies; SEO Junkies, PPC Junkies and Email Junkies have been creating Cross-Channel eCommerce solutions for over ten years and can give you the resources and training to be the spider that sits at the centre of that web of profit. Not only do our system handle the increasingly demanding levels of connection with social media and the automatic provision of key SEO elements within your own main selling channel but we can link them to external selling channels such as eBay, or Amazon to widen the benefit to your unified brand and single entity overview of your ecommerce system. Check out what we have to offer at advansys.com.
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