Create an eCommerce community with preferred prescribers

30/10/2019

Angela de la Vieja

In the maelstrom that is online sales and shopping, the role of users as brand influencers has increased exponentially. Thanks to a current that flows against massification, a new way of buying online has been introduced, which involves the individualisation of the shopping experience and word-of-mouth recommendations.

User-generated content is already an essential pillar for recruitment and loyalty strategies. This is where what we call preferred prescribers emerge from. These are users that are already loyal to the brand and create trends within the store, causing the pull effect to harvest much more after being initiated.

The preferred prescriber is the figure that will encourage the rest to purchase. It’s important not to confuse them with the influencers that brands use to carry out specific campaigns and concrete actions, whether for pricing or any other advertising purpose. In this case, the preferred prescriber serves as a reference point for the community, only because of their connection with the store or brand and not for external reasons. The key is for the prescriber themselves to have that special feeling for the store. That will create the foundation that, in turn, will allow you to arrange many concrete actions together on many different occasions.

The goal is to create an eCommerce community through the activity of these prescribers and each individual user on their own that is sufficiently mature as to sustain sales and attract new customers. What advantages come with this new paradigm?

The maintenance of the community almost exclusively on its own.
The creation of a parallel sales force that moves among the buyers themselves.
The generation of brand awareness beyond the target audience.

What resources can be used to highlight the activity of prescribers?

The greatest power of eCommerce prescribers is to attract potential clients that are using the exact same tools and channels that they are. For this, the content is key.

To give voice to and amplify the activity of these prescribers, you have the possibility of using different resources and types of content, such as:

Face-to-Face Content: Product presentations, workshops, awards… Any type of event that can be organised to encourage prescribers will amplify the message to the rest of the community.
Participation in Forums: On many occasions, the preferred prescribers are the same profiles that are much more active in online forums and portals. Specially highlighting them and recognising their work will make them feel even closer to the philosophy of the brand.
Social Networks: Linking the profiles of prescribers with that of the brand will give them the same relevance as in a forum. Pointing out the outstanding eCommerce fans in each social network based on their interactions with the content is a good place to start. Social networks like Facebook already allow you to award those users who interact most with the content shared on the store’s page.
Reviews and Advice: Offering a real assessment of the products, the shopping experiences, and customer service will get you many more points than a simple positive acknowledgement. Honesty is becoming more highly valued in online shopping, which is why it should not frighten you if the preferred prescribers also point out areas that could be improved. This will increase the trust that the rest of the community has in your eCommerce business because they will know beforehand what to expect in each phase of the buying process. It will allow the brand to improve those critical points as well.

11/11/2022

Consumer behavior: How can behavior tracking be effective for setting the right pricing strategies?

Behavior tracking is becoming massively popular today. As a result, pricing strategies born from studying consumer behavior are a merchant's dream come true. If done right, it can conquer every market for the business quickly. With abundant data available, the strategic makeover of the pricing models is becoming easy for companies.

What is behavioral tracking, and how is the data beneficial in pricing?

For a quick understanding, behavioral tracking refers to gaining in-depth knowledge and insights into consumers through their web data. Their browsing habits, spontaneous decisions, shopping interests, and preferences come under behavioral tracking.

How can enterprises use customer behavior data?

Companies can use customer behavior data as a tool to strengthen their hold on the market. A customer’s preferences, values, and tendencies allow businesses to work in sync with them through the collected data. Apart from this, customer behavior can also aid in:

Tailoring customer needs for customer retention

Personalization is becoming the heart of a company’s growth. No matter in which area an enterprise is functioning, tailoring the services, products, and solutions is becoming increasingly crucial. Uniqueness and personalization attract the crowd like no other.

Increasing the overall value

One of the best ways customer behavior data affects a business is by upgrading the value of customers for the business. The customer’s characteristics allow the company to target the people that match the business prospects well.

Optimizing every type of content

Everything that is up for digital display requires content. You must have seen companies unveiling their products or services through advertisements and making the initial public appearance. Two essential sales strategies – upselling and cross-selling comes through content optimization.

Pricing Strategy

Last but certainly not least is the influence of customer behavior data on the pricing strategy. The pricing strategy essentially constitutes content derived from data analysis. Companies need to have a dynamic approach to the pricing system to attract the right customers.

17/02/2015

Saint Valentine’s Day, always a good opportunity

V-Day is looming, a long-awaited date for all and also a good occasion for the eCommerce. According the study conducted by Prosper Insights and Analytics, it is forecasted the average consumer expense that day will be the highest in last years. Furthermore, 25% of them will buy online, which means an increase of 4% regarding 2014 (The US department of Commerce). This is, therefore, a key date where market competitiveness increase and which could be assumed as a big opportunity for our business or, a big fail if we do not adopt the correct strategies.

How to turn this event into an opportunity? To achieve this goal, we need to adapt our prices to this hostile environment, i.e. we need to develop an appropriate Dynamic Pricing strategy that allows us to adapt our prices to the variations produced in supply and demand and to position us ahead of our competitors. In V-Day, the frequency in changes will be higher, carrying it out each hour or even each minute. It is estimated that 65% of leader retailers have the ability to respond quickly at these variations, such Amazon. For this reason, it acquires great importance the correct use of a software specialised in price motorisation of competitors. Do not miss the time and adapt your business to new adversities.

28/12/2022

Which are the best footwear marketplaces to sell on?

Footwear marketplaces are booming. The last decade has seen the launch of new specialized marketplaces with millions of different users. Among them are Spartoo, Sarenza and Farfetch, portals with international reach. Their main value is that they unite hundreds of footwear brands, as well as offering clothes and accessories. Although each has its own characteristics, they are all vertical marketplaces, i.e., they focus on a specific area, and their sales categories are interrelated. For sellers, these portals provide an opportunity to expand sales channels and drive the globalization of their e-commerce business. We explain how to sell on these footwear marketplaces so that you can assess whether they align with your plans for the future and then start defining a possible pricing strategy.