Date
22 January 2017
E-tailing platforms allow companies to collect valuable sales data and devise marketing campaigns. Photo: YouTube / Deutsche Post DHL Group
E-tailing platforms allow companies to collect valuable sales data and devise marketing campaigns. Photo: YouTube / Deutsche Post DHL Group

How e-tailing technology enhances customer relationship

Companies across the globe are embracing internet as a sales channel not just because they are popular with shoppers and often cheaper to run compared to brick-and-mortar setups, but more importantly e-vending platforms allow them to collect valuable sales data and devise marketing campaigns not possible or at least difficult otherwise.

Suppose you want to do a loyalty program and offer discounts to a selected group of customers, say those who have spent more than HK$1,500 in past three months on your website. It can be easily done using standard e-vending software, Davy Ma, managing director of Media Explorer, told an e-commerce seminar.

You can also design a birthday-based promotion by setting discount offers on the computer system. For example, customers who buy during the birthday period, say two weeks before and after the birthday, are automatically eligible to certain bargains, Ma said.

There is almost no limit to the promotion rules and product bundles you can set as long as you think it will help stimulate sales or retain customers.

When you notice that some potential customers have visited your site and left without buying anything, wouldn’t you want to recapture those lost opportunities by remarketing to them? E-shopping software can also let you do that.

This sort of customer relationship management can also be applied to the catering business.

Some point of sales systems can tell restaurant operators what the customers ordered the last time they came; recommendations or promotions can then be offered accordingly.

A properly built up e-vending site can also provide lots of useful analysis that makes a quick review of business performances possible at the snap of the finger, such as answers to key questions like what products were sold the most over the past two weeks? Or what products are most profitable? Or the exact sales performance right after an advertising campaign.

Such updated information would be highly useful for operators to plan restocking, and adjust their promotion and production strategy promptly in response to market changes.

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CG

EJ Insight writer

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