HOW TO INCREASE SALES IN AN GROWINGLY DIGITALISED WORLD?

The race for a digital strategy and its fastest possible implementation has never been as relevant as today. Now, in the post-pandemic era, digital customer journeys play a fundamental role. The new social distancing economy requires companies use technological capabilities to minimize real-world risks, invent unique experiences to maximise sales and, above all, increase customer perceived value.

INSIGHTS FROM EXPERTS

A REVAMPED CUSTOMER JOURNEY WILL BECOME AN ESSENTIAL PART OF DIGITAL COMMERCE

The first things that come to mind regarding digital commerce might be web stores, shopping carts, product recommendations and personalization engines. But that's not the whole package. Emerging technologies and techniques, such as Artificial Intelligence (AI), Machine Learning (ML), Augmented and Virtual Reality (AR/VR), Internet of Things (IoT), Robotic Process Automation (RPA), Natural Language Processing (NLP) and Data-driven processes, can unlock the potential of digital commerce, turning shopping applications into emotional shopping experiences.

Reply is permanently carrying out studies to anticipate trends and explore key-strategies. Lately, we interviewed 15 experts, conducted digital surveys made by 13 different Reply companies and promoted Bootcamps with more than 40 clients in the Automotive, Manufacturing, Retail (Home Appliances, Fashion, Furniture), Energy and Assurance industries.

UNLEASHING CREATIVITY AND HARNESSING TECHNOLOGY
ARE THE CHALLENGES OF THE FUTURE

DIGITAL COMMERCE IS ABOUT THE CONSUMER JOURNEY

The interviews and surveys showed that several trends and solutions are related to the customer journey. When structured in quadrants, we can identify different stages of their usage: Experimental (notable activities in the market), Transformational (disruptive potential in the market), Early Bird (conceptual with limited market penetration) and Commodity (widespread and generally accepted).
 

2019-2020 Research by Reply Practice on Digital Commerce: Areas of relevance in digital commerce within the next 3 years (topline).
Design: interviews with Reply experts and customers on digital commerce insights and needs.

DISCOVER THE 6 HIGHEST RATED AREAS

We asked industry experts to rank from 1 to 5 the relevance of technological capabilities over the next three years. We noticed that the more relevant ones aim to address the needs of full personalisation, contextual contents and continuous shop optimisation and innovation to overcome interruptions in the customer journey.
 

How relevant is:

“A fully personalised buying experience”?

How relevant is:

“Realtime Analytics of Customer Behaviour”?

How relevant is it:

“Link Attraction and Conversion”?

How relevant is:

“AI in eCommerce”?

How relevant is:

“Agility and Experimentation”?

How relevant is:

“Content Triggered Sales”?

2019-2020 Research by Reply Practice on Digital Commerce: Areas of relevance in digital commerce within the next 3 years (topline).
Design: interviews with Reply experts and customers on digital commerce insights and needs.

TECHNOLOGY IS A KEY DRIVER

We detected, considering both B2C and B2B business, two megatrends resulting from a change in customer behaviours: Customer Emancipation and Personalisation. The survey results, categorised and ranked from 1 to 100 according to frequency, show which technologies are able to respond to these demands. It is not surprising that data driven technologies like AI/ML are at the top of the list as well as technologies that have the potential to automate processes and ease communication with the customer.

CUSTOMER’S VOICE

“I know exactly what I want and
how I want it. I want to have control
and transparency. I want to
share my experiences.”

Customer Emancipation

“I want it now and I want it
to be perfect for me.”

Personalisation

TECHNOLOGY’S ANSWERS

2019-2020 Research by Reply Practice on Digital Commerce: Hot topics in the context of digital commerce (Topline).
Design: interviews with Reply experts and customers on digital commerce insights and needs.

BOOST YOUR DIGITAL COMMERCE

New game-changing shopping formats are emerging like Voice Commerce, Digital Shopping Assistants, Digital Twins, Social Commerce, Data-Driven Ecommerce, Interactive Shopping Windows and much more. In combination with Hyper-Personalisation, it will be possible to create ground-breaking shopping experiences for the individual customer that go far beyond what is known today.

Reply, with the support of all its highly specialised companies, helps customers to exploit relevant technology and face economic transformations. Our holistic approach can offer: consultancy strength with technology know-how,
e-commerce expertise with marketing proficiency, agency knowledge combined with system integration skills.

SEE HOW WE CAN APPLY THE RESULTS OF OUR INSIGHTS TO YOUR BUSINESS

Insight 1

COMBINE CREATIVITY AND EFFICIENCY

Everyone and everything are fated to have a digital representation. It means a one-size-fits-all approach is not going to be enough to stand-out. E-Shops will have to be unique and creative to grab attention. The ultimate challenge will be balancing the customers’ expectations and the complexity of businesses.

REPLY WILL HELP YOU TO CONNECT BOTH WORLDS, DRIVING YOUR SUCCESS IN THE MARKET

Insight 2

DIGITAL COMMERCE IS A MICRO-SCIENCE

A unique consumer shopping experience can only be offered if the company recognises customers as individuals within micro-moments, manages vast amounts of micro-data, structures it to generate valuable insights and uses them to respond to consumers with benefits. Once again, it’s the end of the one-size-fits-all approach.

REPLY CAN GUIDE YOU TO CUSTOMER HYPER-PERSONALISATION, MAKING YOU WIN IN THE LONG RUN

Key Takeaways

FUTURE COMMERCE COMBINES CREATIVITY AND EFFICIENCY IN THE DIGITAL AND PHYSICAL WORLD

UNLEASHING CREATIVITY AND HARNESSING TECHNOLOGY ARE THE CHALLENGES OF THE FUTURE

CUSTOMER EMANCIPATION IS A MEGATREND SHOWING A NEED FOR INDIVIDUAL RECOGNITION

THERE IS NO ROOM FOR THE “ONE-SIZE-FITS-ALL” APPROACH

THE INDIVIDUAL CUSTOMER REQUIRES PERSONALISATION OF CONTENT AND OFFERS

PERSONALISATION LEADS TO A GROWING NUMBER OF MICRO-SEGMENTS

EFFICIENT DATA MANAGEMENT IS KEY

LEVERAGING DATA, ALGORITHMS AND PREDICTIONS DRIVES CUSTOMER EXPERIENCE

HYPER-PERSONALISATION IS HOT STUFF

INTELLIGENT DIGITAL SHOPPING ASSISTANTS COMBINE ATTRACTION AND CONVERSION

WE WILL LEAD YOU TO THE NEXT GENERATION OF DIGITAL CONSUMER JOURNEYS

STRATEGY

Market

Segments

Content

Business Model

Channels

Design

Tools and Methods

ATTRACTION

Marketing

Campaign

Advertising

Third Party Partnership

Influencer

Relevance

Engagement

UX / UI

Recommendation

Promotion

CONVERSION

Omnichannel

Customer Management

Consent / Identity Management

Product Information Management

Cart / Order Management

Personalization

Flexible Pricing

Cross-selling / Upselling

Ease & Convenient Service Level

RETENTION

Retention

Retargeting

Loyalty Management

Customer Survey

Data Analytics

ADVOCACY

Social Media

Influencer

Blogs

Ratings

Comments

REPLY HAS THE EXPERTISE TO SUPPORT YOU ALL THE WAY THROUGH

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DIGITAL COMMERCE: ACCELERATING THE DIGITAL RACE

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