The databases are the heart of an online store and its correct management is the key to success in electronic commerce. According to an article on the e-commerce sector published in Europa Press, “in an online store you have to invest, evaluate, plan and take the right actions” and the databases are essential to carry out this planning.
The big online stores know this and use them to get to know their customers better and study their purchasing behaviour. In this way, they are able to make the most effective strategic decisions in order to improve their future sales.
El Corte Inglés, for example, has managed to hook Spanish consumers with services such as Click & Collect -the customer can pick up the order directly at the store- or delivery at home in just 48 hours. These services are the result of knowing perfectly what your customers want since they combine the advantages of electronic commerce with the facilities of physical commerce.
And any online store that wants to implement an effective sales strategy and meet the needs of its customers must first know their shopping habits and behaviours. And, for this, databases are essential.
What information do the databases provide?
Through the databases of your online store, you will have a history of the habits and purchases of your customers. You can segment them into 3 categories:
a) Those who buy
c) Those who do not buy
In this way, you can treat them differently and study specific offers for users who visit your store without buying.
In the case of the buyers, the databases allow you to study their behaviour. For example, your user profile might like to buy on weekends or prefer to do it on Tuesdays. You may purchase in the morning or your time slot is in the afternoon. Through the databases, you will also know the types of product they like, colours and even sizes.
As you can see they are a source of information of great value for e-commerce stores. Knowing and analyzing this data will allow you to plan more personalized offers and respond to the specific needs of your client, as, for example, El Corte Inglés does with its Click & Collect service. Your sales strategies will be more precise and you will make fewer mistakes.
Aim directly at your clients’ hearts
You go to one or more customer profiles, which have specific tastes, preferences and purchasing schedules. Therefore, you should take care to know their interests.
The users are not all the same, nor do they act in the same way, so you should not treat them in the same way. Check out if not how Google does, which recently launched a new feature in which allows users to know the upcoming events according to their interests.
The databases allow you to study their behaviour to refine your marketing strategies, spin thinner in your campaigns and offer a personalized service as you would like for yourself.
Put yourself in the place of your client. Would you buy a product that suits your tastes and interests or a product that does not concern you at all?
Do not waste your time, point directly at the heart of your customers.