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Avis d’expert d’Ilan Benhaim (Vente-privee Consulting) : “Les best practice e-commerce pour 2014”

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Ilan Benhaim, co-founder and Associate Director of the Strategy and Innovation , made a point early this year on best practices which, precisely, will enable e-retailers to increase their rates conversion of visitors into customers, sustainable and efficient manner. – Headed, vente-privee consulting and sharing his decryption of digital ecosystem.

Present multi media

To increase its conversion rate, it is necessary to offer users the same quality of navigation in all media, be it smartphones, tablets, computers and soon glasses and watches connected. Or 45% of companies with visibility on the Internet still does not offer mobile sites or applications! Obviously, you can not miss the pads revolution that is underway. In 2013, purchases of tablets were higher than those for laptops (59%). In a few years they will surpass laptops and desktops. Moreover, even laptops are transformed because we see blooming increasingly hybrid tablets.

Moreover, not content to start replacing the computer, the tablet also becomes the second screen in the house, supplanting TV-connected potential that is slow to take off. The joued’ores tablet and already the role of social TV and interactivity between different media are beginning to emerge and will really develop in two or three years.

Therefore, it is crucial to adopt solutions that tailor the content to all media. Similarly, messages must adapt to different formats as close to 40% of Internet users check their email from their smartphone and 22% consult them with a tablet!

Customer customization or nothing

The luxury sector has been a pioneer in customer personalization. Private labeling, custom-made products, Concierge … all signs of attention directed to the customer that were previously the preserve of top-brand range. Thanks to the Internet, each customer can now access customized products and services.

When discussing the idea of ​​personalization is that of which he is often associated primarily to measure. Who has not dreamed of owning a unique, specially created for himself according to his tastes (and your wallet!). Some sites have already anticipated this trend by offering their customers to create their own products by choosing materials, colors and shapes of their choice. Finally, who says personalization, said personalized space for each customer sites, uses the capabilities of Big Data. What better way for online retailers to Internet users feel that they are unique to offer their online spaces, products and services tailored to their needs.

But the trend is part beyond and also involves a complete reconfiguration of the distributor customer relationship. It becomes even more dynamic because the consumer now has also the opportunity to express their wishes and send messages to brands he really wants. It’s the end of an era when big brands trying to decipher trends to come shopping with the seasons or simply dictated. The trend is now to the birth of online shopping communities that express and share their tastes to guide the production of upstream products and collections

by brands. The shopping experience becomes rich and interactive and provides more opportunity for retailers to engage their customers in the overall creative process and intensify their communication around their brand universe.

Multiple channels, but only one client

Cross-channel, omni-channel, multi-channel … whatever the term, this trend is upon us. While there is no doubt about the fact that the cross-channel is the future of commerce, one of the challenges is to find ways to track each customer regardless of the input channel (store, Internet …) to give him the best answer to his need. For the customer, he is no longer a difference.

In most distribution companies, where e-commerce has emerged, it was not really considered a strategic issue. In fact, e-commerce divisions were often created in parallel retail divisions. Results: Database customers different, sometimes incompatible SI solutions and business and strategic objectives that do not always serve the overall interests of the company. Thus, instead of working together, these two services have been brought to oppose, seek to recover from customers in the other and communicate offers, promotions and with different strategies, ultimately, customer who loses and who is not satisfied. Making the decision to become a cross-channel society, decide to unite in one way or another their customer bases.

In conclusion, brands must be able to adapt their speech and their offers based on the history of the relationship with each of their customers whether in store, mail, social networks or on their websites. When the data are unified, brands are able to use them intelligently and more in line with the expectations of their clients.

The area of ​​ready-to-wear takes the stakes

At this point, the sale of ready-to-wear line may experience significant advances in conversion rates, under cover to comply with conditions: the establishment of tools to guarantee the customer the choice of the right size in clothes and accessories. Indeed, the choice of size is identified as one of two major obstacles to buying online (in addition to the inability to touch matter) in this sector. With an average return rate of 20% in the field of ready-to-wear, product returns cost an expensive effect to e-tailers!

Among the technologies identified to overcome this limitation include the virtual fitting rooms. First, they offer the opportunity to the user to preview the final render virtual product once on him. These technologies, although very ingenious and fun, are not yet fully developed and continue to process improvement to come as close to reality. Another solution that comes to e-commerce sites: opt for a recommendation engine sizes. More and more players offer solutions that, based on the exact measurements of the products, hold the ability to specify the correct size to the e-shopper. These smart solutions have the advantage of being more accurate than virtual booths but less visual.

In this context, one can imagine that the next step will be to allow the user to take pictures using a webcam when purchased. With his picture, then the site will automatically detect the correct size required, regardless of the type of product selected, the type and brand. The e-shop will even be able to tell the e-shopper will look like the product once on him.

Towards a real strategy of pricing

As often said Jacques-Antoine Granjon, CEO of, “On the Internet, competition is one click away! “. That pretty much sums up the issue of pricing on the Internet. Each distributor, whether brand or retailer must ensure providing the best price for a given product. Moreover, according to a study Rakuten, price is the first criterion for online purchase for 61% of users! However, the current problem is not to offer the cheapest price, but the fairest prices, compared to the quality of service.

While many players in e-commerce are aware of the crucial criterion for the buyer and if several of them have already implemented a pricing strategy, the fact remains that, for now, On the eve of price competition is mainly “craft.” Also, solutions are being developed to monitor the prices of competing sites based on a competitive predefined scope. Saas solutions and generate maps of competing sites and rise the prices charged by competitors, including delivery charges that often make the difference.

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