There are lots of great sayings and quotes around e-commerce. The best ones capture the very essence of successful e-commerce, and spell out the dos and the don’ts.
Let’s start with a quote from Seth Godin, American entrepreneur, marketer, public speaker and author of books including Tribes, Linchpin and Free Prize Inside:
“Maybe the reason it seems that price is all your customers care about is … that you haven’t given them anything else to care about.”
If we add another telling quote from Kevin Hillstrom, President of MineThatData, we get even closer to a real eye-opener:
“Discounts and promotions are taxes placed upon brands for being unremarkable.”
What both Godin and Hillstrom are coming at is that the actual physical product is becoming less and less important for e-commerce players, and that the game now is all about great service, great content and a first-class customer experience throughout the whole customer journey.
If you do not accept this, and instead provide a service level that is middle of the road, a customer journey that is somewhat inconsistent and a perception of your brand that is nothing out of the ordinary, you will be left with only one tool to attract customers: as low a price as possible. And that is not an ideal position for most e-commerce players.
At arvato, we aim to work really closely with our clients, helping our e-commerce customers create the best possible customer experience, and, of course, sharing the data we get on our side to help optimize and improve their business. Put simply, we do not take over your customers, we take care of them. So they return, again and again.
If we dig deeper into the customer data, another famous quote that applies well to e-commerce comes from Carly Fiorina, former CEO of HP:
“The goal is to transform data into information and information into insight.”
At arvato, we couldn’t agree more. By sharing the end-customer data with our e-commerce clients, we bring out insights that help improve our clients’ customer experience as well as their profits and efficiency. For example, we help them use their end-customer data to segment information and sales triggers in the communication material they send out as invoices and other digital and analogue correspondence. It’s about being more precise, more relevant and less intrusive – and always helping our e-commerce clients grow their revenues.
Speaking of growing revenue, some quotes are, with hindsight, more impressive than others. Take this one from Jack Ma, founder and executive chairman of Alibaba Group, a family of hugely successful internet-based businesses:
“My dream was to set up my own e-commerce company. In 1999, I gathered 18 people in my apartment and spoke to them for two hours about my vision. Everyone put their money on the table, and that got us $60,000 to start Alibaba. I wanted to have a global company, so I chose a global name.”
Think big, start small and scale fast is another famous saying (originally from McDonald’s I think, but it applies perfectly here too), and that is exactly what we like to help our e-commerce clients do. By offering one technical solution for many countries, and a local presence in more than 20 countries, we make it easy for our clients to grow. As an e-commerce player with ambitions to expand, it has to be easy to buy, easy to sell, and easy to move into new markets and territories.
The last e-commerce quote for today comes from Neil Patel, co-founder of Crazy Egg and KISSmetrics:
“Create content that teaches. You can’t give up. You need to be consistently awesome.”
Great content, presented at the right touch points throughout the customer journey, can be a real differentiator and the reason customers come back. By sharing data with our e-commerce clients, we assist in producing the right content – and presenting it at the right time. It could be data from our customer service that can improve the customer journey or the FAQ part of the site, or data from the payment funnel that can indicate ways of improving content and communication within the e-commerce store.
To sum up, at arvato we aim not only to be a great partner around payments – we also help our clients cater for and learn from their customers, to enhance and grow the business, and to stand out from the competition.
We want to be your partner, and we will work as closely as possible to help you and your business be successful.
To read more about arvato’s payment offerings, and our focus on customer-friendly solutions, data and growth, please visit:
Payments – Convenience in every transaction (in English)
Betallösningar – allt din affär behöver för att lyckas med e-handel (på svenska)
– Christer Pettersson
Head of E-commerce, arvato Financial Solutions Sweden