In the short period of digital history, much has been written and talked about the so-called “digital transformation”. Yet it is the current crisis that has defined this digital transformation better than anyone could ever have done.
Experts were already expecting strong growth in online shopping over the next few years, mainly fuelled by the widespread adoption of mobile ecommerce, cross border ecommerce, and also with the emergence of new contact points such as chatbots, voice assistants, social networks, etc. But that was two or three months ago… in a world without coronavirus.
Today, it seems that companies that have embraced digital technology are better prepared to face the current economic difficulties. How do they adapt to this new landscape? How can you grow your online sales in the coming months?
1. Adapting your digital strategy
It’s all about re-examining the fundamentals of your business strategy to ensure that it is still valid in this new context, and evolving your products and services to market them online. This includes, for example, analysing the needs of your existing and potential customers to better understand their expectations in the post-covid era. A re-examination of pricing policies should also be considered. An analysis of competing strategies is always welcome.
2. Prepare your e-commerce platform for this new situation
Test your website, improve it to support a growing flow of local and international customers. Don’t depend only on your web agency, but get a grip on your project. Develop automated interactions and recommendations with your customers. Be prepared for possible changes in taxes and customs duties. Rely on artificial intelligence.
Improve the customer experience. What is the path of your customers on your website up to the act of purchase and how to offer pleasant shopping experiences on all types of devices.
3. Communicate in foreign markets at a reasonable cost
Produce new content adapted in different languages. Distribute information, from articles published on your website, or on LinkedIn, to multilingual webinars or managing your social network accounts.
4. Invest in digital marketing
Direct your marketing expenditure towards digital channels rather than offline. Revisit your paid digital spend and organic digital marketing (SEO). If your budget is limited, consider a marketplace.
5. Improve your logistics and order processing.
Better product availability, fast delivery, and contactless; select the right partners.
6. Focus on the kpis
Improve your results by analyzing them, putting in place the right indicators, and invest in the most profitable actions.
7. Revitalize your business
Integrate new talent into your team, train employees in digital techniques. Create a digital culture. Also work with freelance talent.