Why a violation of the imprint obligation has fatal consequences

Author Kurt Schauer

Customers shop where it is convenient and affordable, where they feel understood and where they sense the shop's loyalty to them. The perfect example of this is the corner shop, whose name already makes its family character clear.
However, online shops that strive to target customers and segment (potential) buyer groups face a problem. In principle, they are dealing with an anonymous mass of users. However, innovative marketing technologies still allow shop visitors to be segmented and thus addressed more individually. The success of such measures becomes quickly and comprehensively visible.

Customer segmentation: double-digit growth rates

The Aberdeen Group has investigated how useful customer segmentation with the help of modern IT analysis methods is. According to the study, online shops can expect double-digit growth rates: the click-through rate, for example, increases by an average of 14 percent. The conversion rate increases by ten percent. This is possible because the IT solutions automatically evaluate customer profiles. The shop gets to know the customer better and better and can use this knowledge to its advantage.

Customers want to be advised virtually – about the benefits of ERFMA software

Customers who visit an online shop also want competent advice there, just as they would ideally receive it in an offline shop. The customer journey can help, as it provides information based on what the customer has looked at in the shop so far and what they like. In addition, the right software solution can also recognize what would be useful to the buyer: someone who buys a smartphone may also need a smartphone case, for example.

This data and its implementation in customer recommendations are already valuable, but they are of no use if you cannot assign the potential buyer more precisely: For example, are you dealing with a chronic shopping cart abandoner? In such a case, all well-intentioned recommendations are in vain without a targeted approach that makes the customer change their behavior. What is helpful in such a moment is so-called Engagement-Recency-Frequency-Moneteray analysis software (ERFMA). This monstrosity of a word describes a program that makes it possible to predict customer behavior. For this purpose, the last interactions with the customer are completely evaluated - for example, even simple "let's see what's available" visits. The shops can themselves determine how many interactions should be analyzed over which time periods.

The data provides clear instructions for action: customers who buy regularly can, for example, be set up as VIP buyers and rewarded with regular discounts. People who always avoid the "buy" button can be specifically triggered to finally buy the product they want. Inactive customers can, for example, be woken up by time-limited promotions. Modern marketing software solutions provide everything that Aunt Emma knew instinctively and through experience with customers.

Cloud programs can often be rented

However, there are concerns about such solutions in many places. One common concern is that they are not very expensive. Nowadays, this can be said in good conscience in the negative. The software offers can usually be rented on a monthly basis via cloud solutions. The costs remain manageable, and if you don't like a program, you can cancel it very easily.

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Any questions?

Eliana Gramer

Head of Web/Digital