Why a violation of the imprint obligation carries fatal consequences

Author: Kurt Schauer

Customers shop where it is convenient and inexpensive, where they feel understood and sense the shop’s loyalty to them. The prime example of this is the corner shop, which already makes its family-like character clear through its name.
However, online shops that strive for this kind of targeted customer approach and segmentation of (potential) buyer groups face a problem. In principle, they are dealing with an anonymous mass of users. Nevertheless, innovative marketing technologies make it possible to segment the shop’s visitors and thus address them more individually. The success of such measures becomes visible quickly and comprehensively.

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 findings, online shops can expect double-digit growth rates: the click-through rate, for example, increases by an average of 14 percent. The conversion rate grows by ten percent. This becomes possible because 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 virtual advice – on the benefits of ERFMA software

Customers visiting an online shop also desire competent advice there, similar to what they would ideally receive in an offline shop. The customer journey can help, for example, by informing about 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 benefit the buyer: someone purchasing a smartphone, for instance, might also need a smartphone case.

This data and its conversion into customer recommendations are already valuable but do not help if the potential buyer cannot be categorized more precisely: Are you dealing with a chronic shopping cart abandoner, for example? In such a case, all well-intentioned recommendations are in vain without a targeted approach that prompts the customer to change their behavior. A so-called Engagement-Recency-Frequency-Monetary-Analysis Software (ERFMA) is helpful at such a moment. This mouthful of a word describes a program that allows predicting customer behavior. For this purpose, the last interactions with customers are completely evaluated – including, for example, simple „just browsing“ visits. Shops can define how many interactions over which time periods should be analyzed.

The data provides clear calls to action: Customers who buy regularly can, for example, be set up as VIP buyers and rewarded with regular discount promotions. People who repeatedly flee just before the „buy“ button can be specifically triggered to finally purchase their desired product. Inactive customers can, for example, be reactivated through time-limited promotions. All that Aunt Emma instinctively knew through her experience with customers is now provided by modern marketing software solutions.

Cloud programs can often be rented

However, in many places, there are concerns about such solutions. For example, a frequently raised concern is whether these are not very expensive. Meanwhile, this can be denied with a clear conscience. Software offerings can usually be rented monthly via cloud solutions. The costs remain manageable, and if a program is not liked, it can also be easily unsubscribed.

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Do you have questions?

Eliana Gramer

Head of Web/Digital