It seems like a contradiction to say that an online shop is antisocial, but we believe it is. Throughout the years they have existed, there has mainly been an investment in a model where the consumer (for convenience, let's call him Kees), without the intervention of a person, is guided to make a purchase entirely independently and as quickly as possible.
Kees already knows from the beginning what he is looking for and is determined to buy it, preferably at the lowest price. And you can't blame the entrepreneur: every person who leaves the site without making a purchase is lost revenue. We believe that this model will continue to exist, but that consumers are also ready for a new way of shopping online. A form that allows much more space for exploration, inspiration, and support. The funnel for Kees is as follows:Brand awarenessIn this model, you can see that the biggest concern for online shops is to be visible on Google with paid and organic positions. Without that investment, they are nowhere. It turns out that brand awareness is the most important thing for an online shop, and this also applies: whoever has the largest budget (and of course, that needs to be spent wisely) has the best chance of visibility. Once Kees is in, retention is determined by performing as well as possible in the sales funnel, leading him to ultimately choose convenience. The rat race has begun.However, we believe that another reality exists. That of the fun shopper (let's call him Stan). He doesn't yet know exactly what he is looking for and actually wants to be inspired. In this initial model, we assume that Stan is not connected to social networks.ConnectedNow we assume that Stan is very connected: he regularly checks Facebook, follows who he likes on Twitter, his girlfriend looks at Pinterest (where primarily women are found), watches the latest fashion on YouTube, and has recently become active on Google+. Stan approaches it very differently now.The people who inspire Stan can come from different angles. It is important to realize that they are all influentials in the choice that Stan makes.Type of influentialsThe people who directly influence Stan are: Experts: these could be the salespeople of an offline shop or bloggers in a specific sector. Celebrities: besides offline celebrities, there is also the online version. Users: reviews of a product. Wisdom of the crowds: together we know more. Wisdom of your friends: well, if your friend has used it, he will be decisive for your decision.We're not there yetNow that we have indicated why social activities influence Stan, it seems inevitable that a shift must be made with social technology. The online shop owner needs insight into what happens in that inspiration stage. He can do this by engaging in the discussion, but a little technology helps. Companies like SalesForce (and not just them) are actively developing in this direction. They provide an overview of social activities and can correlate them with Stan's activities; so-called social CRM systems (client relation management).WebcareNo online shop can do without a well-organized webcare department. It is the most natural transition to this new reality. Reactively engaging with your customer provides the necessary experience that you can then proactively use when Stan is looking for something new.Who will do all this?Scaling up for dialogue is inevitable. Don't be afraid; you don't need to hire a flood of new people. There are enough people who want to help you online with their knowledge and conviction. In fact, when you offer a shared revenue model, it creates a strengthening collaboration. And where does the money come from to finance the shared part? From your media budget which you will distribute differently. Kees will remain and increasingly align with the larger and more advantageous online shops, and more customers like Stan will come who need more service and inspiration.OpportunitiesSmall entrepreneurs who have a physical store along with an online shop will find more opportunities in the digital domain. The main reasons for this are: Developing online shops is becoming cheaper and easier Online is becoming increasingly complementary to offline We want to engage in conversation with ‘real’ people Not everyone is looking for the cheapest dealSmall online shops do not need to be afraid of the larger players in the market, as long as they provide added value, a personal approach, and a mix of online and offline. Stan is willing to pay for that.Source: Marketingfacts.nl
