製造会社とそのパートナーは、機敏でペースが速く、非常に不確実な時代に身を置いています。eコマース スペースはここ数か月で大きく変化し、オンラインエリアでは指数関数的に成長しています。業界は一夜にしてひっくり返り、すぐに適応しなければなりませんでした 新しい消費者の要求と多くの課題、そして新たな成長の機会に直面しました。
源：マッキンゼー
どうすればお客様のニーズを満たすことができますか?
消費者の行動は、過去数十年で劇的に変化し、過去30か月で急速に変化しました。今日の顧客は、オフラインでもオンラインでも、直接的で摩擦のない、個人的なアプローチを期待しています。シームレスで一貫性のあるエクスペリエンスは、コンバージョンを促進し、リピートビジネスを促進し、ロイヤルティを高めます。これは、B2Cのお客様だけでなく、B2Bのお客様にも当てはまります。
聞いたところではPWCによる調査、全顧客の32%は、悪いエクスペリエンスの後、ブランドとビジネスをしなくなります。そのため、顧客との継続的な対話を求め、意見や経験を共有してもらい、その結果を顧客体験やブランド製品の改善に役立てることが重要です。 ブランドは、顧客と彼らの個人的な関心を理解することに焦点を当てる必要があり、今日それを行う必要があります。
パーソナライゼーションを正しく行う
注文プロセスを透明化する
Transparency is also very important. Today’s customers want to be kept informed about the status of their order after the purchase そしてduring shipping. Your returns policy should also be uncomplicated. Customers want to feel valued そしてunderstood before, during, そしてafter the purchase, only then will they become fans of a brそしてそしてrecommend it to others.
製造業は、成長を促進するために3つの主要な戦略に焦点を当てる必要があります。
#1 Go-to-market strategies with B2B そしてD2C (Direct to Consumer) in mind
The manufacturing industry is always experiencing changes in its evolution そしてneeds to respond to them by adapting そしてexpanding their marketing strategies. I see that recently companies are focusing more そしてmore on two issues. On the one hand, B2B commerce is experiencing a push toward having its own marketplace to better communicate with partner companies そしてdistributors to increase profits. On the other hand, we see more 電子商取引 solutions being used by manufacturers to sell directly to consumers (D2C) in order to benefit directly from the sales.
#2 Involve そしてsupport customers
When customers get the information そしてcontent that is relevant to them そしてdelivered at the right moment, they are happy customers. One area of the business that has a powerful influence here is service そしてsupport. When you provide customers with personalized support そしてtargeted content to answer their questions, you reduce wait times そしてfrustration. Think about a login-protected customer area on your website or portal, where you can serve your customers in a fast そしてconvenient way. The search experience そしてassociated search time for the right content is crucial here.
#3 Automation そしてArtificial Intelligence (AI)
Speed in every interaction is important, whether you are in direct contact with customers or in the B2B landscape. When customers have problems with products or services, they need a quick そしてstraightforward solution. Artificial intelligence (AI) そしてautomation can help solve customers' problems faster. For example, if you offer them a search that uses AI そしてmachine learning (ML) to identify intent そしてprovide suggestions of relevant content. Solutions such as bots そしてvirtual agents can also take the pressure off service agents そしてnarrow down a possible answer so that agents have a deeper understanding of the query.
The pandemic has permanently changed online buying behavior across all age groups. 聞いたところではa study by KPMGの、若い対象グループは、古い世代よりもはるかに行動を変えています。研究によると、ハイブリッドなカスタマーエクスペリエンス improve the entire customer journey そしてwill be one of the foundations for growth in the near future in order to meet the needs of all age groups.
製造業が直面している課題とは?
Many manufacturing companies that did not have a solution for 電子商取引 そしてDirect to Consumer (D2C) during the pandemic had to quickly implement solutions そしてcreate a direct-to-consumer (D2C) sales channel. From today's perspective, this decision was crucial to ensuring their survival. No question, these "quick" solutions were そしてare fit for purpose. But how sustainable are these implementations, which were literally plucked out of the ground, そしてhow well do you really know your customers? These are questions that companies must honestly ask themselves if they want to continue to increase economic growth via 電子商取引.
D2C の利点
D2C は、次のことを支援します。
- Better understそしてyour customers
- パフォーマンスの測定
- オムニチャネルアプローチを採用する
- Get faster そしてmore direct feedback on your products
顧客を戦略の中心に据える
顧客中心主義 is key to all commerce approaches そしてthe basis of all successful strategies. Firstly, you will need to unify all customer data that is scattered throughout your organization. The next step is analyzing そしてharmonizing this data so that it can be actioned. It is also important to consider whether customers have given their consent to use their data— そしてin light of Google’s plan to phase out サードパーティークッキー, you will need to prioritize first-party data.
Have you ever had a situation where you wanted to implement a campaign at short notice, but by the time you had gathered the relevant customer data, completed the segmentation process, そしてprepared the content, the right moment to play it out as a “real time experience” had unfortunately already passed? The good news is there are platforms that can help you achieve your goals in a sustainable way, while increasing economic growth, そしてproductivity.
How can you put the customer first そしてbuild up or further strengthen your 電子商取引 results?
You need a vision そしてfull support from the executive management team to realize your strategy. Question your processes そしてthe organizational areas そしてteams involved — not to save costs on personnel, but to understそしてwhether the different departments そしてteams are working together そしてtalking to each other in the best possible way.
- さまざまな目標が組織全体の全体的な戦略に流れ込んでいますか?
- 現在、適切なテクノロジーを導入していますか?それらは今後数年間のあなたの戦略と一致していますか?
- 現在のテクノロジーはサポートする準備ができていますかSaaSの(サービスとしてのソフトウェア)? あなたのビジネスが将来性があることを保証するために、あなたはおそらく受け入れる必要があるでしょうコンポーザブルDXP戦略.
- Do you have all the customer data you need analyzed そしてat your fingertips when you need it?
- What about first-party data? When it comes to customer data, そしてwith Google's announcement that it will no longer support サードパーティークッキーでは、顧客が期待する体験を提供し続けるために、戦略を「ファーストパーティデータ」に適応させる必要があります。
- What about delivering exceptional customer experiences そしてachieving customer centricity? In the future, you can only achieve these with customer data. With the elimination of third-party data, you will have to collect it on your own, for example through browser or app behavior.
CDPの役割
А Smart Hub Customer Data Platform (CDP) helps you to put the customer first そしてdeliver your strategy. Once a CDP is in place, you can add personalization, recommendations, そしてtesting to offer your customers the next best action or offer. Only with this type of foundation can your 電子商取引 channel continue to grow そしてprosper in the future.
Which 電子商取引 solution is the right one そしてwhat are the benefits?
In the manufacturing industry, there are many different use cases そしてtarget groups. On the one hそしてthere is the classic, usually more complex, B2B business via distributors with many positive aspects, but with the disadvantages of not knowing who you are selling to, prices are harder to control そしてgetting feedback on your own products is also difficult. In addition, the data delivery of product information to merchants can often be extensive そしてtime consuming.
B2C そしてD2C are still new concepts for some companies— with a steep learning curve そしてa continuous need for optimization. The difference between B2C そしてD2C, explained in simple terms, is that in B2C goods そしてservices are sold to the end customer そしてin D2C orders are processed そしてdelivered directly. As a D2C company, you can make more revenue そしてpass the savings on to your customers.
Serving both cases (B2B そしてB2C) well at the same time often takes a lot of effort そしてenergy — that’s before we even consider B2B2C or B2X. Maybe you as a manufacturing company are currently operating B2B, B2C, そしてD2C - maybe you are already toying with the idea of establishing a marketplace. You will need the right tools to drive your vision forward.
Keep an eye on how well customers can search for そしてfind your products in your stores. A visual "search experience", which recognizes the "intent" of the searcher そしてoffers appropriate suggestions そしてpersonalized recommendations by means of AI, will set you apart from your competition. This can maximize sales, increase average shopping cart spend そしてimprove cross-sell, as well as up-sell opportunities.
作るか買うか?
When considering the right strategy, you will need to decide whether to "build" or "buy." As consumer behavior is constantly changing, you need a flexible platform based on microservices. Seasonal scaling そしてspeed of the applications are as important as a fast そしてuncomplicated provision of new functions via APIs. Developers must be able to use these quickly そしてwithout much effort, in order to be able to react just as quickly to the needs of the market そしてtheir own requirements.
ヘッドレスCMSeコマースによる柔軟なアプローチ
異なるマップを作成したい場合 電子商取引 strategies such as B2B そしてB2C, headless commerce is the right approach. This is the only way to implement them successfully, within a single platform with different user interfaces. But it's not just the front end that has to be lightning fast そしてdesigned for different use cases. Just as important is how flexible the backend can be adapted for all your requirements. You will then need to consider whether it is easier to configure そしてfurther develop a supplied frontend or to build a modern frontend yourself in the sense of the API economy.
なぜコンポーザブルソリューションを選ぶのですか?
オーダーメイドのソリューションを構築することは、少なくともの導入以来、間違いなく進むべき道です。マッハテクノロジー そしてespecially in the 電子商取引 area. As the person responsible for 電子商取引, marketing, そしてIT, you are the composer そしてconductor そしてhave the task of harmonizing all the individual disciplines that are necessary for success. A コンポーザブルDXP gives you the freedom to combine functional capabilities from a single source, そしてwhere it makes sense, to link technologies across vendors—today's DXP solutions are designed to be "good neighbors" in their existing solution environment, meaning they integrate seamlessly with your existing tech stack.
コンポーザブルデジタルエクスペリエンスプラットフォームを使用する利点:
- Market-leading 電子商取引 platform
Combine flexible 電子商取引 processes with scalable personalized shopping experiences that resonate, persuade, そしてconvert. - これまでにない360°の顧客インサイト
Build your 360° customer profile based on website behavior そしてother data sources. Leverage anonymous insights or a deep customer view for customized そしてtargeted experiences. - ハイパーパーソナライズ
Deliver personalized experiences to engage そしてdelight customers. Optimize goals そしてbusiness growth with each new experience. Benefit from faster time-to-market in your marketing communications. - ジャーニー全体にわたるオムニチャネル管理
Create memorable experiences そしてcommunicate consistently with your customers across all channels そしてtouch points. - 一元化されたデジタルアセット管理(コンテンツハブ)
Manage all your digital content in a single place そしてenable it for personalization そしてomnichannel delivery. Don't waste time searching for the right content.
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