Any customer is driven by one motivation –to get more. An ecommerce business should also be driven by the same motivation –to get more. Isn’t this some kind of oxymoron? How do you get more when the customer demands more? Here lies the key: Make the customer buy more, while giving her the feeling that she is being forced to buy that little extra. All that is needed is intuitive thinking. When a customer comes to your site, the trick is to make her buy more, in the process of which you get more from her.
Entice with related products
The essence of any good business is to make the customer happy. How does this happen in an ecommerce business, when you don’t even see your customer? Agreed; you don’t see her, but can sense and track her tastes and preferences. This is the first step to making the customer buy more. Once you have some idea of what the customer is looking for during a visit; subtly and slowly introducing related products is not much of a problem.
Making the customer feel good
This kind of selling is similar to what a smart salesman offers you when you go to buy something like clothing items. When you want to see shirts, the salesman would make you feel comfortable by showing all the colours and designs of the shirt you are looking for. And then, without your being made to realise it, he would introduce a ‘just arrived’ range of ties. Who would not like to try an additional item like this? Even as you are settling for the tie, the next item you are going to fall for is a range of imported belts. And in the entire process; what was bolstered was not just the sale value, but your ego as well. Note the bottom line –the lesser you wanted; the more you ended up buying. And the salesman was nowhere being pushy or obtrusive. This is how ecommerce businesses also need to work to push up sales from one purchase.
The more you know the customer; the better
All this can happen only in one situation –when you have known your customer. When you start analysing a customer’s likes; it means you have got a good idea of what supplementary products to offer. Using the imaginary example provided above, a good ecommerce business can introduce various novel ways by which to induce more buying. It can come up with catchy write ups on the cart once one product is purchased, like “Want to try…?” You can also bait the customer with offers on these appendages. This is one effective way of getting the most out of a customer. Any day, it is much easier to juice an existing customer than to go in search of a new one!
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