A significant change expected in 2017 is that more B2Bs will undertake a digital transformation and shift to a model of selling online. Concurrently, global ecommerce brands are expected to expand into new geographies, proliferating the number of brands in each market.
This drive-to-digital is happening during a time of global political uncertainty. We can expect currency fluctuations, the cost of goods to increase and to see consumers hold back on spending. So what does it take for an online brand to succeed in a troubled, slow-growing and saturated market?
"Winning brands will be those that secure their customers’ loyalty at the get-go and then work hard not to let them go."
In the digital age, customers have control. They choose when, where and how they shop. They have all the product and price information they need at their fingertips. If brands don’t provide them with the interaction and service they expect, they’ll simply shop elsewhere. Focusing on what the customer wants is paramount. This is why customer loyalty is the Holy Grail for the leading online brands. But don’t be confused; customer loyalty doesn’t begin and end with a loyalty program that enables consumers to collect and redeem points. Loyalty initiatives need to look beyond post-sales marketing activity. Customer loyalty ideals need to be ingrained throughout the entire customer experience. For an online brand to succeed they must consider the people, process and technology needed to address key customer experience and loyalty challenges across the buyer journey. Here are several online commerce trends and initiatives that will be vital for driving customer loyalty in 2017.
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