In a country that relies heavily on customers shopping in stores, the mandatory lockdowns in Pakistan forced people to shop online. This allowed more small and large businesses to make the jump into e-commerce.
Pakistan is going through major generational changes. We're looking at three factors that make a difference to retailers going through digital transformation. A credible website, a customer-centric supply network, and targeting the right audiences at the most pertinent points in their buying journey are all key.
We explore the three key insights that Beechtree used to turn around its high-street clothing business during 2020's challenges.
Although the Pakistani economy has been steadily moving online, many consumers still prefer brick and mortar stores. This was true until the COVID-19 government-imposed lockdown. Retail foot traffic plummeted to an all-time low, down 70% from the baseline month. 1 As spring arrived without the usual crowds of shoppers, retailers had to adjust to this new reality.
Despite these difficulties, the retail industry continued to flourish as customers shifted their focus online. The conversion of offline consumers to online customers has increased steadily since then.
Online consumers switching to
1. Your website should be fast, informative, and accurate
It's natural to give more weight to the user experience on the website. Without having the tactile senses to verify the authenticity of a product it is not possible to tell. 81% of Pakistani shoppers research products before purchasing. Therefore, it is natural to place more importance on the user experience when shopping online. Page loading times are critical.
They also used Google Optimize to test A/B testing to determine the most popular products in each region. They created separate landing pages in Islamabad and Karachi to increase conversion rates. 17% of the page was dedicated to luxury clothing in Islamabad while 7% were dedicated for casual clothing in Karachi. The opportunity to close their stores to the public was used to stockpile the most popular items for each region in order to guarantee on-time delivery.
Your website will help you not only reach your target audience but also make you a better person. This is an excellent first step to gather first-party data that will help you better serve your customers. This allows you to improve your strategy and identify trends to increase customer reach and conversion rates. Customers value receiving recommendations and clear information about the options available to them.
How to make your website better
- Examine your website. You should pay attention to loading times, mobile responsiveness, and ease of navigation. Google's Check My Site tool is a good starting point.
- Get to know your customer. To segment your audience, gather consumer journey data from your website. Next, you will need to test whether each segment can be served with more relevant products.
- Your inventory should be updated. You can match the online availability with your actual inventory by marking items as "sold-out" and giving estimated delivery times for items that are in stock. You can improve customer satisfaction by managing their delivery expectations.
- Customers can be made relevant recommendations by combining first-party data with available inventory.
2. 2. Develop a customer-centric supply network strategy
Online shoppers today expect fast delivery. The overall sales of Fast-Moving Consumer Goods, or FMCG, increased by a staggering 150% on Pakistan's largest e-commerce platform, Daraz. These numbers will only increase. We see a 150% increase in searches "same day delivery" and a 138% rise in searches "near me" from Google Trends data
However, this is a challenge that Pakistani retail stores struggle to meet. 94% of freight traffic relies on roads that aren't well-equipped to deliver goods quickly.4 The 2018 Logistics Performance Index report placed Pakistan at 122 among 160 countries.5
Logistics was a major problem for Beechtree. They moved inventory from their warehouse to 25 stores in the country. Beechtree also monitored customer behavior closely to determine which products were best to stockpile in each store. Shopistan was used to track the inventory in each location and ensure that it was matched online and offline. What are the results?
How to create a customer-centric strategy
- Automate your inventory tracking system for online and offline stock availability.
- Reliable logistics companies can partner with you to manage your inventory and deliver on-time customer service.
- Partner with multiple logistics companies to ensure customers receive their deliveries on-time.
- Your staff can be trained to manage your ecommerce site. They should also be familiar with order management and customer relationship software. This will help you keep your website running smoothly online.
3. 3.Connect with your customer at various stages of their buying journey
81% of Pakistan's connected consumers research products before purchasing,6 with 55% using Google Search and YouTube.7 Businesses can reach this highly-skilled consumer at any stage of their online journey.
Beechtree's case was different. The team tagged the entire website flow to track visitors actions. They then used this data to create dynamic product-level data using advanced audience segmentation. These segments were then used to create their unique customer buying funnel.
The Beechtree team employed a three-step strategy for customers at the awareness stage:
- Smart Display uses automated bidding, targeting and ad creation to entice customers at low advertising costs.
- Google Search Advertising to increase traffic to their website and visibility for their brand and products.
- Google Smart Shopping campaigns to automate Search and Display campaigns, testing different combinations for image and text to reach audiences in the appropriate "Shopping Intent", stage of their journey.
Customers who have visited the site before were redirected to this page by Beechtree:
- To serve custom ads with remarketing lists, focus on Google Search.
- Display ads can be used for retargeting so that Beechtree is always in the forefront of customers' minds as they browse the internet.
- Use a combination from TrueView and static ads to re-engage customers on YouTube.
Customers already at the Conversion stage used Dynamic Retargeting via Google Search and Display ads by Beechtree to reach customers who were either interested in a product previously or abandoned their carts at checkout.
Beechtree's full-funnel strategy allowed them to track each campaign's performance using a specific model of conversion data. These are the results
Steps to better connect with your audience
- Make yourself easily found. When a customer expresses an interest in your products, be there. It can be crucial to appear at the top of search results in order to gain new customers.
- Find new customers. Get in touch with potential customers interested in your products. These potential customers are actively searching for products on YouTube and Google Display Network. With audience insights, you can target the right customer.
- Customer loyalty can be increased. Use remarketing tools such as customer match lists and YouTube Search to retain your most valuable customers.
The process of transforming your physical store into an e-commerce success story is not linear. It is an important change that we all need to accept. Customers are increasingly shopping online for their goods, and this trend will continue. Get started building a website and tweaking your supply chain strategy to be customer-centric. Make sure you use every opportunity to connect with customers. These strategies will help you get your business on the right track.
See more :
https://www.connectpos.com/how-sme-attract-footfall-to-offline-stores/
https://www.connectpos.com/inventory-management-for-successful-retailers/
https://www.connectpos.com/how-pos-supports-fashion-brands-case-study/
https://www.connectpos.com/how-to-manage-staff-when-not-in-the-store/
https://www.connectpos.com/top-5-mobile-pos-in-2020/
https://www.connectpos.com/black-friday-tips-for-small-businesses/
https://www.connectpos.com/why-should-integrate-e-commerce-and-pos/
https://www.connectpos.com/top-inventory-management-software-in-2020/
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