How to Make your Business Growth-Proof through the Future of Commerce
We're about revenue flowing from relationships, not vice versa.
It’s true.
The future of commerce is not some myth.
We’re in an ever-changing society where we have to adapt to new trends, global news and other crazy standards.
So, when consumers change their demand, businesses have to change their supply. Nasdaq research even anticipates that 95% of purchases will happen online by 2040.
Don’t worry, we’re only here to help.
Check out with us how the future of commerce is changing and what you can do now to adapt to the era of Conversational Capitalism. We’re building a user-first customer experience by building a strong and trusting brand.
Navigating the Future of Commerce
Jumping straight into it.
The future of commerce is about direct connection.
On top we’ll find the business…
Who builds the most trust with their customer.
Who holds the dearest relationships to their buyers.
Who dedicates itself to the love and passion for helping people.
If you have been with Smarter DTC for a while, you know our secret love for Conversational Commerce.
To be honest, the future is bigger than just this topic. But let’s have one thing clear, for eCommerce, it all stems from conversations:
Conversational AI
Interest-based subscriptions
Uniquely helpful buyer journeys
Implementing customer feedback
Personalized customer experiences
We have to start the conversation of conversations.
Looking at what the consumer wants, thinking how they navigate websites, analyzing how they buy, adopting their new buying behaviours, anticipating on their purchase-history and giving insights on their personal preferences.
This isn’t about holding your head above the water. This is about fitting in with the new economy.
Building a Growth-Proof Business
Growth means one thing: revenue goes up.
Staying at the same level means a slow downfall.
We are embracing here the need for the customer by upgrading their customer experience through:
Personalized & Conversational Journeys
Implementing New Tech Systems
Next-Level Branding
I would say, where I see most business go wrong, is when they see the three points above, as three different points. They see it as steps 1 - 2 - 3, rather than as the triangle that it actually is.
These three are of course three separate mountains to climb, though no one notices that they’re on the same mountain range.
Branding builds trust.
Personalization builds trust.
Conversations build trust.
Tech is there to connect this, we’re still doing business of course.
Personalized & Conversational Journeys
Personalized and conversational journeys may sound like a whole crazy set of terms. It simply means how businesses promote themselves to the user.
Right now, we’re marketing one-to-many, meaning one campaign to the full audience.
What we want, is to go from marketing, to conversations.
Start to build trust, to make consumers feel heard. Personalize their campaigns, product upsells and even customer support. That is the main note of conversational commerce.
This also includes the demand from the consumer side that we have talked about. Despite that we’re shifting online, consumers crave human-interaction.
By creating conversational journeys, businesses can provide their customers with an exceptional experience. At the same, they’re also gathering valuable data and insights. This data will help you stay ahead of your competition by better serving your customers in the future.
To dive a bit deeper, take a look at how Pizza Hut has implemented this experience. Think of how you normally order a pizza, and then at:
It’s simple, effective, and a unique journey that also provides Pizza Hut with unique data on this specific consumer, which they can later use for other marketing purposes.
Anyhow, let’s take a look at how this is implemented.
Implementing New Tech Systems
While everyone is talking about conversational AI, first keep it down to the most simple systems: Email & WhatsApp.
AI can always be implemented once it is perfected.
Especially WhatsApp will be a game-changer in this field:
You’ll have easy, fast and efficient customer support
You’ll have unique customer engagement strategies
You’ll have new valuable insights and data per user
Pizza Hut stays on top of things well here:
Overall, we’re aiming to improve the full customer journey, like we agreed on above.
We want a seamless and integrated experience for our customers. Give them a pizza experience that they deserve.
To keep the business seamless too, we have conversational commerce softwares such as charles to keep it simple using the WhatsApp Business Platform (API).
This will also help you by making personalized tags, segmenting audiences, submitting campaigns to WhatsApp and selling directly in chat. A good side-note is that this will keep your business GDPR compliant too.
The full tech stack is something that we will fully dive in, in a new article. Most important to take note on right now, is to be careful with chatbots and adopt a messenger like WhatsApp.
We are thinking customer first, experience first and relationship first to build your brand, build your trust and of course, build your revenue.
Next-Level Branding
We’ll keep this one short, to the point.
Like what your branding should be: to the point.
You have a small set of seconds to convince the user that you’re the one.
Imagine you’re still Pizza Hut, but in the beginning phases. At the same time, trying to adopt the future of commerce.
Sometimes it can be as simple as:
Keep everywhere the same brand voice: “We have great pizzas!”
Keep everywhere the same message: “Try our unique pizza-buying experience.”
Keep everywhere your same brand style: “Happy colours, tasty images and love for food”
This aligns the user with your brand. They will associate being hungry with pizza, and directly think of Pizza Hut.
They think of their great message, their great product and how it made them feel last time. Then how they can order over WhatsApp, what a delight.
Stay true to yourself.
Stay ahead of the conversation
You thought I was going to say competition, didn’t you.
It is still basically true. Also keep an eye on competition.
Outwork them. Innovate more, get ahead of their technology and build new strategies.
Take the above and give it your unique twist to work toward the future.
Let’s be pioneers in helping our customers.
Adopt the new technologies that will undoubtedly play a part of the future.
Conversations, Branding & Tech
This is how to make your business growth-proof through the future of commerce.
From conversational commerce to the future of business.
Make sure you adapt well to the future by building a customer-first business. Start the conversation with your buyer and simply ask: “How could I help you even better?”
Selling is asking, not telling.
Together with the buyer you’ll build the greatest businesses, for people that will actually buy, or are even buying already.
By embracing conversational commerce, businesses can be at the forefront of innovation and growth in the future.
Get ready through new customer journeys, unique branding and the most future-proof tech-stack out there.
The future is now.
Cheers,
-Niels
If you’re a DTC eCommerce brand looking to fit into the future of commerce, book your 1-1 Free Call to talk growth with me.
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