ePath in itbusiness.ca
eCommerce companies often make the mistake of letting technology guide the customer experience, rather than the other way around. Part of the reason is that eCommerce platform decisions are often driven by technologists within organizations, rather than strategic marketers or online business experts.
- “Personalization is one of the few ways Canadian retailers can differentiate themselves from competitors, especially huge U.S. rivals, says Axel Kuhn, a principal at ePath Consulting Inc. in Toronto. With smaller budgets, he says, most Canadian companies can’t compete on price and delivery times the way Amazon can, for instance.”
- “The very last thing (retailers) should be focusing on is ‘What kind of ecommerce platform.’ It’s more about … what value-added business model can I create for my customer?” he says. “Too many companies become fixated on their current legacy systems or a certain technology that someone in their organization is enamored with and then design their ecommerce strategy around it.”
- And finally, check the your analytics to see if your customer journey and your conversion funnel is efficient: “Make sure the data you’re getting through analytics is good quality and used in the right contexts. If you’re getting bad data,” he warns, “it’s worse than no data.”