Today one of the most effective strategies for brand building is building positioning from benefits; Beyond communicating the product, which in the case of used cars becomes a commodity, and disseminating information about its condition and quality, brands need to develop different experiences aligned with their value proposition. as well as offering personalized interactions for each of your customers, going beyond the product to build relationships.
According to the Baymard Institute, the abandonment rate of a shopping cart on an e-commerce platform is around 69.82%, however, in real estate products or vehicles this may be higher as the average purchase receipt is much higher.
This reinforces the need for companies to strengthen the design of their online purchasing processes, to make them easy and simple and thus guarantee a positive and consistent shopping experience.
Below are 3 key points that improve the shopping experience on an e-commerce platform according to bellpi.com, a Colombian e-commerce for buying and selling cars.
1. Design the purchase journey simple and easy to understand processes. It is essential to know the user’s search and purchase behavior and their browsing process on a web page according to each category.
This, before developing the design of any type of platform, since each person handles a different logic in the search for information, so different alternatives must be considered and processes adapted to the search needs of each person must be developed, such as having available relevant information for each type of customer.
On the other hand, implementing technological tools such as machine learning or artificial intelligence make it possible to facilitate processes, provide transparency in information and give greater satisfaction during the purchase process experience.
This is always from the perspective of customer centricity, not with the aim of implementing technology just for the sake of it, but looking for the best practices with ease of use and usefulness for the user in mind.
2. Transparency in information. Clarity in information is essential to give people confidence and peace of mind about the quality of their products and services, “in our case, the car is the second most important purchase that a person makes in his life, and if the final objective of bellpi is to sell online, we had to provide the greatest possible transparency, for us this meant showing even the smallest detail of the cars, communicating the history and even allowing the sound of the engine to be heard,” said Jaime Mayoral, CEO of bellpi.com.
In this, the automotive industry is identified as where more brands and companies have begun to bet on tools and technology to develop business models that provide a different experience to customers, focused on transparency to facilitate the marketing of cars using hybrid ecosystems through online and offline channels.
However, today these companies have a giant challenge that is framed in the trust that they must generate in the client so that he decides to migrate to digital to increase the number of transactions that are made through this means, with the help of technology such as tool to buy or sell a car.
There are many strategies that are proposed and put into practice, for example, the use of photographs with 360-degree images, is currently an essential technological tool for the customer to have a clearer idea about the car they are going to buy. buy, since this type of photography shows the exterior and interior details of the car and allows you to see all the angles of the product. In the same way, data science models are also relevant, to standardize product information and be able to communicate real data according to market behavior.
An example of this are the prices of cars, models, versions and even vehicle ratings. According to Jaime Mayoral, “Transparency is part of the DNA of bellpi.com and that is why we take advantage of technology as a means to add value to our customers, showing the product as it is; always communicating the positive and negative details that each of our cars have. On the other hand, we also clearly show the breakdown of the prices of our products and do not handle hidden costs, as this would affect our credibility”.
3. Excellent Customer Service. 89% of consumers abandon a brand as a result of poor customer service. Therefore, it is important to use technological tools that allow easy and efficient communication with customers to respond to their needs when they need it. The integration of social networks, chatbots, call centers, WhatsApp and artificial intelligence to mediate this omnichannel is a reality, which is why it is essential that companies actively listen to the customer and thus be able to resolve doubts, concerns, complaints or claims with greater empathy, speed and efficiency.
The challenge that companies have today is not only in the commitment to develop their digital channels but also to identify how they add value to each of their customers, either from the personalization of their services as a strategy to strengthen the shopping experience. of customers or from omnichannel to strengthen contact with the end user.
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