e-commerce needs to offer relevant channels at all times

Torsten Ücker’s working focus at the moment is E-Commerce. Since 2003 he has been with ec4u expert consulting ag and has already worked in the field of Customer Relationship Management before. Meanwhile, he was working on many projects with different companies and in doing so he had the chance to get to know many diverse industries. We asked him some questions about this topic.

The e-commerce market has changed radically

Hello Torsten. How has the e-coTO_UEmmerce market changed over the past 10 years?

Over the past 10 to 15 years, the e-commerce market has changed radically. The consumers simply expect that they can buy products from companies online, at any time and from any device. And in such a moment, I also want to get information on other options, on things I’m also interested in. That’s where recommendations come into the game. When I navigate on a bookseller’s website and I am interested in a specific book and they show me recommendations, ratings, reviews of other users, I think that’s pretty helpful. As a consumer, I want to have a great experience from the very beginning (including receiving information etc.) until actually buying the product. To achieve this, the company obviously has to get in contact with me.

E-commerce needs to be available every time on all channels

Which contribution does ec4u make to improving customer interaction?

It should be the goal of every company to effectively connect sales and communication channels, to provide the customers a consistent experience across all channels. That’s something we, as a consulting firm, tackle in our projects. We have a look on existing channels, on how to connect them and on how to achieve consistency across the channels. We also consider the omni-channel strategy that often exists in the organizations and derive from that a let’s call it x-commerce strategy for the company.

How does digitization affect the stationary and digital sales?

Digitization doesn’t exclude stationary sales, you rather have to connect both. For example, some booksellers are already combining the channels, selling online and offering pick up at stores. However, we have to make sure that we are consistent throughout all channels, whether stationary, online or by phone. Data consistency means, as an example that when I enter a shop, having made previous purchases always online, I expect them to have my data available. I want to experience the same personal and individual approach that I have online.

Thank you, Torsten Ücker.

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