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Mazars defines comprehensive steps to success in e-commerce

Roadmaps to customer excellence through e-commerce innovation.

Mazars reveals a comprehensive strategy on how businesses ensure they are on track to deliver e-commerce success:

Making sense of the E-commerce revolution  

E-commerce is an increasingly present actor at a time when the digital revolution is at its peak. The challenge for companies in B2C and B2B is to converge towards digital commerce to gain visibility, and opportunity but also to be more competitive in the market. 

The pace of change in e-commerce can be overwhelming, with tightening regulations on data security and privacy (e.g., elimination of the usage of many types of third-party cookies) on one side, and innovations in marketing and social media on the other.

Avoiding common mistakes during implementation

Customer experience and satisfaction are the drivers of commitment. They are the crucial elements to the sustainability of a company in the market. Organizing what you sell and offering a detailed and accurate customer journey is another step that will allow you to be efficient in the market. 

Successfully planning the e-commerce investment

In an ideal world, a company would deploy its systems strategically: Finance + procurement + sales + e-commerce in a logical order. Yet this does not necessarily mean that a company must gut its previous systems to achieve its goals.

Needs vary and a company equipped with the right plan – based on careful analysis of priorities, could still adopt a POS system before adding new financial capabilities.

To succeed, this requires alignment across different business units and teams as successful investments often build on integrated systems and include a broader range of personnel. To ensure successful implementation it is especially important to engage end-user teams so that they feel a sense of ownership and are empowered to become system advocates.

Defining the right customer journey

The digital customer journey is responsible for the loyalty of the customer to the company. Standardized, the customer journey often follows the same steps: Internet search or social media advertising to the brand's website. 

Increasingly, the customer journey may take place through an omnichannel model spanning multiple online and in-store interactions. In-store integrations can support omnichannel scenarios such as in-store kiosks, customer VIP profiles, and coupons, as well as online pickup notifications for orders...

Supporting future purchases

Understanding and listening to the customer's needs are essential elements in building customer loyalty. Collecting this information allows companies to better understand the consumer's buying behaviour and to target the general demand. Also, to engage with loyal customers or to prevent churn, companies can follow up with special promotions or customised marketing campaigns.

Source: Mazars

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