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Why do I need an e-commerce strategy?

Why do I need an e-commerce strategy?

Why do I need an e-commerce strategy?

A guide, ‘How can my hospitality business set the right e‑commerce strategy?‘ accompanies this blog.

The world’s consumers are coming to depend on the mobility, flexibility and personalisation that the digital world provides them, especially the younger generations. No matter the industry or business they are engaging with, the sub-40s (and many over 40) expect a seamless, digital experience. Enter e-commerce: “the buying and selling of products and services by businesses and consumers over the Internet”.

E-commerce for hospitality
It’s understandable that hospitality companies may not initially understand why they need an e-commerce offering, after all, they aren’t selling the sort of products found in supermarkets or retail outlets. But they do. The word ‘e-commerce’ may conjure an image of twenty-somethings shopping for clothes, or a family ordering groceries online, but there is so much more to it than this. As well as selling physical products, e-commerce technology can be used to arrange meetings, book tables or rooms, pre-order food, manage loyalty schemes or communicate directly with customers.

It’s also important for online visibility. Since the inception of the internet, e-commerce has played an ever more important role in the marketing of companies of all sizes. Now businesses are competing for top billing, not just on the high street, but in the online environment. The hospitality industry is no exception. The more routes for a customer to interact with a brand, the better in the eyes of Google Search.

Arguably, the greatest benefit of e-commerce for the hospitality industry is the convenience it provides. Present customers with a convenient and easy experience and they will return to you repeatedly.

The power of pre-ordering
An e-commerce technology known to improve customer convenience is pre-ordering. Through a pre-ordering online or mobile platform companies can reduce customer waiting times, raise the average spend per customer and strengthen brand loyalty. Such platforms can further promote convenience by allowing owners to log in and update their customers’ view in seconds. Whether it’s changing a menu to include the daily special or to mark a product as out-of-stock, this ease of access and adaptation is perfect for streamlining business productivity and improving the customer experience.

From the consumers’ point of view the convenience of pre-ordering comes from the time and, potentially, money it saves them. There’s no need to trawl up and down a high street reading menus when the same thing can be accessed instantly through apps and websites. More than that, an online pre-order portal can be made accessible 24 hours a day. The customer may not be ordering at 3am, but they can still see what a restaurant has on offer and order for the next day. They can also access unique offers and promotions that the business makes available to loyal customers, something that builds their brand loyalty and encourages them to order time and again.

Strategising e-commerce
E-commerce gives businesses and their customers round-the-clock convenience and a good e-commerce strategy, properly implemented, can drive higher traffic alongside an increase in sales and profits. To lack an e-commerce solution is akin to a crime in the eyes of some consumers, and may even repel prospective customers from a brand. We are in an age when consumers rely on the internet to seek new sources of information, fast, and then use the information they find to make purchasing decisions. If they find a brand, and enjoy the experience they have with it, they can easily become brand ambassadors. E-commerce technology integrates into every aspect of a brand experience, and as we know, good hospitality is all about the experience.

If you’re concerned that your e-commerce strategy needs updating, you would like to know how to put the right strategy in place, or want advice on implementing a strategy, we have written a handy, free guide for your convenience. Simply download it here.

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Hvorfor har min virksomhed brug for en E-handels strategi?

Hvorfor har min virksomhed brug for en E-handels strategi?

Hvorfor har min virksomhed brug for en E-handels strategi?

GuidenHvordan kan min virksomhed lægge den rigtig E-handelsstrategi?‘ bliver fulgt op af denne blok.

Forbruger over hele verden bliver mere og mere afhængige af den mobilitet, fleksibilitet og personaliseringen som den digitale verden byder på, især de yngre generationer. Uanset hvilken industri eller virksomhed de er i berøring med forventer generationerne under 40 år, og sikkert også mange ældre, en nem og problemfri digital oplevelse.

E-handle i hospitality branchen
Det er forståeligt at virksomheder i hospitality branchen ikke kan se meningen med at tilbyde e-handel, de sælger jo ikke umiddelbart de samme produkter som i supermarkedet eller detailbutikkerne. Men det gør de! Ordet e-handel bliver hurtigt associeret med at shoppe tøj eller dagligvare på internettet, men det er meget mere end det. E-handelsteknologi kan bruges til meget andet en at shoppe fysiske vare, man kan arrangere et møde, booke hotelværelse eller et bord på en restaurant, forudbestille mad, håndtere loyalitetsprogrammer eller kommunikere direkte med kunderne.

Synlighed er vigtigt. Siden etableringen af internettet har e-handel spillet en stadig vigtigere rolle i marketingen af virksomheder i alle størrelser. Og hospitalitybranchen er ikke en undtagelse. Jo flere måder en kunde kan interagere med et brand, desto bedre synlighed for brandet på Google Search.

For hospitalitybranchen er den største fordel ved e-handel den bekvemlighed det giver. Kunder der har oplevet denne bekvemlighed og nemhed, vil komme tilbage, gentagene gange.

Styrken ved forudbestilling
En e-handelsteknologi som er kendt for at forbedre bekvemligheden for kunderne  er forudbestilling. Gennem en online og mobil platform kan virksomheder reducere kundernes vente tid, øge gennemsnitssalget samt styrken virksomhedens brand ved loyalitetsprogrammer. Denne platform kan ydermere promovere kundernes bekvemmelighed ved at kommunikere med kunderne gennem platformen. For eksempel ved at ændre menuen så den indeholder dagens ret, eller ændre en vare til udsolgt. Denne nemme tilgang er perfekt til at strømline virksomhedens produktivitet og forbedre kundernes oplevelse.

Fra kundernes perspektiv vil bekvemligheden fra forestilling komme fra den tid, og potentielt, de penge de spare. Der er ingen grund til at gå op og ned af restaurantgaderne, når alle menuer findes på en app på telefonen. Bedre endnu, online forudbestilling kan tilgås 24 timer i døgnet. Det er nok de færreste kunder der bestiller mad kl. 3 om natten, men ikke desto mindre kan de få et overblik over hvilke retter restauranten tilbyder dagen efter. De har også adgang til specielle tilbud og kampagner som virksomheden gør tilgængelig for loyale kunder, hvilket som skaber et incitament for kunder til at komme tilbage igen og igen.

Strategisk e-handel
E-handel giver virksomheder og deres kunder bekvemlighed døgnet rundt og en god e-handelsstrategi, som er korrekt gennemført, kan skabe øget salg og indkomst. Ikke at tilbyde en e-handelsløsning er i mange forbrugers øjne beslægtet med en forbrydelse, og i værste tilfælde vil det kunden slet ikke bruge dit brand. Vi lever i en tid hvor forbrugerne er afhænge af finde nye måder at få information på, og derefter bruge informationen til at træffe beslutninger. Hvis de finder et brand og de nyder den oplevelse de har haft, kan denne kunde nemt blive brand ambassadør. E-handelsteknologi kan integreres i alle aspekter af en virksomhed, og som vi ved; god hospitality afhænger altid af oplevelsen.

Hvis du er bekymret for om din e-handelsstrategi trænger til en update, hvordan du sammensætter den rigtig strategi eller hvis du vil have råd til hvordan du implementere en strategi, så har vi skrevet en gratis guid til dig. Du skal bare downloade den her.

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