W4 Blog Marketingblatt



W4 | W4 / July 26, 2018

Since we live in the age of digitization, people have come to expect great user experiences no matter the device they use. Hence companies need to make sure their website is responsive. This also applies to e-commerce shops in both B2B and B2C!

Why should I make my e-commerce website responsive?

Customer expectations show you the way. If you are unable or unwilling to meet their expectations, you run the risk of losing customers to your competitors. An adequate and responsive web design is therefore a must nowadays.

Moreover, more and more millennials are becoming procurers and corporate customers. They are used to seamless navigation through online shopping processes and immediately recognize weaknesses and gaps in the user experience. They want to handle things quickly and do not want to spend time on phone calls, offers or order forms. The mobile commerce process must be digital, fast and efficient.

The increased work-related use of mobile devices such as smartphones and tablets as well as the trend towards home and mobile office (working on the move, eg on the train, at the airport or in the car) additionally underline that e-commerce has to be optimized for mobile access.

According to a B2BecNews survey, 80 percent of the surveyed manufacturers want to increase spending on their B2B e-commerce activities in 2018. They have long recognized this trend and view responsive web design as a necessity.

How do I build my mobile e-commerce?

The best approach is to have a smooth process by going step by step. Your existing e-commerce solution can serve as a valuable springboard that you are going to expand in its functionality. Digital transformation is a continuous process that enables you to implement new, innovative models. If you also want to make your mobile e-commerce more efficient, we recommend the automation of work processes. After all, once you start you might as well do it rights from beginning to end. Automated sales processes make it easier for sales people to sell more and provide customers with a seamless and fast shopping experience.

Furthermore, it is recommended to display personalized content to your customers. Visualize your mobile website or app as a direct link to your customer - email and phone hence become second-class communication channels. For example, you could send push messages via the app if a customer has not ordered any products for some time to remind them of some great offers. Presenting upselling options in the customer login area is another type of personalized content that opens up completely new marketing strategies. Technologies and marketing measures work hand in hand in modern e-commerce.

Make sure your mobile e-commerce can integrate with your existing backend systems with robust APIs and standard extensions. Save valuable resources and get your mobile e-commerce site up and running fast.

Read more on mobile marketing here in our Marketingblatt.

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Sarah Wilhelm
Sarah Wilhelm
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