From Browse to Buy: PollCart Thoughts on Driving Customer Engagement

Various strategies for driving customer engagement – what’s old is new again

As the international band of technologists, business experts and people of mystery known as the PollCart team drives to the finish line of the development, we continue to discuss our solution with customer engagement experts in the online e-retailer world.  The puzzle is the same as it has ever been:  If a customer shows up, how do you get that customer to stay and purchase.

It is great when people show up and look around, browse, kick the tires and generally check things out.  How do you get from browse to buy?  In the buzzwords of our industry, how do you get the prospective customer to convert?

This brings me to the “6 Strategies to Drive Customer Engagement” article from Forbes by Erika Maguire from last year.  It makes the point that “[I]n order to survive today’s ever-changing landscape, businesses need to provide real-time, personalized experiences that reach customers just as they need them.”  It goes on to provide such examples as mobile push notifications or emails promoting sales.

The article promotes such strategies that we group in this way:

  1. Customer Experience.

The customer experience should be simple, easy to use and provide the customer with useful information to assist and encourage engagement with the company.

  1. Data, Big Data and More and Bigger Data.

Companies should take advantage of the data and analytics tools provided by customer engagement on social media.  This includes identifying trends for product development and for receiving and responding to customer feedback.  Most importantly, this includes using this information to anticipate and act on customer needs.

There was nothing groundbreaking in the article, as it was consistent with the research we had done while developing PollCart.  Our thought was not just how to engage with customers, but how to help customers engage with each other using the retailers products as the basis for the conversion.

This is Social Commerce!  This is customer engagement on steroids.  It is a truism in marketing that word of mouth advertising is the most effective advertising.  Would a push notice from OnlineStuff be more effective than a customer polling their friends about the awesome product form OnlineStuff that it is considering?  In this respect, PollCart’s Social Commerce strategy flips the paradigm, and the customer becomes the marketer.

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