Data-Driven Sales: 5 Ways Sellers Can Use Ecommerce to Personalise Account Engagement

While data can seem overwhelming, it's a treasure trove of insights. Every interaction on an ecommerce site provides an opportunity to understand customer preferences and behaviour, allowing sales reps to deliver a more personalised and compelling sales pitch.

Imagine if you could listen in every time someone looked at a product or added something to their cart on your website. That’s pretty much what ecommerce data does!

• Every click tells a story: From browsing to adding items to the cart, each interaction can give insights into a customer's preferences and buying intention.
• Example: Sarah adds a premium product to her cart multiple times but hesitates to complete the purchase. This is a clear signal for sales reps to engage with a tailored demo or offer, demonstrating the real value she'd gain from the product.
  
• Abandoned carts are a goldmine of opportunity: High-value items left in carts can offer crucial insights.
• Example: John frequently loads his cart with products totaling over £500 but only checks out with £300 worth of items. Maybe he's shopping around for better deals or is unsure about some items. Such behaviour could indicate a desire for bulk purchase discounts or other special offers. What if you could give him a special offer or more information to help him decide?

By analysing past purchases, sales reps can identify patterns and correlations that reveal complementary products that a customer may be interested in. This approach goes beyond simply suggesting products similar to those previously purchased; it delves into understanding the underlying reasons behind the customer's choices and recommending products that align with their evolving needs and interests.

For instance, a customer has frequently purchased welding helmets, gloves, and safety glasses. This suggests that they are actively involved in welding tasks. To enhance their safety and protect their well-being, sales reps can recommend complementary products such as welding aprons and protective sleeves, welding tables, and welding gas regulators.

Personalised product recommendations based on purchase history data offer several benefits:

• Enhanced customer satisfaction: By recommending relevant and complementary products, sales reps demonstrate their understanding of customer needs and preferences, increasing customer satisfaction and loyalty.
• Increased sales opportunities: Recommending complementary products opens new sales opportunities, as customers may not have been aware of or considered these items independently.
• Improved average order value: By recommending additional products that align with the customer's interests, sales reps can increase the average order value, boosting overall revenue.
• Stronger customer relationships: Personalised product recommendations foster a sense of trust and understanding between sales reps and customers, strengthening the overall customer relationship.

Not every customer is the same. That's why it's a good idea to group them based on their shopping habits. Think of it like setting up different aisles in a store:

• The big spenders: Look at order values to identify those who consistently check out high-priced items.
• The window shoppers: Examine buying frequencies to identify who browses but rarely buys.
• The regulars: Customers who come back time and time again.

By understanding these groups, you can tailor your pitches. For instance, the Big Spenders might love to hear about new premium HVAC systems or top-of-the-line safety gear. The Regulars? They might appreciate a loyalty discount or early access to sales.

Nobody likes waiting forever for their order. If you notice someone is consistently getting their plumbing supplies later than they’d like, that's a cue! Shipping data is often overlooked but holds immense potential. Delays in shipping or frequent expedited shipping requests can offer sales reps cues to suggest faster logistics or to inform customers about expedited shipping options in advance.

We all have those customers who have gone quiet. Sales reps can determine engagement levels by analysing the last time a customer ordered or logged in.

Sales reps should consider setting up a personalised call for accounts showing minimal site usage or purchase activity. This offers an opportunity to walk the customer through the platform, highlighting its benefits and features, thereby potentially reactivating dormant accounts.