Differentiation in the field of E-Commerce

For online marketers, differentiation from their competitors (domestic or not) is becoming increasingly imperative for their success.

The lack of differentiation criteria has resulted in more and more online stores fighting for consumer preference, which in fact are similar to each other. In Germany alone, there are 371,000 online stores, while in Greece, their number is according to ELTRUN in over 2,500.

The rapid technological development has resulted in forgetting the communication performance of online stores. Technology, however, does not sell by itself! In the future, only these online stores will be successful, which will be clearly differentiated from their competitors. The predominant way to achieve this differentiation is to sensitize customers, as emotions create excitement which in turn creates loyalty that permanently engages the customer. Enthusiastic emotional factors increase various economic variables, related to increased market repetition, decreased sensitivity to the price factor and the optimization of cross-selling.

Unfortunately, in e-commerce, with a few exceptions, this has not been implemented. For many online store managers, but also for their Internet partner companies, simply posting a photo is still the ultimate tool for awakening emotions. At the same time, with reasons such as that the emotion is not measured by Google or that the application is an expensive case, attempts are made to justify the above tactic. Instead, the money is invested in SEO (Search Engine Optimization) and SEM (Search Engine Marketing) activities, Affiliate Networks and online advertising campaigns to attract more visitors to their online store. But they themselves do not wonder which of the features and information of their products reach the customer. Correspondingly, the "emotion" factor is not analyzed at all and is therefore not included in the reports of Web Analytics.

As a result of the above, the presentations of the products-services are dissuasive (see its websiteNational Bank) or identical (see offer sites) or leave the customer at the mercy of the plethora of options on their website. And this applies independently to both "low involvement" products (eg consumer loans) and the purchase of luxury goods (eg watches). At the same time, many websites do not listen to the "voice" of the customer, although the "click" of the customer represents in itself a complete receipt or service, or his desire to buy a particular product or service.

In order to maintain your customers on a permanent basis and build trust with them, you need to get into their minds and hearts through neuromarketing. For their emotional involvement, tools are needed, which are clearly addressed to your clients in the emotional part (see the following pictogram):

Authentic communication

To achieve authentic communication, just ask yourself how a great salesperson would react during the sales process at a physical store or how a customer statement could be interpreted in a conversation by using their "mouse". You will be surprised by the results. This is because if your online store - your website could listen to what the customer is saying through their "mouse", then you would very quickly adopt completely new conceptual approaches.

Multisensory approach

Communicate the same message to your customer, while using different channels of perception in order to leave a lasting impression. The transmission of a message at the same time through different channels of perception, leads to a neural enhancement mechanism. The above mechanism ensures the experience of the result in our consciousness up to ten times stronger than one would expect, compared to the cumulative power of the individual impressions of the senses. The more the senses of your customers you address, the greater the final effect. The holding power of a message is greater when we act interactively, that is, when we participate, co-organize, experience.

Human illustration

Emotional influence increases through the virtual representation of a character or a person (see the video of the German insurance Cosmos Direct). Visual information has significant advantages over written information, as the images are more appealing than the text, while they are usually observed before the texts, are better learned and are remembered for longer.

In addition, people behave differently in the presence of another person than when they are alone. For such a change of behavior, the presence of the other is not considered necessary. Scientific research has shown that when a person appears on the screen, people's reactions are different from when written information appears. Once a simple website is turned into a sales consultant, the physical sale is launched. For a website to be successful, then, it must ideally convey sympathy. This is achieved only when the "human" factor is taken into account, as a static website can not release any emotions and activate them "mirror neurons»Of the user's brain.


Another clever factor of excitement, which is gaining more and more importance on the internet, is "Storytelling". Through storytelling, users are given the opportunity to influence "stories" and participate interactively. Presenting a product in a beautiful way, such as through the wrapping of a story and a clever concept, becomes more comprehensible to users than individual terms, lengthy texts and diagrams. Research has shown that products that are accompanied by good stories can increase the selling price between 30 and 30,000 percent. For this reason, stories around the e-shop brand should be used as key features of the narrative. In the age of fun and experience, the user expects a story. If he does not receive it, he simply leaves the online store.

Customer participation

The new generation of storytelling is the content created by the user himself (user generated content) with his participation. A typical example of such are platforms product or service evaluations. This is because the story that the customer himself has experienced, e.g. in a hotel, through its authenticity, acts much more powerfully than the same page of that particular hotel. Also, the mechanisms of sensitizing the shopping experience through gaming are gaining more and more popularity. Consumers no longer want to talk about brands, but prefer to contact you directly. Along with social media, not only the buying behavior of consumers has changed, but also the communication behavior that is now extremely different, promoting open dialogue with the customer. Through this integration, customers can feel part of a brand, which is often exciting.

Directed product presentations

One of the key success factors in e-commerce is product presentations that activate all the senses of the prospective consumer, creating excellent opportunities to differentiate themselves from the competition.

So for example, various attractive and new forms of directing can produce surprise. This in turn can cause desirable associations compared to the product. Respectively, product directing in the form of 3D illustrations or her augmented reality as well as use video, release a shopping experience, which is similar to a real shopping experience.

Digital assistants

Through digital assistants, the line between physical outlets and e-commerce is blurred. In the example of German easy Credit, the digital saleswoman explains to the interested customer how they should fill in this form in order to receive a personalized consumer loan offer. Accordingly, the use of digital assistants is not limited to the presentation-sale of services, but can also be used in the presentation-sale of products.

The internet is the new focal point for both new and existing customer care. Get creative and adapt the above tools to your own web applications, your business and your business model. Your customers will thank you for this ίδιο so will your pocket!

SOURCE: https://www.epixeiro.gr