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E-commerce must evolve from isolated transactions to delivering enduring customer relationships



When you first think about e-commerce, it’s very easy to jump to the conclusion that each customer‘s commerce experience ends with a completed transaction in the online shop. However, this is exactly the moment when it starts to get interesting. This first conversion should merely be seen as the start of a long-lasting relationship with customers instead. E-commerce businesses will continuously develop away from a focus on singular transactions – shifting instead towards a focus on long-lasting relationships with their customers that in turn will lead to repeated purchases.

The total customer experience is ultimately shaped by the factual and emotional presentation of the products, the consistent digital representation of the brand and its values, the entire buying experience and last but not least, the after-sales customer service experience. The commerce experience starts with the first conversion, it does not end with it.

In this paper, you will discover:

  • That businesses need to bring together their advertising, marketing, e-commerce and CRM-capabilities
  • That businesses need to optimise entire customer journeys instead of siloed channels
  • That the digital and physical commerce experience that a business provides to its customers will add substantially to its brand equity
  • That a proprietary online store for a brand is not only a place to make money through simply selling your products; it’s also an opportunity to understand customers’ behaviour by collecting and refining first-party data.
  • That digital commerce means more than a digital transaction, but that it needs to be seen in a omnichannel-context