Customers are the indicator of your online store’s success and the driving force in the e-commerce development process. 

NEXT BASKET gives you a full range of opportunities to grow a successful business online and expand it internationally.

To do that, however, you need to know your customers and cater to their needs. 

Who are the customers of the online store?

The profile of your clients may vary in terms of factors such as age, gender, social or economic status, etc. 

Your customers are people who use the internet, have access to a mobile device (smartphone, tablet) or a computer, and generally have the following characteristics: 

  • They prefer the convenience of online shopping. 
  • Their time for shopping is often limited, and online stores are an excellent alternative for purchasing goods quickly and easily. 
  • They look for better prices online. 
  • They need specialized types of goods that are not available in physical proximity to them. 

What types of ecommerce customers are there?

An online store can have several different types of customers:

  • Loyal customers are the regular clients of the e-shop. This buyer group is the smallest one but is crucial to business growth. In the long run, they make the largest share of sales. 
  • Customers with discounts return to the online store to buy only goods on promotions, at individual discounts, etc.
  • Impulsive customers buy a product impulsively and at a particular moment when the corresponding need for purchase arises.
  • Customers with specific consumer needs are not interested in your entire catalog but only in a particular product group within it.
  • Wandering customers don’t shop regularly. They are similar to impulse customers, except that they buy goods as a result of a fleeting decision without having thought through the need beforehand. 

How do customers make a purchase decision?

It is a misconception that price is the leading factor for purchase – evidence of this is that even costly goods have their market, even if limited. 

We describe the five steps of the classic purchase decision model below.

1. The emerging need to purchase

As a retailer, it is difficult to influence this aspect of the purchase decision model, as the need for a product (respectively, the demand) is determined by consumers. 

The retailer’s job is to identify and satisfy this need by offering the right product. 

2. The search for solutions

Consumers usually trust goods that are familiar to them, following the path of minimum resistance and risk.

Therefore, to be a successful online retailer, you must establish your name in the market and prove the quality of your products.

3. Evaluating the alternatives

The solution with the most value wins the race for consumer attention.

In this case, the choice is based not only on the availability of a product that meets the customer’s demand but primarily on product value – price, reviews from other buyers, unique advantages over those offered by competitors in the market, etc.

4. The purchase decision

The purchase process should be as simple and secure as possible for the customer.

This is where store checkout, payment methods, shipping options, and other vital elements of e-commerce matter.

5. Behaviour (reaction) after the purchase

The customer’s behavior after the purchase determines whether they will return to your e-shop. 

Every retailer strives to keep customers returning repeatedly, which depends primarily on the quality of the goods purchased and the level of customer service.

How do you look for customers online?

In e-commerce, finding and attracting new customers is done through a few essential tools.

These are:

  • Successful marketing strategy – using the proper marketing channels, messages, creative approaches, visions, etc., implemented to specific consumer segments will attract the right customers.
  • SEO – optimizing your website for search engine requirements will help it rank better in internet search results and attract potential customers.
  • Testimonials – testimonials from existing customers can be an effective tool for attracting new visitors who are also potential buyers of the products offered.
  • Attend events – getting your business involved in different events in your niche is an excellent opportunity to connect with potential new customers.
  • Sponsorship – different sponsoring events(mainly those that your business target groups would be interested in) contribute to increasing brand visibility and customer contact.
  • Using contact databases – using the contacts of potential customers is an effective way to target your marketing activities to specific target groups appropriately.

Search for new markets – exploring new markets and attracting customers from them is a good way to expand your customer base and your business as a whole.

How do you separate customers who have already bought from your online store?

Customers who have made a purchase can be grouped according to different criteria but are generally divided into the following groups: 

  • Regular (loyal) customers buy regularly from the store, which shows that they appreciate the value of the products, the service, and the experience.
  • One-time customers make just one purchase in your store. The reasons they don’t return for a second purchase can vary: they found a better price at a competitor, are unsatisfied with the quality, etc. Successfully identifying them can help you turn them into regular customers.
  • Irregular customers have made one, two, or more purchases but do not buy from your store regularly.

These segmented customer audiences can be a starting point for your various marketing strategies.

How are customers segmented?

Market segmentation is the process of dividing the customers of a business into specific subgroups based on certain criteria.

The purpose of segmentation is to apply a different marketing campaign to each subgroup of customers to attract them to the store’s products and make new purchases.

The steps in the segmentation process are: 

  • Collection and analysis of customer data;
  • Determining criteria (demographic, geographic, psychological, behavioral, etc.) for segmenting subgroups;
  • Selecting the segments with potential (with the greatest chance of attraction and purchase);
  • Developing a separate marketing strategy for each group.

The NEXT BASKET team is here to help you define, reach, and convert your customers wherever your business is based. All you need to do is a working ecommerce solution and a reliable partner to help you grow – so do not hesitate to reach out and have them both.