E-COMMERCE: THE DIGITAL LIFECYCLE

The birds eye view of a customer and their online purchase lifecycle is an insight that we have acquired thanks to the digital marketplace and the various business metrics available to track it. Your customers come from different walks of life but manage to purchase your product for similar reasons and desires and go through stages of a lifecycle. These stages are important to understand to better formulate marketing campaigns, product optimizations, and going above and beyond to engage with these individuals to stay relevant and competitive. The lifecycle of the digital consumer is explained in this quick go to guide for your e-commerce business. It is a great opportunity to remedy any issues you might have. 

STAGES

Every customer goes through a customer lifecycle, which involves your brand, various touch points, and most importantly their impression. This lifecycle is an overview of your brand growth through the customers perspective.

  1. Your Reach 

This stage in the lifecycle is the exploratory stage for your consumer and your brand needs to stand out amongst the rest. Your reach must captivate and gravitate towards your target audience. Generally, in e-commerce, a business will grow rather rapidly with the right advertisements in place. This customer lifecycle stage is also called awareness, as it creates (or should create) a strong data field.

2. Acquisition 

This step will be pivotal to your company’s success and therefore should be privatized. How will you retain your target audience? In cosmetics for example, how will you be creative in order to stay afloat the competitive industry and keep these customers content and awaiting new product launches.  At this eCommerce customer lifecycle stage, the level of communication and your ability to convey information through quality and comprehensive marketing is a game changer to understand your future conversions. 

3. Design with The End in Mind

After understanding the initial foundation of your customer journey, you can then focus on four key metrics. Some principal metrics to track for your business such as traffic, conversions, customer spending habits, and your brand margin. All key takeaways for the improvement of your business and development. From here you can actively see sinkholes or windows of opportunity hidden from the human eye thanks to analytics platforms like Google. 

4. Keep the Customer

Two words, loyal customers. This is where you nurture and foster the ever-flowing relationships your brand has cultivated. This CRM marketing approach aids in establishing the everlasting relationships you are on the route to having. By bringing the customer’s attention back to your brand after purchase in a positive manner, you will make it much more likely that they will continue to buy from your brand, and be a loyal customer. To keep a customers, only requires three sub steps, which involves capitating, giving a reason for brand loyalty, which then transforms into repeat purchases. 

5. Advocacy 

The final step in the e-commerce digital lifecycle is positive brand equity, which is the most powerful marketing tool. This has a trick especially when dealing with an industry like cosmetics, where incentives are mentioned left and right. GWP and VIP pricing for members or loyal consumers of a sort. Another form is word of mouth or relatable marketing substances that raises any kind of positive brand awareness and credibility. 

Your Approach

The online customer lifestyle details all of the stages that your online buyers travel through as they interact with your brand.  It is your duty as a marketer to comprehend all the metric channels and digital data in order to better target your audience and formulate fresh initiatives to market your brand and product. Getting to know these key stages of the e-commerce lifecycle will help you envisage your brand’s growth as a cyclical process, as well as identify areas for improvement, and create effective marketing decisions.

XOXO,

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