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ERP Ecommerce Integration – Role in Personalization

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Ecommerce is around for a while now and it is not showing any signs of slowing down. Innovation and customer experience continues to dominate the market like never before. With players like Amazon in the frontend, ecommerce is completely transforming itself around personalization. Large ecommerce players use sophisticated algorithms to achieve this level of personalization. However, smaller and industry focused ecommerce players can build a similar experience for their customers. This article explores the importance of data in building such custom experience.

According to invesp, there is a huge demand and payoff for personalization of a customer’s experience each time. According to the website:

  • 59% of online shoppers believe that it is easier to find more interesting products on a personalized online retail store
  • 56% are more likely to return to a site that recommends products
  • 53% believe that retailers who personalize the shopping experience provide a valuable service
  • 45% are more likely to shop on a site that offers personalized recommendations

Check out their cool infographic for more info - Link

Ecommerce Personalization Use Cases and Role of Data

Personalization, as part of the process, demands many data points. In a connected eco-system, data (in real-time) resides on many systems. This real-time data must be leveraged upon to build the end-user experience. ERP is generally at the center of all the systems and has real-time information, much needed by the ecommerce platform. However, a robust integration is one that fits into the overall strategy, not a standard connector like a virtual connector between two systems. Let us look at some of the customizations an ecommerce player can offer with various data points available.

  • Create an Urgency – Ecommerce players often tend to create timed promotions (like today’s deals by Amazon). These deals are aimed at creating a perception of rush amongst buyers which converts into more sales. While this is not for every ecommerce player, timed offers on certain products or category of products can help increase sales during that period.
    • Data points – Inventory status and shipping availability play a critical role in these scenarios. A misinformation on the inventory level and shipping status can adversely affect brand perception and customer lifetime value. An ERP ecommerce integration can help establish a dependable eco-system that keeps the store up-to-date on vital information. However, most standard customization might not handle this requirement. The integration partner should be able to help you strategize on the data flow to your ecommerce store.
  • Provide options to avoid cart abandonment – This is a serious problem for any ecommerce player with myriad of dimensions to look at. Each store’s abandonment reasons are unique to them and so are the solutions. These solutions can range from free shipping to discount coupons on the successful purchase. Ecommerce eco-system must support these custom requirements.
    • Data Points – Anticipating the problem and designing an experience to avert it can be part of the strategy of ecommerce store. A true growth partner can help you design a solution that make sure the relevant data is populated in the checkout screen (e.g. lower shipping rate, free coupons, discount on the next purchase, etc.)
  • Product Recommendations – Ecommerce stores leveraged on product recommendations for quite some time now. Most customers find the recommendations useful leading to its popularity. However, recommendation engines heavily depend on data to bring the user experience to life.
    • Data points – Information on inventory levels and product relevancy play a critical role in this. A robust ERP ecommerce integration can help you understand push the right information at the right time.
  • Easy to place repeat orders – Your repeat customers’ information can help personalize the checkout experience for them. Custom experience can help reduce the effort required for a customer place a repeat order. This greatly improves the customer experience of a B2B customer.
    • Data points – Order information and customer information are standard parameters in an ERP ecommerce integration. However, a simple integration trigger to push this data before the customer places the order can enhance the user experience of the customer.

Role of a growth partner

Companies must set themselves on a growth path by continuous improvement. The team that they depend on must also share this vision. Collective thinking on these lines can help companies solve tactical challenges like the ones we discussed. Growth partner helps you build your strategy, rather than just with your execution. With such a partner on your side, you can easily address the challenges along the growth part and build a sustainable estore.

About i95Dev

i95Dev helped many companies build connected eco-systems for ecommerce stores across various industries. Some of the big names in the industry include BigSkyTool, Hat Club, Click2Mail, ShockDoctor, QhouseKids, ProAudioStar, etc. Our expertise spans across ERPs including Dynamics GP, NAV, AX, SAP B1 and SAGE 100.

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