Some years ago to stay progressive on the market the company needed a good marketing campaign, but nowadays that is not enough – it should be personalized to enhance loyalty and conversion rate of the number of customers. What does it mean “personalized”? This idea includes the whole system of promotions, offers and interactions with a customer that are preferable by every exact client. An up-to-date eCommerce CRM solution helps your business personalize all the collaboration processes with a customer, make his every step pleasing and engaging.
Today the e-Commerce industry is a vast field to boost your business, but at the same time the number of competitors in this sphere is growing tremendously fast. That is why to perform at a good level you should understand that CRM is not just extra expenses. CRM is an excellent tool to enhance customer retention, create effective ad campaigns, improve the quality of your offers, and boost up your sales.
Nowadays there is a vast number of retail CRM solutions, so in this article we will give you some key points on choosing the best CRM for the e-Commerce and retail industry.
What is CRM for e-Commerce?
E-commerce customer relationship management (CRM) is software that automates the interacting process with clients. By and large, CRM is an extensive database that stores data for each client and provides tools for carrying out diverse analysis types. It unites customer care managers, sales specialists, business analysts, and marketers to deliver the best service level.
CRM drives a long-term business strategy and short-term plans.
Either you are a small company, a mid-sized one, or a large enterprise offering your products or services in eCommerce & Retail industry, you need an effective tool to analyze your target audience, customer behavior and preferences, qualify leads, create targeted campaigns, note when a customer decides to quit your offer and what customer retention rate you get. Just imagine that 88% of users would leave your store if they face any problems on the website.
Not to miss out on clients, you need to know what they want, why they came to your store, and what makes them return. CRM for the retail industry will help you figure out all these things. It provides the records of purchase history, frequency of payments, clicks on promo links, reasons for contacting support, etc. Wise usage of this information will let you put your business on the right track and create welcoming conditions for new and existing customers.
Benefits of CRM Solutions for e-Commerce & Retail
Do you know that CRM improves customer retention by as much as 27%? Moreover, 3 of 4 clients say they would spend more money in a store if they get a positive experience. This proves the relevance of adopting CRM software for the retail industry and promises ample opportunities for growing your business. Let’s see the benefits you are going to receive.
Conversion of traffic into sales
CRM helps your company qualify leads and analyze customer behavior, so your sales managers see the hottest leads, prioritize them, and close deals more effectively and faster. You can also offer similar and related products, thus, raising the level of up-sells and cross-sells.
Increased sales and brand credibility have a direct cause-and-effect link. As soon as users feel that you are in tune with them, they will repay with their gratitude. Forbes says 68% of users are willing to pay more to companies with better service. In simple terms, if you and your business competitor sell the same T-shirts, it’s OK to raise the price by $5 as long as you take genuine care of the client.
Analysis of team performance
Due to the CRM, you can analyze your team’s work process, how they cooperate with a customer, and how much time they spend on each client. Each team member has a unique role: the manager communicates with customers, the analyst estimates business indicators, and the DevOps specialist studies site performance. Cohesion of your team raises team spirit, enhances the sense of self-worth, and gives good working results.
Entire analytics of customer behavior
CRM provides advanced analytical tools. You can filter data and generate reports on any clients for any period. For example, if you need to track customers who have not been active for a long time, you can do it in just a few clicks. You can find the user’s name, email, and last purchase date in the exported datasheet. Next, you may task a marketing team to compose a special offer and send a welcome back email with the bonus inside. You can also reveal customers lost at some stage of a purchasing process and change the way of interaction, which leads to such losses.
Prospect personas analysis
Get analytical data on every step of your potential customers – what exact services they want to get, how much time they are in touch with your team, why they are interested in such a product or service, at what stage of their journey they decide to buy or leave. Make the customer journey pleasing and accelerated from the first contact to the purchase stage.
CRM plays a key role in business automation and digitalization. By implementing the CRM, you free employees from routine tasks that are not related to their primary duties. For example, you can safely instruct the system to generate reports, send mailings, and produce auto-responses while your team concentrates on in-depth analysis, creative ideas, and deals with complex issues.
CRM has a lot of predefined email and SMS templates for speedy communication with clients. You can customize them as per your needs, distribute among different client groups, and specify the sending time. Remember, the shorter manager’s time to answer is, the higher customer loyalty you get.
The money you spend on implementing a CRM is a good investment. It will result in efficient time management, increased KPI, and more significant sales volumes. The CRM system automates many types of work so you can concentrate on pure business problems. At the output, you cut costs for data collecting and processing and increase sales thanks to motivated employees and engaged customers.
How to Choose a Retail CRM System?
The choice of CRM software for eCommerce development is an important step. While choosing a CRM, platform-based or custom, think about its functionality and technical aspects. But obviously, an out-of-the-box solution lets you have tailored software with unique functions to stand out from your competitors. A significant guide for selection is the core objectives of CRM usage in your exact business. Let’s have a look at CRM types according to their purposes.
Operational CRMs focus on
- contact management
- usage of different channels to interact with prospects (emails, social networks, calls, etc.)
- automated registration and analysis of customers’ requests
- reports on some organizational moments
- typo scenarios of working algorithms with clients and prospect personas
Analytical CRMs focus on
- information gathering from each interaction with a client
- analysis and planning of different work algorithms
- sorting of customers and their analysis based on the exact criteria
- building forecasts about client behavior
Strategic CRMs focus on
- the involvement of all the departments (sales, marketing, support) and their integration to enhance clients’ trust and loyalty
- the quality of your service and interaction with clients
To find out the best option think over the following questions:
- What core functional features do you need in a CRM?
- What are the most inefficient processes in your business, and how can CRM help make them lucrative?
- Who in your team will use a CRM, and what crucial opportunities does it give to the team?
- What is the budget you are eager to spend on CRM development?
- What kind of third party services would you like to integrate with a CRM?
Key Features of e-Commerce CRM Software
Most CRM systems have vast customization opportunities so that you can adjust them as per your needs. However, there are a few must-have features that you shouldn’t ignore. Let’s take a closer look at them.
Pipelines and funnels monitoring
The creation of pipelines is extremely significant to the sales department. Analysis of the funnels’ effectiveness helps you observe which promotions and campaigns were the least and the most conversional.
In the modern world, binding to the office desk and PC is no longer relevant. With a mobile app, the staff members can work on the go and stay connected 24/7. Such an approach is convenient for both parties. It brings flexibility to employees and raises business indicators to owners.
CRM should help you analyze leads from different sources – your website, ads, emails, etc. and track how they interact with your company. Turn leads into real clients carrying on a dialogue with prospects having all the necessary information at hand.
Usage of chatbots through leading messengers like Facebook, Telegram, WhatsUp, Viber, Skype, and WeChat enhances buyers’ impulse purchases due to fast communication, excluding long waiting hours.
Automation of all processes
You can automate your customers’ ranging process and set email triggers not to let your customers leave the website without a purchase. All data gathering processes are automated and systematized, so you see which products are in high demand or quickly personalize customer interaction with your sales department.
It gives you a possibility to create email offers tailored to particular customers’ categories and unobtrusive notifications in case the customer didn’t finish the process of purchasing, for example, information about goods in his shopping cart or a letter to proceed with the payment in case it was unsuccessful.
The CRM interface should be ergonomic and simple. The faster you and your employees master all the nuances of work, the better it is. We recommend trying several systems before making a decision. Most of them offer a free trial, so it’s only a matter of time.
Integration with modules
Online merchants interact with different companies, such as delivery services and accounting modules. When choosing a CRM in retailing, make sure it supports integration with third-party services. This function is crucial for setting up an extensive infrastructure and dynamic running of the online store.
Sooner or later, you may have some questions that need to be resolved asap. So, a competent support team is vital for dealing with emergency cases and daily issues. Some developers offer free training courses to work with their CRM. Don’t refuse to take some if you have a chance.
8 Best e-Commerce CRM Solutions
You’re looking for the best CRM for eCommerce? Software Advice has created a list of classy CRMs based on customer reviews and recommendations. Let’s see who takes the top positions.
Zendesk Sell offers intuitive software for automating sales management. It has both web and mobile versions and is suitable for B2B and B2C deals. Sell allows collecting data from various sources, such as websites, databases, and marketing platforms. Thanks to a handy reporting feature, users can get a full picture of the current business state and turn it in the right direction.
Zendesk Sell uses AI-driven technologies to take your sales to the next level. You can apply different analysis techniques to review the business from any perspective and set further goals. Fully automatable sales cycles will let you forget about routine manual work. Besides, you can cheer up your employees with the gamified features that allow sharing results in an unusual manner.
HubSpot Sales Hub
HubSpot Sales Hub offers solutions for businesses of all sizes – from a small startup to a huge corporation. Regardless of what stage of development your company is at, you can choose the fitting solution from four available: Sales Hub Free, Sales Hub Starter, Sales Hub Professional, or Sales Hub Enterprise.
NetSuite CRM is suitable for mid-sized organizations of various types of activities, including retail. Its functions expand to sales force automation, marketing analysis, customer segmentation, lead generation, partnership management, and more. The company offers a full-fledged iOS app that enables the staff to work on the go.
Thryv is a niche player that provides a robust solution for small businesses. It aims to help growing companies enter the market and strengthen their online presence. The feature set automates all areas of internal and external activities. For example, the employees can schedule meetings, set up reminders, send invoices, and others.
Top Producer is a real catch for real estate agents. This CRM is a purpose-built solution that allows you to lead clients from the first contact to signing an agreement. Thanks to in-built analytics, you can create personalized offers, send perfectly structured templates, share real estate listings, and work on the overall client-oriented strategy.
Salesforce is often considered top CRM for eCommerce that supplies software for firms of any size and trade branch. It allows you to fully automate the sales process, letting managers focus on buyers rather than paperwork. Official Salesforce page claims using their system may increase your sales by 26%. The company offers a super service package to digitize the entire business in one place.
Claritysoft is a comprehensive CRM system that is guided by the “Simple is better” philosophy. It has a convenient interface and handy tools to manage your customers and sales in a few clicks. The software is easily integrated with other platforms, so you don’t have to revise your current ecosystem thoroughly. Claritysoft targets large and medium clients but may work for small companies as well.
Custom e-Commerce CRM Development VS Out-of-the-Box Solution
The number of CRMs on the market is vast. There are both standalone apps and online services with cloud synchronization. Today, it is possible to find a system for every taste and budget. However, in some cases, it makes sense to build CRM for eCommerce from scratch.
For example, small companies may find most CRMs too expensive or staffed with unnecessary features. Plus, such businesses look for a simple implementation, with no need to make extra configuration or go through special training.
At the same time, for large corporations, existing functions may not be sufficient. For them, it may be wiser to invest in development than to pay for customization. Besides, a monthly fee for big businesses comes to a pretty penny.
The Step-by-Step Process of Custom Retail CRM Development
If you decide to build a CRM for an eCommerce website, think carefully about the key objectives a CRM should follow, which team members will use it, and the level of security of the data you need. Here is what we do to build a tailored CRM:
01 Data gathering and grinding of necessary features
So, the first step of any CRM development process is understanding core objectives and grinding required features. We launch a series of interviews with your key employees to get a complete picture of what kind of product you need. A business analyst should also study the industry in which you operate in and your competitors. This allows us to offer unique features and help you stand out from the crowd.
02 Planning and brainstorming
After all the data is collected, the team brainstorm, and the project manager draws up terms of reference. This document describes all your ideas in the form of tasks for developers. It also specifies the tech stack, team members, and deadlines for each development stage. The customer reads the document and makes the necessary changes. When all the points are agreed upon, we prepare the final version of the paper.
03 Design and providing a prototype
After signing the contract, we move to the development phase. Designers think over the UX / UI design to make your CRM clear-to-use and handy. After the design is agreed, you can proceed to the next step.
04 CRM software development process and testing
Front-end and back-end engineers and developers work properly on your project according to the specifications step by step. QA engineers run test cases to provide detailed information on bugs they find.
05 CRM release and support
After all the previous steps are made and the product is ready-to-use, you can finally reveal its power as an advantageous tool for boosting your business processes.
Looking for a Trustworthy CRM Development Team?
If you want to succeed in your business and open up new horizons, you need to take care of customers. First of all, it should be manifested in a deep understanding of their needs and desired outcome, and for this, you need a high-tech tool – eCommerce CRM software. There are plenty of them in the market. Yet, if you want a perfect one, you should conduct a thorough study and get expert help.
At JoinSoft, we work with merchants of various sizes. Our clients range from small traders to large corporations. When receiving another order, we analyze the client’s business and advise the product that 100% meets their needs. If you need CRM software for the retail industry and doubt whether to choose a ready-made solution or develop it from scratch, contact us. We will help you make the right choice.