Consumers are bombarded with sales and marketing messages everywhere they go, be it via billboard advertisements, emails, TV or while browsing Facebook. With a seemingly never-ending plethora of options, consumers these days are clued up enough to know that they can compare goods online to get the best deal.

With so many choices out there and so many tempting offers, how can online retailers persuade consumers to shop with them? What could differentiate your business from anyone else’s?

Cost, of course, is a major factor for any consumer, but it is not the only one. Engagement, convenience, quality and customer service all feature pretty strongly on the list. How many times have you been warned ‘buy cheap, buy twice’? It’s important for anyone in ecommerce to lay the right foundations, get a solid infrastructure in place and ensure they have the right technology to cope with demand.

As we’re on the subject, though, what about cost? There are ways in which businesses can save money. One such way is by adopting service as a software (SaaS) applications, which are hosted via the cloud. These are applications which most businesses use, such as financial, customer service and invoicing. However, by using SaaS versions, a business’ expenditure can be greatly reduced.

There are no set-up charges, no need for expensive equipment, no need for in-house specialists or the requirement to buy physical software and associated updates. Like using colocation hosting services, management, maintenance and updating is all taken out of the business’s hands, plus charging is on a “pay as you go basis”. Therefore lower operational costs could be passed on to the consumer, making a business suddenly more competitive.

Engaging consumers is important for any ecommerce business, but this too can be influenced through the use of SaaS applications. Comprehensive technology can allow a business to get a clearer idea of their consumers, produce reports and thus determine ways in which to better direct their marketing efforts.

Not only that, but SaaS applications are typically easy to use; providing a seamless transaction, one which a consumer will remember and possibly share with friends. These applications can deliver an improved, convenient customer experience which may encourage a consumer to return time and time again – which is obviously great news for an online retailer! Plus anyone can access SaaS applications so long as there is a web browser, so it could be your customers buying your products on the train!

SaaS applications can also enable a more effective, efficient resolution of issues and enquiries. Many of the applications can fit in with Microsoft Office; great for extracting data. This can enable customer services staff to retrieve a consumer’s details and better deal with the problem. With any luck, they might actually be able to turn a complaint into a life-long advocate of the company. It also allows for the improved provision of support and guidance to those who are unsure or stuck.

It’s not easy to gain competitive advantage; however using effective technological innovations – especially ones which translate to customer service – is certainly a giant step in the right direction.

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