E-commerce is undoubtedly having a breakout moment both abroad and locally. After capturing 13% of total spending last year locally, industry analysts predict that figure could rise to 17% in coming years as adoption accelerates.
But this explosive growth brings both risks and opportunities for distributors trying to find their niche. Thriving in this climate will likely require investments in elevating your digital presence, modernising delivery systems and providing best-in-class customer service.
Developing a solid online presence
1. Website experience as a brand touchpoint
A retail website serves as a pivotal platform for engaging digitally savvy shoppers. Intuitive navigation lets customers quickly discover products without hassle. Offering thorough descriptions, zoomable images and transparent policies builds trust to encourage purchases.
With over 75% of online orders now coming from mobile devices, mobile-friendliness is no longer just an option - it's an imperative. Prioritising responsive templates and convenient payment options creates seamless user experiences for customers who prefer shopping from the accessibility of their phones.
2. Gaining visibility across channels
Diversifying promotional strategies gets your brand noticed by intended target audiences. Both display and search advertising put products in front of demographics during their online browsing. Developing informative blog content also nurtures awareness while positioning your company as an industry thought leader.
Actively engaging social followers fosters stronger customer connections. Consistently posting compelling updates and offering exclusive deals nurtures audience relationships. Maintaining consistent branding across platforms also amplifies recognition.
3. Conveying brand differentiation
Breaking through e-commerce clutter requires defining a distinct brand identity and voice. Spotlight your unique strengths around product quality, customer service, ethical values or community commitment. Prominently communicating differentiators across websites and promotions attracts the right customers.
Delivery logistics and process efficiencies
1. Inventory planning using online signals
Basing stock decisions on historic and current online sales patterns minimises the risk of out-of-stocks that could hinder revenue goals. Analysing website analytics provides visibility into rising demand during promotions, holidays or seasonal peaks when restocking is vital.
Consider supplier delivery timelines when reordering to avoid unwanted stockouts between orders. Configuring automatic restock triggers provides a helpful safeguard that further protects product availability.
2. Collaborating with reliable transport partners
Reliable nationwide delivery depends on chosen carriers, negotiated shipping rates based on order volumes, and optimised logistics processes. Warehouse management systems minimise manual errors by interconnecting inventory, ordering and dispatch tasks. Dynamic routing adaptations further respond to changing delivery locations.
3. Technology for a competitive edge
Many successful businesses utilise emerging innovations to gain a competitive edge. Capabilities like real-time tracking, automated scanning and warehouse robotics boost supply chain speed and resiliency when facing growing e-commerce volumes. RFID implementation accelerates warehouse operations. Automation assists in managing increasing order volumes with less labour needed.
Delivering exceptional customer care
1. Investing in quality service standards
Surveys indicate consumers expect ever-higher service quality - while positive experiences build advocacy, subpar ones quickly spark complaints. With customer satisfaction being integral for competitive differentiation, proactive improvements are essential.
That's why continual training for customer service teams is so essential. Staff should be well-versed across product catalogues, ordering procedures, and delivery systems to effectively address shopper inquiries. Blending user-friendly self-help options with access to responsive personal support covers diverse needs.
2. Administering returns and refunds with care
Returns and refunds are typical concerns in e-commerce. Address these matters swiftly and respectfully to foster repeat business from your loyal customers. It’s best to align your return processes with legal consumer rights to set clear expectations. Cover the cost of return postage and keep customers informed to reduce their inconvenience.
3. Getting personal with CRM platforms
Centralising shopper information within a customer relationship management (CRM) system accessible company-wide enables tailored promotions based on historical purchases and demographics for an individualised, loyalty-building experience.
Keeping pace with changing landscapes
1. Evolving consumer expectations
Be on the lookout for shifts in consumer behaviour as online shopping habits evolve. Younger shoppers drive increasing demand for ethically and sustainably produced goods alongside convenience factors like flexible delivery and payment options.
Keep website layouts and functionalities updated as digital best practices transform. Cater to the growing number of mobile shoppers by improving your e-commerce category pages for a better user experience.
2. Harnessing future technologies
Applying innovations in artificial intelligence, sensors and data analytics will unlock valuable insights around inventory, logistics and workforce optimisation. This enables data-driven decisions on automation investments to spur operational efficiencies.
3. Maintaining regular compliance
Routinely consult official government and industry websites like the Ministry of Business, Innovation and Employment (MBIE) and Commerce Commission for updates on online retail regulations, fair trading codes, privacy laws and product standards. Review policies periodically and obtain expert guidance to maintain compliance.
Conclusion
As online shopping gains momentum amongst New Zealand consumers, distributors must digitally transform and improve their processes to stay competitive in this rapidly evolving landscape. While digital disruption brings risks, it also offers tremendous opportunities for adaptation.
Distributors taking an integrated approach across online platforms, logistics optimisation and customer care stand well-placed to flourish as more commerce shifts online. Though adapting takes investment, the long-term dividends make it mission-critical. Use these digital strategies as a roadmap to strengthen your e-commerce capabilities.