With improved user experiences being at the top of global retailers' “to-do” list, new forms of marketing and sales generation are being developed. And as incorporating the new methods into business processes may provoke challenges in the rapidly changing environment, AsstrA would like to give an overview of the new trends shaping the logistics sector.
At the moment, multi-channel or cross-channel marketing solutions are seeing dynamic popularity among logistics companies. Analysts observe a shift away from traditional marketing approaches and see huge growth potential in the omni-channel solutions that are entering the picture. Consumer buying behavior has changed significantly with the rise of the Internet, cloud technology, smartphones, and other handheld devices all over the world. Consumers' use of different channels to order products or services drive retailers to focus on developing omni-sales solutions and to create stronger engagement with buyers.
Omni-channel solutions are designed to be part of all user experiences any place, any time, any way, and by any channel, mostly via Internet and mobile devices. The solutions seek to modernize not only marketing and sales but also merchandising and delivery operations. In order to improve user experience for shoppers, companies taking an omni-channel approach utilize purchasing data from previous users to optimize their ongoing business strategies.
Analysts see a great opportunity for logistics companies to share in their retail clients' omni-channel strategies. Logistics providers can enable personalized, cost-efficient, flexible, and fast deliveries. For example, if while executing an omni-channel strategy a retailer makes a new, specially priced product available to mobile customers with just one click (as do Amazon, Alieexpress, E-bay and others), the company should have already worked out delivery costs so as not to incur losses in the transaction. Customers' satisfaction levels rise with every timely, safe, and affordable delivery completed.
Manufacturing business also benefit from omni-channel marketing by way of more targeted product feedback, which enables a faster profit-driven production pace and even the introduction of new, more personalized products to the market. Personalized designs, reviews from other shoppers, and delivery times are often keys to success in the largest online marketplaces, where there is intense competition between similar – and similarly priced – products from different providers. The best-selling products in a low-cost category (such as cellphone cases, one-season trending jewelry, or casual clothes) are the ones which stand out with unique, funny, or attractive designs while remaining affordable. This sales pattern reflects omni-channel consumer preferences driven by passion instead of rational selection based on necessity. These consumers buy what they love, not what they need.
Logistics enterprises do not always posses all the necessary organizational capabilities to service omni-channel driven orders effectively. But it's clear that demand for them is growing. Natalia Eremenco, AsstrA Sales and Marketing Director, comments:
«AsstrA has already restructured its business processes in order to improve mobile and web platform user experiences, boost data-driven sales, improve customer engagement, and most importantly offer AsstrA clients faster and more cost-effective omni-channel logistics solutions. Among omni-channel retailers, the highest demand is being observed for partial loads delivery by high-speed trains and aircraft.»
Successful collaboration with the regions' strongest transport and insurance partners continues to allow AsstrA to gain market share in East Asia and Central Asia. The growing popularity of e-commerce is just one example of the importance of new omni-channel sales and marketing strategies – companies still sitting on the sidelines should take note.