Strategies used by

E-commerce
PRESENTED BY:
SAANIYA NIHALANI – 329
ANMOL MOTWANI – 326
MEGHA BANG- 107
PRANALI DHUMAL – 310
RUPEN CHAWLA – 308
ADITI SAWANT – 336
SHIVANI JOSHI- 125
 Branding Strategies
• Brand Elements – It’s crucial to have a elements that are catchy,
easy to understand and remember. It should reflect what your
service is about.

• Brand Positioning – Every brand positions itself in a unique way so

that it can create a niche for itself.

• Customisation / Personalisation – All the players of this service

define their customers well and focus on their needs. Need to speak
to your audience in a way to resonate them.
 Communicate through content – Content is the way to grab the attention of
customers. It creates an experience.

 Storytelling – Customers want to know you and to build an emotional connect

with the audience, this strategy is used best.
 Branding Strategies

 Better serve your customer

 Share brand story
 Champion change
 Extreme Expectations
 Define the market, and exclusively focus on it
 Reflect, refine and upgrade
 Service Quality

Experiences (based
Prior Expectation on perceived
Performance)

Match between
Experiences and
Expectations

Service Quality
Service Quality
Additional capabilities

• Multichannel strategy

• Live chat

• Brand selling via Storytelling

 Reasons for the Gaps
GAP 1- Not knowing what customers expect
Due to lack of personal touch and comprehension by customers. Too many
options confuse the customer.

GAP 2- The wrong service quality standards

Inherent issues in the medium that causes the delay in delivery of services
and after sales service.

GAP 3- The service performance gap

No return policy and delivery of unauthentic material

GAP 4- When promises do not match actual delivery

Due to presence of many touchpoints and lack of accountability.

GAP 5- The difference between customer perception and expectation

High expectation (due to competition) and low delivery.
Gaps Identification (Using the Gaps model)
Customer needs and CUSTOMER
expectations
1. Knowledge Gap
MANAGEMENT
Management definition of
these needs
2. Standards Gap
Translation into
design/delivery specs 4. Internal Communications Gap
3. Delivery Gap
Execution of 4. Advertising and sales
design/delivery specs promises
5. Perceptions Gap
Customer perceptions of Customer interpretation of
service execution communications

Customer experience relative

to expectations
 Suggested Remedies
Knowledge Gap Learn what customers expect
• AI implementation (using data insights) and inclusion of more frontline staff

Standards Gap Specify SQ standards that reflect expectations

• Setting base performance standards and monitoring them at each level of service

Delivery Gap Ensure service performance meets standards

• Call center training, reward system for prompt and viable solution delivery to
customers
Internal Communication Gap Ensure that communications promises are realistic
• Updates from frontline staff and from top management should be clear and realistic
to customers Educate customers to see reality of service quality
Perception Gap delivered
• Avoiding unrealistic communication and providing proof for each service level
Pretest communications so that message is clear &
Interpretation Gap unambiguous
• Testing customer response and perception before new or dynamic service is
introduced
CRM Strategies used in E-commerce

 Provide guest checkout  Track customer’s behaviour

 Offer loyalty programs  Provide outstanding customer

 Try cross sales support

 Send emails  Consider a subscription

 Use content marketing and business model

social media  Show you care

Benefits of CRM Strategies
 Behavioural Analysis and associated marketing
 Decision Support
 Customer Service Integration
 Customer Relationship Identification
 De-duplication
Benefits of CRM Strategies
 Data Cleansing and customer intelligence benefits
 Legislative compliance
 Improved Customer retention
 Accountability credibility
 New proposition development
Thank You