Consumer sentiment is subdued, but even in challenging times, there are opportunities for growth. In this article, we present strategies that online retailers can use to boost sales and stay competitive despite current challenges.
The revenue in the German e-commerce market has grown steadily since the turn of the millennium. While global crises slightly slowed growth in 2022, the long-term trend remains upward.
However, declining consumer confidence, increasing competition, more demanding customers, and staff shortages continue to challenge e-commerce providers. During the pandemic years, online retailers experienced significant growth, but the current situation reflects a downturn: revenues are decreasing while costs are rising. Therefore, it’s essential for online retailers to adjust their business strategies to align with evolving market conditions.
The most apparent solution: cut costs to increase profit margins. However, there are other approaches to drive business growth. For example, the CMC Print-Mailing Study has shown since 2018 that direct mail campaigns can significantly improve conversion rates in e-commerce. Additionally, the 2023 DHL Online Shopper Survey highlights the importance of smooth logistics and delivery processes in influencing customers’ choice of online shops. Innovative tools can also optimize internal processes, such as customer communication and business correspondence, freeing up resources and easing employee workloads.
1. Increased Website Traffic as a Growth Driver
The CMC Print-Mailing Study, analyzing the impact of print mailings in e-commerce since 2018, reveals that direct mail campaigns can significantly boost conversion rates. According to a 2023 special analysis, 22% of customers who received a print mailing visited the online store afterward. Other findings underline the channel’s effectiveness: a 5.4% conversion rate, a 901% return-on-advertising-spend, and a 10% increase in average cart size compared to previous orders.
Before completely shifting to lower-cost marketing channels like email or social media, online retailers should consider print mailings’ performance data. They offer creative opportunities to showcase products effectively and drive long-term sales growth.
2. Seamless Logistics Enhances Customer Satisfaction
Satisfied customers return; dissatisfied ones don’t – a straightforward principle that holds particular significance in e-commerce. The entire customer journey, from purchase to delivery and returns management, is crucial for customer satisfaction. Insights from the 2023 DHL Online Shopper Survey, which included 11,500 consumers across 13 countries, reveal the following:
– 96% abandon a purchase if delivery options don’t meet their needs.
– 76% prefer doorstep delivery.
– 43% cancel a purchase if the shipping provider doesn’t meet their expectations.
Flexibility and predictability in logistics are key factors in customers’ purchasing decisions. E-commerce providers should assess whether their shipping solutions align with their processes, enable international deliveries, and are easy to use. Ensuring packages arrive undamaged and reliably, in the manner customers prefer, is equally essential.
Lastly, customers value environmentally friendly and sustainable delivery options. The 2023 DHL Online Shopper Survey found that 62% of online shoppers in Germany consider sustainable shipping important.
3. Save Up to 60% on Daily Operations
Streamlining internal processes can enhance both customer satisfaction and operational efficiency, improving resource utilization within the company. Particularly in times of labor shortages, optimizing workflows is as critical as maintaining happy customers. With targeted measures, businesses can cut costs and free up resources for other priorities.
One such measure is hybrid mail delivery, which saves time and money. Many businesses still rely on traditional postal services for important documents like invoices, payment reminders, or payrolls because of the higher attention and readership rates compared to emails. However, this method is time-consuming and expensive, involving tasks like envelope stuffing and stamp application.
With hybrid mail delivery, letters are composed digitally and sent through specialized software, with Deutsche Post handling the printing and climate-neutral delivery. This eliminates the manual steps of folding, stamping, and posting letters. By adopting this method, businesses can save up to 60% on costs, including postage.
Insights, Tips, and Practical Knowledge for Online Retailers
Leveraging the right tools and strategies is key to driving growth in online business. Deutsche Post and DHL offer a dedicated expert platform with free resources and hands-on support for e-commerce retailers:
– Latest Studies, Whitepapers, and Guides: Valuable resources to help plan, design, and execute print mailing campaigns, optimize package delivery and fulfillment, and implement innovative solutions for mail distribution.
– Free Web Sessions and Blog Posts: Stay updated daily with insights on the most relevant topics in e-commerce.
– ecommerce-power.de: This platform serves as a tutorial, idea generator, and comprehensive guide, providing actionable tips and practical expertise to take your online business to the next level.