eCommerce integrations that increase revenue

Regardless of whether your main sales channel is a physical store, online store, direct sales agent, or others, having an eCommerce solution is an essential part.

Your customers can use your eCommerce solution to:

  • get product/service information
  • communicate with your business via reviews or support chat
  • make referrals
  • register discount codes
  • place orders
  • track orders
  • assess your brand

The last point is a built-in feature. Whether you intended it or not, your eCommerce solution tells customers a story about your business. So it’s always better to make sure that the story told by your eCommerce solution is the story you want to tell because the negative interactions with your eCommerce solution might have a big impact on your sales.

A study run by Empifi in 2022 has shown that 86% of customers will stop buying from a brand after 3 negative experiences. So it makes sense to invest in building a great experience for your customers.

However, creating a great customer experience is only possible if you have the right processes implemented and your IT infrastructure interconnected. For example, how could you improve an order-to-cash process if your eCommerce, CRM, Warehouse, and Delivery Management solutions would not be connected? Data transfer would have to be made manually and thus generate delays in processing orders.

So let’s look at some examples of how you could integrate IT solutions to improve the customer’s experience.

Improve product descriptions with generative solutions

A significant advantage offered by an eCommerce solution is the opportunity to showcase your product or service to a vast audience of potential customers in a cost-effective manner.

If you’re offering is small and doesn’t change very often you might employ a product copywriter. However, if you offer a wide range of products you might decide to cut corners when it comes to product descriptions. The decision to ignore the quality of your product descriptions will have a significant impact on sales.

If you want to see what cutting corners look like, just go on any marketplace and compare the product description of a product sold by a big brand and the description of a similar product sold by a small brand.

The descriptions for the products sold by big brands are almost always more informative and well-structured. This is because big brands understand that investing in rich and informative product descriptions boost sales. So they invest in creating optimized product descriptions in multiple languages that highlight the qualities of the product or service they are selling.

If you have a wide offering it might be time-consuming to build quality descriptions for all your products. However, you could partly automate this by using a Large Language Model (LLM) that is customized to use product information for your PIM system.

The architecture of a possible solution can look something like this:

  1. The eCommerce solution could forward the product description update request to the Managed Integration Solution.
  2. The Managed Integration Solution would generate a product information request that is sent to the PIM system.
  3. The PIM system will return the requested product information which will be used by the Managed Integration Solution to construct the LLM prompt and prompt context.
  4. The LLM will generate the new product description that will be inserted by the Managed Integration Solution into the shop.

Basically, we are using the PIM as a keyword-based storage of context information, and we are using the Managed Integration Solution to convert the data into the different models required by the integrated system.

Lower response times with AI assistants

Having great product descriptions is great. But customers will always have questions or personalization requests and when they come to you with their questions it would be ideal to be as responsive as possible.

Chatbots are a great way to get some of the customer questions answered quickly. An LLM-powered chatbot could easily be connected with a Managed Integration Solution to retrieve and present information about stock availability, active promotions, delivery status, and even register order change requests. If you have the right information stored in CRM you can also integrate it into the chatbot context so that the chatbot can do cross and upselling.

Here is how an availability check flow might be implemented.

  1. The customers ask the Chatbot integrated into the eCommerce solution for estimated delivery times on a certain product.
  2. The request is received by the Managed Integration Solution and sent to the Large Language Model to extract the relevant information (Product Name, Desired Quantity, and Delivery Location).
  3. The Managed Integration Solution queries the Inventory Management System for product availability but discovers that the product is not in stock.
  4. The Managed Integration Solution uses the EDI network to get product availability information from the supplier.
  5. Then the Managed Integration Solution can check the Supplier Contract conditions to estimate when the products can be in stock.
  6. Having this information the next step is for the Managed Integration Solution to request delivery options (schedule and costs) from the Delivery Solution Management.
  7. The Managed Integration Solution aggregates the collected data and sends it to the LLM to formulate a response text.
  8. Then the Managed Integration Solution sends the response text to the Chatbot so it can present the customer with estimated delivery times and costs.

Proactively solve problems by integrating delivery information

The last example I would like to present is preventing customer support requests by providing constant order updates. An integration flow could be created to

  1. Read daily the status of all unprocessed orders.
  2. Update internal tickets or send internal notifications for orders that where not been processed yet.
  3. Delivery status for each shipped order could be obtained from the delivery management solution.
  4. The customers could receive notifications on the current status of their orders.

By keeping your customers informed about the status of their order you decrease the customer support costs while at the same time increasing the customer’s confidence in your brand. On top of this, you can help your team perform better because they can plan and predict workloads based on according to accurate and up-to-date reports.

Integration offering

As you can imagine, these are only a few improvement examples. There are many more processes that can be improved, with integrations, so that your company can deliver great customer service.

To help our customers easily and quickly identify the potential of deploying a Managed Integration Solution we defined the “Integration fitness review“. You can download the Integration fitness review service from here: Resource Acces Form

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