Table of contents
Fullcommerce is the most efficient alternative to create brands with unified and agile management that achieve high performance for their e-commerce vnpay database package businesses. Learn about the stages that make up the fullcommerce growth cycle and how they allow you to convert more sales in e-commerce .
This omnichannel strategy is responsible for composing all the services that a business requires to operate and make the channel profitable , but keeping all points of contact with the customer integrated and communicating with each other.
We are talking about the set of processes, technology and services that are needed to manage and implement a high-performance e-commerce strategy that is sustainable over time.
But what is the full-commerce growth process or cycle? In the purchasing process, there are several steps that happen before the customer makes the purchase, as well as others that happen after the customer has what they bought in their hands.
Therefore, this model that adopts a continuous experimentation approach requires an in-depth understanding of the funnel and a move away from seeing the business in a simple way and, in reality, having a more comprehensive view of it and understanding it as a cycle made up of 8 phases.
Chart showing the full-commerce growth cycle
And here we will stop at each of these phases:
The fullcommerce growth cycle
1. Pre Awareness: Brand Building
Let's consider the market as a pyramid. At its base are those people who are not in an active purchasing mode, are not clear that they have a problem and are much less looking for a solution.
Therefore, this stage is about creating a relationship with these people. This should not be in any way aggressive or insistent, but should aim to arouse intrigue and curiosity in order to awaken in these potential clients an interest in getting to know our brand.
Buyer personas are also created here . These are profiles that characterize our ideal client and help us know how to position our brand to make it fit properly in the target market.
A case that exemplifies this step very well is that of Makro, a super wholesaler with more than 50 years of experience in the global market, which saw a very interesting opportunity with the arrival of the pandemic and transferred an offline experience to the online one .
To reach its users correctly, we worked exhaustively to accurately identify the brand's two buyer personas and to whom all communication would be directed:
Restaurant owner: entrepreneur who wants to reactivate his business (restaurant) and digitize/automate certain processes.
Future food trade entrepreneur: housewife looking to start a business.
Thanks to this identification, it was possible to produce content related to entrepreneurship; that is, how to create a business or a store, how to manage it and make it grow, etc., achieving incredible results in terms of traffic.
2. Awareness: Lead Generation
For any e-commerce, the volume of people arriving at the website is vital. Having high traffic increases the chances of revenue. And this can only be achieved with a good lead generation strategy.
To achieve exponential growth in sales in the retail sector, Impulse worked hand in hand with the Perfumerías Unidas chain of stores to continuously optimize its blog with valuable content, so that it would be positioned in search engines and this would allow them to generate more and more traffic.
To achieve this, a content marketing strategy was developed where relevant information was offered according to a series of clusters defined according to the buyer personas.
