Being able to humanize your e-commerce is one of the qualities of the greatest marketing experts. If we focus on the follow-up of a scenario, on the control of each detail, each publication and each keyword, we will surely get results, but the contact with the client will not be complete …
The key is to go further, so as not to give the impression that we are only interested in numbers: we must show the public that we are interested in people above all. In digital marketing, there is no magic formula to humanize a business, but various elements have demonstrated their effectiveness in making an e-commerce more pleasant and authentic.
Share your story
If you want to humanize your e-commerce, you must be ready to be vulnerable. When you share your company’s history, you will expose yourself to criticism. You must be ready to accept them, because not everyone will share your vision, your values … But those who do will quickly turn into your most loyal customers.
What is your story ? When did it start? What were your obstacles? Why are you unique? No matter your story, tell it!
When an e-commerce is authentic, that it knows its values and that it knows what its objective is, the public that it targets will be naturally attracted by the latter.
The key to humanizing an online business is to start by defining your identity: its values, objectives and the themes that matter. These aspects should then guide all decisions and actions taken, from the largest (the name of the page) to the smallest (the site police).
Authenticity is particularly important when selecting employees who reflect the image of e-commerce and influence consumer perception.
Interact with customers
There is no better way to show audiences who you are than by interacting with them: take advantage of all the opportunities that arise to establish a dialogue. Directly or indirectly, make your e-commerce present and available to your audience. Answer any questions, comments and forums where your customers may be present. Thus, everyone will see that they are important to you and that your e-commerce, in addition to being a simple business, is a human organization.
Use customer content
If you want to involve your customers, give them the microphone … One of the best things that social media has brought us is that they allow completely horizontal communication. Instead of controlling each of your company’s publications, let your customers speak. This will allow them to feel valued and you will get valuable content to generate trust and demonstrate your authenticity.
Your e-commerce is part of today’s society and, as such, it should aim to improve it. Get involved in events and causes that meet your mission and your values: they will be of great help to humanize your business and your brand image.
Get involved with your customers too: don’t just be a simple trader. Be THE trader. Optimize your e-commerce so that it is accessible with direct communication tools such as chats, clicks to call or even chabots created on the profile of your audience. Equip yourself with the best communication tools such as VoIP telephony to be reachable by your customers wherever you are in the world. In other words, you have to be omnipresent, in your industry, for your audiences and for society in general.
Say sorry, thank you, send congratulations …
Professionals or individuals, e-commerce or physical store, we all have flaws and we can all make mistakes.
Professionals tend to want to maintain a flawless image, even in delicate situations. In the case of an e-commerce, although the public does not perceive it, the whole operation depends on a human organization. If you are at fault, do not hide your head and apologize and at the same time give a solution to the problem.
Also, do not hesitate to say thank you to your audience if you reach goals in terms of followers or number of customers or for any other element for which you would say thank you in your personal life.
Take advantage of newsletters or campaigns to show your gratitude to your audiences or simply wish them happy holidays. A simple way to keep in touch with your consumers while humanizing your image.
By definition, humanization is “The act of making human, more human”.
In an increasingly technological and virtual society, it is sometimes difficult to convey to different audiences the feeling that the exchange is done well with a human organization and not with an automatic system. This is particularly true in the case of e-commerce sites which have all the more difficulty in generating total confidence on the part of their consumers.
Overall, the humanization of e-commerce has many advantages. Everyone is advised to adopt strategies to make their businesses more human, gain credibility and make your voice heard.