We call Customer History (HC) the list of activities performed by a consumer over time in the context of their relationship with an e-commerce business.
This list can include how many times this customer has purchased or how many times they have abandoned their shopping cart , among other information, which can be used by the retailer to improve Customer Experience (CX) and/or User Experience (UX) and thus sell more.
To use HC, the merchant needs the customer to register in his virtual store. Some e-commerce platforms such as Vtex have a feature that enables registration via:
– Facebook, Google+ or other social network
– Email and password
– Quick access key via email
Subsequently, the virtual store administrator may request other data from the customer, such as his full name, the profession in which he works, his telephone number, his e-mail, his birthday, his address, etc.
Once the customer has been registered, you will be able to monitor your HC and, from there, obtain important data such as:
– The number of purchases
– The frequency with which purchases are made
– Last time the customer placed an order
– The number of cart abandonments
– The latest purchases
– Amount spent by periods
– The number/frequency of returns/access to the webshop
The life cycle and customer loyalty.
By monitoring customer satisfaction, it's possible to obtain feedback/insights about your product mix , identify your best customers, and offer discount coupons and other promotions to specific consumers.
HC will also allow you to build customer loyalty. To do this, simply send them messages/gifts on special dates such as their birthdays, professional days, or city anniversaries, in addition to making cross-selling and upselling offers via email marketing.
