5 E-Commerce Lessons We Can Take From the World Cup
3. Control the ball. By and large, the teams that sat back and defended for 90 minutes were knocked out early in the World Cup, while the most aggressive teams — Germany and the Netherlands, for example — were much more successful. Don't be content with merely making it to the world's stage. Turn page views into sales. Brick-and-mortar store associates don't wait for a shopper to ask a question; they're there to engage consumers at the moment they walk into the store. Your online service representatives can take a page from that playbook. Ensure that mobile chat, video chat and co-browsing are available to visitors as soon as they land on your web page, and encourage your representatives to virtually take the customer's hand and walk them through your website.
4. Have different game plans at the ready. The World Cup is all about adapting to your opponents’ game plans. Go right at the central defense, push the ball up the sideline, play for set pieces — all are strategies that should be practiced and implemented on the fly. Likewise, your e-commerce strategy should cover multiple platforms, as customers like to engage with companies via different channels. A variety of integrated technologies, from web self-service and email to chat, video chat and social media, are each suited to address customer queries at different times.
5. Join the global party. There were 672 million tweets about the World Cup, and 350 million Facebook users created 3 billion interactions during the month-long tournament. The Germany-Brazil blowout effectively broke the internet. More than just a second screen, social media dramatically enhanced the brands of the World Cup, FIFA and each individual nation, giving fans a platform to celebrate the successes and failures of their teams. Learn from this by embracing social media to boost your brand's e-commerce efforts by identifying and engaging prospects instead of just responding to complaints.