Mislav Galler, head of business sales at Vipnet talked about company’s web shop at OMGcommerce which took place in Zagreb throughout March 21st to 22nd. Mislav focused on one particular feature which service offers it’s subscribers – they’ve dramatically simplified the shopping process which is now possible using just three clicks.
As Galler added, their web shop automatically connects product and service. He explained that there are several different ways to increase online sales – through online marketing (SEO, SEM, Social Media marketing, e-mail marketing, affiliate marketing, content marketing) and by online sales (website architecture, information management, process automation, web shop as a tool). It is vital to find the room for improvement.
Mislav said that they’ve managed to restructure the website which resulted in much a simpler web shop. Considering that there are over 50,000 combinations of products and services, segmentation is rather complicated. All of these things contributed to what he called “hidden” web shops, which directly translated into a very passive service. Today however, purchases can be done with just three clicks. The focus is on sales more than it is on informing users, although they can still find all the necessary information through the website.
How do we perceive the offer? Galler says that the offer should be simple in order to serve as a “bait“. Users should never be more than a click away from coming to the section – essential items ought to be emphasized.
Also, Vipnet webshop is associated with user profiling, so it can recognize if a user is a new or an existing one, private or business, prepaid or postpaid, and it provides lots of other information. Therefore, the process of making a purchase is easier than ever. Offer is made for each user, with both prices and discounts being specifically created. The webshop also provides information about the inventory in real-time, and when the user is ready to make a purchase, all the information about him or her is already pre-filled .
This is an excellent tool for cost optimization, hence it is used by all segments of our business – all the information is in one place.
Galler has summarized the benefits of such a web shop for users: accurate information, quick way to shop and more favorable price. For the company it represents an automated process, support for the sales, administration, while offering faster and cheaper way of selling.