E-commerce is about much more than purchasing; it must be focused on the customer experience in order for it to be effective, according to Geoff Robertson, Grainger’s vice president, global digital business and innovation, in Grainger’s Pricing Solution.
“When you think about delivering an experience, I want to make sure that it’s comprehensive, so no matter when they interact with Grainger, it feels like one company and one experience,” Robertson says. And that means measuring the experience for your customers, not just the revenue an e-commerce site generates.
In order to understand how Grainger customers interacted at each point of the buying process, Robertson organized his e-commerce team using a “customer journey” that also measured the experience and located any possible barriers.
“We believe that if the experience is right, then people will return and come back and that revenue or more transactions are a result of the driver metrics, which is let’s get (the experience) right,” Robertson says.
Read more about keeping customer experience at the forefront of an e-commerce initiative in Grainger’s Pricing Solution.
