Optimising E-commerce with Kentico's Automation

Kentico Xperience 13 offers powerful marketing and e-commerce automation tools.

Enable organisations to engage customers more effectively and streamline their operations.

These tools enhance customer journeys by automating critical processes, ensuring relevant content is delivered at the right time, and optimising e-commerce workflows to improve conversions.

Kentico’s automation capabilities provide an easy-to-implement yet robust solution for organisations seeking to optimise their marketing efforts. Below are some key features of the Kentico Xperience 13 platform:

1. Personalised Workflows

Kentico Xperience 13 allows organisations to create highly personalised workflows that engage customers at every step of their journey. These workflows automate content delivery and offer tailored content to individual users based on their previous interactions with the site. For example, users who browse certain product categories can be targeted with personalised follow-up content, or leads can be nurtured through automated drip campaigns that deliver relevant information at different stages of the buying process.

This level of automation improves engagement and ensures that marketing efforts are effective and efficient. It means less manual work for marketing teams, as automation tools handle customer segmentation and content delivery based on preset rules.

Organisations can also benefit from enhanced data insights. By automating these processes, they can track customer interactions, fine-tune their strategies, and improve the customer experience in real time.

2. Abandoned Cart Reminders

An essential feature for e-commerce businesses, Kentico Xperience 13’s abandoned cart reminder functionality helps recover lost sales. When customers add products to their shopping cart but leave the site without completing the purchase, an automated process is triggered to remind them of their abandoned cart. This reminder typically comes as a personalised email, encouraging the customer to return to the site and complete their purchase.

This highly configurable automated feature allows organisations to set a time frame for when a cart is considered abandoned and determine when to send reminders. By re-engaging customers who have shown interest in specific products, businesses can increase conversion rates and reduce the impact of cart abandonment, which is a significant challenge for online retailers.

3. Pre-Designed Automation Templates

Kentico Xperience 13 offers pre-designed automation templates for organisations looking to implement automation quickly. These templates cover various marketing scenarios, such as lead nurturing, abandoned cart reminders, and customer re-engagement campaigns. Each template can be customised to fit the organisation's unique needs, streamlining the setup process and allowing teams to focus on other strategic initiatives.

Using templates ensures consistency in execution and reduces the learning curve for teams unfamiliar with automation. It also helps organisations implement best practices from the outset, optimising their marketing campaigns and ensuring they deliver the right messages to the right audiences.

4. Chatbot Integration for Enhanced Customer Support

Incorporating conversational AI into e-commerce and marketing workflows is becoming increasingly important for businesses. Kentico Xperience 13 integrates seamlessly with chatbots, such as those powered by Intercom, enabling companies to offer 24/7 support and immediate assistance to website visitors.

This integration provides real-time customer support and captures valuable user data that can be fed into marketing automation workflows. For example, if a customer asks about a specific product or service, the chatbot can collect details that trigger automated responses or updates to the customer’s journey. This integration enhances the user experience and supports better decision-making based on customer insights from chat interactions.

5. Automated Responses to Customer Feedback

Quickly acting on customer feedback is crucial for improving customer experience and business operations. Kentico Xperience 13 offers integrations with services like Disqus and Twilio SMS, allowing businesses to collect feedback and respond appropriately automatically. The system can send automated thank-you messages or escalate negative input to the support team for immediate attention.

This automation ensures timely responses to customer interactions and provides organisations with real-time insights into customer satisfaction. By integrating feedback management into the marketing automation workflow, organisations can address concerns proactively and keep their customers satisfied, ultimately boosting loyalty and brand reputation.

Benefits for Decision-Makers

For executives managing their organisation's web platform, Kentico Xperience 13’s marketing and e-commerce automation tools provide substantial advantages:

• Improved Customer Engagement - By automating personalised workflows, organisations can continuously engage with their audience, providing relevant content at the right moment. This results in more meaningful customer interactions and increased loyalty.
• Operational Efficiency - Automating key marketing and e-commerce processes frees up valuable time for marketing and sales teams. This efficiency allows businesses to focus on more strategic tasks, such as refining their digital strategies or developing new product offerings.
• Informed Decision-Making - Kentico’s automation tools provide real-time analytics and reporting, which helps organisations make data-driven decisions. The ability to track customer behaviours and campaign effectiveness leads to smarter marketing tactics and better overall results.
• Increased Conversions - Features such as abandoned cart reminders and lead nurturing workflows directly contribute to improved conversion rates. Businesses can recover lost sales, nurture leads more effectively, and guide customers towards completing purchases with relevant, timely messaging.

By leveraging these marketing and e-commerce automation tools, organisations can improve both their customer engagement and operational performance, leading to a more seamless, efficient, and profitable business.

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