Es ist nicht alles so heiß, wie es scheint
Indeed, the question of what will be the latest ultimate hit in e-commerce next year is as certain, come year-end, as the popping of champagne corks on New Year's Eve. And this question gets answered just as often, by countless experts from every conceivable corner of the digital world.
Now you might think: "Surely so many experts can't all be wrong with their forecasts!" But ask yourself: does something suddenly change at 00:00 on 1 January 2021 that wasn't already true at 23:50 on 31 December?
Of course, there are plenty of good reasons to keep your eyes open and watch which things might have potential in the online world going forward. That's only sensible, so you can keep an eye on developments and know what's out there. Keep up with the times. Be open to new things.
However, there are also plenty of good reasons not to chase after every trend that's currently being proclaimed. If you look closely, quite a few trends have, in retrospect, turned out to be completely off the mark or simply short-sighted. Just think of the topic of chatbots, for example, or the virtual-reality wave complete with VR headsets.
Erst einmal sind die Hausaufgaben dran
Is your business really at risk of ruin because you still write emails or call your customers by phone or WhatsApp? And how many people do you actually know personally who own a VR headset and actively use it for shopping?
We believe there are more important things for online retailers than constantly looking out for tomorrow's hottest trends. What matters far more are the things that were already important for your online shop yesterday and the day before.
But what are those things from yesterday? Quite simply, they are the absolute online shop basics that are guaranteed to still matter tomorrow.
If someone tells you that you absolutely must adopt some brand-new technology because it's likely to soon become popular with customers, ask yourself:
- Is my online shop actually still up to date, or do I need to improve it technologically?
- Have I thought of all the security updates?
- Is the content on my online shop optimized to be search-engine friendly?
- Am I offering my customers further content and valuable information?
- Is my newsletter on point, or is it only running half-heartedly?
- Do my logistics processes – from order intake through packaging to shipping and returns – run smoothly so far, or is there room for improvement?
It's like with so many things in life: once you've mastered the basics, you pave the way for fine-tuning. First the (supposedly boring) homework, then the exciting extras!
As mentioned, it's not about putting on blinkers and demonizing new trends as such. However, it's often sensible to question them.
Und hier kommt der (immer noch) heißeste Trend für 2021
Last but not least, you might also ask yourself: is it really just a coincidence that so many providers and experts you come across online, or who introduce themselves to you by phone or email, try to sell you things as "trends" that just happen to be in their own portfolio?
An app developer will, of course, recommend an app to you. A chatbot provider will urge you to adopt chatbots, which you'll naturally never be able to do without in the future. Agencies specializing in the social media hit TikTok will want to convince you to put your advertising budget there going forward. And e-fulfillment providers like us are likewise convinced that outsourcing tasks can be a sensible move for many online shops.
What we can tell you overall along the way is this: keep up with new trends. Watch the market, but weigh carefully what suits you and what doesn't. And above all, always keep the absolute basics – the homework, so to speak – on your agenda. Those are the big levers when it comes to keeping your processes running as smoothly as possible.
Finally, here's one trend tip from us: the most current, hottest and most impactful trend is customer satisfaction. In 2021 too, it will be everything that makes your customers unwrap your products with an even bigger smile.
The entire team at bergler industrieservices GmbH wishes you a merry Christmas and, of course, a healthy and successful year 2021!
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