When you're selling anything online, and more particularly to Chinese buyers, there is a valuable human element which is missing from transactions - and there’s no exception when it comes to wholesale lobster. Guanxi plays a huge role in purchase decisions in China and along with that, reviews, key opinion leader following and word of mouth are each heavily influenced by how you as a lobster brand interact with your audience and buyers.
One of the strongest ways you can positively influence these factors is by personalising each buyer’s experience. But in the realm of B2B seafood trade, what exactly is personalisation? Practicalecommerce.com gives us a very helpful explanation of the idea:
“...presenting information to a consumer that acknowledges whom he/she is and what his/her intentions are - to make his/her interaction more meaningful. Many online stores have a history of what you have purchased, and even your visit. They may know where you live, if you prefer expensive or low priced items and so forth. By using that information to deliver targeted content and promotions, they are personalising your experience and making it a more positive one...”
Basically what it comes down to is collecting information on your buyers and using that data to design, implement and execute a relationship between them and your lobster brand. The key to making this work is being vigilant in monitoring and understanding everyone who interacts with your brand online. Once you’ve got your vigilance and you’re monitoring anyone who’s even remotely interested in your lobster brand, we’ve got 7 techniques you can use to create a personal experience for your buyers:
Divide up your existing list of customers based on their purchase preferences. You can then tailor your emails to them, making each line of communication uniquely relevant to their preferences.
Offering content specifically designed for customers of your brand is an effective way of showcasing your lobsters directly and lets the customer know you have a specific interest in them.
For the most part, buyers are probably on social media sites like Twitter or Facebook and your Chinese buyers are almost without doubt going to be connected to WeChat or Weibo. So get on these networks yourself and interact with buyers through their preferred channels.
This is especially important in China where over 90% of the country’s Internet users are on mobile devices. Make your promotional efforts suitable for computers, smartphones and tablets so that no matter their preferences, your audience are guaranteed to receive your communication well.
Putting your logo on any packaging used to export lobsters is an excellent way to keep your brand in the forefront of buyers’ minds.
The social media platforms mentioned previously each have their own unique direct messaging function. So start talking to your buyers directly and in real time - they’ll appreciate you’re taking the time to talk to them!
If buyers are purchasing your lobsters, why not send them emails at the end of each transaction to say thank you? It costs nothing to be polite and they’ll appreciate the fact that you’ve got manners when it comes to business.
Interested to know more about creating a personal experience for your lobster buyers? Sign up to the online marketplace below.