187: e-Commerce Strategies for New Hardware Products

187: e-Commerce Strategies for New Hardware Products

August 3, 2023

With Lamees Butt, SVP of Zoovu

Hosted by Kevin Mako, President of MAKO Design + Invent

187: e-Commerce Strategies for New Hardware Products
187: e-Commerce Strategies for New Hardware Products

Lamees Butt holds the position of Senior Vice President at Zoovu, an e-commerce data platform company with a team of 250 professionals. Zoovu collaborates with hardware startups and leading hardware brands worldwide. Lamees has amassed over 15 years of experience in the e-commerce tools domain, working with prestigious brands like Mercedes Benz, 3M, Microsoft, and others. In her upcoming session, Lamees will impart valuable knowledge to inventors, startups, and small manufacturers on e-commerce product discovery, techniques to attract potential customers, and optimizing return on ad spend to scale up sales for new hardware product inventions.

Today you will hear us talk about:

  • Bridging the gap between retail stores and e-commerce
  • Understanding Product discovery for potential buyers
  • Exploring the human factor in online product discovery for new hardware products
  • The power of connected customer experiences in e-commerce
  • Diverse demographics and their product discovery methods
  • Going beyond websites as mere indexes
  • Enhancing e-commerce experiences for higher conversions
  • Mastering your product data
  • Leveraging a product information management platform
  • Humanizing technical specifications through various formats
  • Developing customer trust in your brand
  • Time-saving strategies to increase customer retention
  • Post-purchase customer understanding for future sales tactics
  • Applying AI to identify common threads among paying customers
  • Embracing a customer-first methodology
  • Segmenting customers for targeted advertising
  • Converting potential customers into paying customers effectively.

  • 03:15 – Bridging the gap between e-commerce and physical retail stores for hardware products
  • 03:45 – What is product discovery in e-commerce for new hardware products?
  • 03:55 – How do prospective customers find out about your product?
  • 4:10 – How do you describe technical specifications in a human way which helps sell a potential customer.
  • 5:00 – Product discovery defined
  • 5:15 – How do you attract the correct intent, with certain triggers, for prospect buyers.
  • 6:00 – Secondary questions, opportunities, and pain points
  • 6:15 – Understand the different persona customer groups, and figure out where they are looking to shop for your product.
  • 7:00 – Websites are just libraries of products, what advertising does is capture intent based interest to drive the correct audience to your website.
  • 7:30 – Understand your product data, a product information management platform
  • 7:45 – Translate specifications into discovery conversations via a humanistic medium.
  • 8:30 – Visual configurators are advanced methods of capturing buyer needs.
  • 8:45 – Build trust with your customers so you can advise them correctly.
  • 9:00 – The end customer doesn’t appreciate specifications, they appreciate the value the product provides to that customer.
  • 11:45 – Ensure you find match between what the client wants and your perfect product to that exact match.
  • 12:00 – If you service someone well with your product, you gain a strong lifetime customer.
  • 12:00 – Understand your customer, even post-purchase.
  • 12:30 – Artificial Intelligence and machine learning can help find the trends and triggers that drove certain customers to purchase your product.
  • 14:30 – Customer-first approach to marketing via e-commerce.
  • 15:30 – Spray and pray marketing no longer works in the saturated e-commerce market today.
  • 16:00 – Once you have captured views, how do you carefully build tools to ensure you capture the purchase from those prospective customers.
  • 16:30 – Once you figure out return-on-adspend, you can grow like crazy as the more money you put in the exponentially more revenue you are getting out of your e-commerce advertising machine.
  • 17:15 – Niche products are best, easiest, and cheapest to get customers by efficiently targeting that niche audience.

Lamees Butt Links:

LinkedIn | Zoovu

The Product Startup Podcast Links:
Instagram | LinkedIn | Facebook Page | Facebook Group | Pinterest | Twitter | YouTube

PTC Links:
OnShape | Creo

Mako Design Links:
YouTube | Instagram | LinkedIn | Facebook | Pinterest | Twitter

Kevin Mako Links:
Instagram | LinkedIn | Quora | Facebook | Twitter

Partner: PTC’s best-in-class software solutions Onshape: The only cloud-native product development platform that delivers full-featured computer-aided design (CAD), integrated product data management (PDM) and enterprise analytics in a single system, and Creo: 3D CAD solution that provides designers with the most innovative tools to build better products faster, such as generative design, additive manufacturing, real-time simulation, IIoT, and augmented reality.