187: eCommerce 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: eCommerce Strategies for New Hardware Products

Lamees Butt holds the position of Senior Vice President at Zoovu, an eCommerce 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 executing eCommerce strategies and leveraging tools while 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 eCommerce 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 eCommerce is important.
Understanding Product discovery for potential buyers is an integral eCommerce strategy.
Explore the human factor in online product discovery for new hardware products.
There is great power in connected customer experiences within eCommerce.
Understand diverse demographics and their unique product discovery methods.
Go beyond using websites as mere indexes.
Enhancing eCommerce experiences for higher conversions is an excellent strategy.
Make sure to master your product data!
Leverage a product information management platform.
Humanizing technical specifications through various formats will boost your success.
Develop customer trust in your brand to maximize client retention.
Time-saving strategies are also key to increasing customer retention.
Execute post-purchase customer understanding strategies to inform future sales tactics.
Apply AI to identify common threads among paying customers.
Embrace a customer-first methodology!
Segmenting customers for targeted advertising is effective.

03:15 – Bridging the gap between eCommerce and physical retail stores for hardware products
03:45 – What is product discovery in eCommerce 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 eCommerce.
15:30 – Spray and pray marketing no longer works in the saturated eCommerce 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 eCommerce 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

PTC Links:
https://www.ptc.com/
OnShape | Creo

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.

MAKO Design + Invent is the original firm providing world-class consumer product development services tailored to startups, small manufacturers, and inventors. Simply put, we are the leading one-stop shop for developing your physical product from idea to store shelves.

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