The shopping experience doesn’t start — or end — with a purchase. It’s a process that takes place over multiple stages, each of which plays a role in keeping customers satisfied and keeps them coming back.
Technology facilitates this process. As systems and solutions become more complex, however, businesses need ways to simplify the delivery of digital touchpoints across the customer journey. Application programming interfaces (APIs) offer a way for companies to both reduce IT complexity and improve the shopping experience. Here’s how.
The 3 -Stage Customer Journey
Purchases are the middle stage of customer journeys. The first phase is creating awareness. Common approaches include digital marketing, online advertisements and social media posts. Making a purchase comes next. This stage of the journey may include digital product reviews, point-of-sale (POS) tools and eCommerce websites.
After purchases are complete the journey continues with product feedback surveys, subscription renewals and upselling or cross-selling emails.
API Options for Improved Customer Experience
APIs can help connect all three stages of this journey for an improved customer experience.
For example, login APIs allow customers to quickly create new accounts or access their current accounts using their social network credentials. In practice, this makes it possible for companies to create engaging social content and connect that content to their eCommerce website.
When it comes to making a purchase, catalogue APIs can improve product and inventory management, ensuring that customers get the most up-to-date and accurate information about product stock levels and availability. Cart APIs, meanwhile, expedite the purchase process by automatically calculating tax and shipping costs.
Finally, shipping APIs can both streamline inventory fulfillment and package delivery and track user purchases to inform follow-up efforts that keep customers coming back.
Put simply? Commerce APIs can help improve shopping experiences, enhance customer satisfaction and drive repeat sales. For more information, see the accompanying resource.
Infographic created by commercetools