The Importance of Customer Oriented Websites (with examples from Iran)

Designing and developing a website which could engage customers, building relationships and encouraging return is the hallmarks of prominent websites and a product of thousands of hours of alliance, dedication and hard work. Marketers who are responsive to consumers’ needs, as well as how they wish to be communicated with, will be more likely to be successful. For instance, marketers are increasingly redirecting consumers from their traditional corporate website to more informal and friendlier feeling brand or product.

A consumer/customer-oriented website has various characteristics including:

1. Provide education to become a trusted resource

An outstanding website is a website which not only sell products but also educate. Complement your product and service with valuable educational content that helps your customers to fill their requirements better. Try to load your website with useful educational contents including ‘how-to’, articles, best practices guides, and training videos. This will turn your website into a resource center that customers will visit regularly because it is so helpful.

2. A Research and Development Platform to embed customer thinking at every level

Learn what they are looking for on your website. Focus on customer's demand (their needs and wants). The solution is to ask customer questions and learn the answers as many questions as possible.Share customer feedback. So that, you can include as many parameters as you can, to describe your product as an excellent product in the market.

3. Deliver content and features that address the needs of every customer audience group

A potential consumer recognized a demand or query, went online, searched a way to solve the problem, and found out about your website. Don’t drive them away with self-centered contents. The customer should feel that what you are presenting can meet his needs, this will create a massive trust in the mind of the customer by troubleshooting on his behalf. Through this, you will enable your visitors to learn more about your products/services, respond to relevant calls-to-action, and continue through the sales cycle.

4. Customer loyalty schemes reward

By offering free goods, discounts and special buying opportunities to regular customers, you will convince them that you value their practice and keeps them coming through your door.

There are various approaches to encourage your consumers/customers to remain royal:

• Offer discounts to customers when they reach specified spending targets.

• Give customers a card to be stamped with every purchase. (create a loyalty card/ membership card).

• Free items with multiple purchases (buy one, get one free)

• Take your best customers for a day out.

• Reward introductions and referrals.

5. Feedback

A good Consumer-Oriented Marketing Strategy relies all the time on customer feedback about your products/ services. If the feedbacks you received were mostly negative, then you may need to consider reforming your strategies, methods of implementation and sometimes even your products or services. Feedbacks are highly important as they help to strengthen your relationships with your customer. Satisfied customers are an indicator of a successful business.

Consumer- Orientated marketing strategy of Iranian companies

Consumer- Orientated marketing strategy is one of the key element of the success of Iranian companies. Due to international sanctions and strict censorship laws that have scared off global tech companies; considering the fact that at the time, prominent websites like Amazon, youtube, google play and many other websites were not accessible for Iranian users, the need for having consumer oriented websites were more visible in Iran. Sanctions create an opportunity for many companies to focus more on the needs of consumers. Following is a number of well-known companies in Iran.

#1 Digikala

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Industry: E-commerce

Website: digikala.com

The biggest e-commerce in Iran which also ranked by Alexa as Iran's 3rd most visited website.

Main Focus: The expansion of the company even if that no longer be profitable (Assimilated from Amazon.com). Their intention is becoming the Persian version of Amazon in Iran.

Customer orientation strategy:

• Comparing different brands and giving product information in detail.

• Digikala has a platform which allows customers to share their experience with the products. this will help the customer to compare the products and have a better decision.

• Customer loyalty scheme reward: if you order once, next time you can enjoy the discount of products. Discounts mount are different for the different level of customers. (it is based on their loyalty.)

• Feedback system and excellent Customer service (customer courtesy)

#2 Cafebazaar

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Website: cafebazaar.ir

Cafe Bazaar is an Iranian Android marketplace. It is a digital distribution platform, which offers more than 25,000 downloadable Iranian and international apps for gaming, social media, messaging and other uses. (Assimilated from app store)

Customer orientation strategy:

• Easy to use (customer oriented website design)

• Feedback platform

• Comparison system (connected to https://appreview.ir/)

• Providing comprehensive detail about different apps

#3 Snapp

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Industry: Transportation, delivery (commerce) Website: .ir

Snapp is a ride-hailing company from Tehran, Iran. It gives the users the ability to command a ride via the iOS or Android app, by indicating their location and destination. (Similar to Uber.com )

Customer orientation strategy:

• By introducing friends you will get one ride for free.

• The next rides have discounts.

• A day out reward: Snapp has recently published a video and asked a customer to accept any trip from Snapp which msg sent via SMS and asked the customer: " do you want to go to a wrong place/nowhere? (با اسنپ به ناکجا میری ؟)". In fact, this is a prize given to Snapp's passengers by lottery. Apparently, the chosen passenger will be transported to the helicopter via a VIP car and then flying over Tehran; eventually, in a beautiful area, they would have an exclusive lunch and then fly back.

#4 Kikojas

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Type of site: Local search, recommender system

Website: kikojas.com

Kikojas is a location-based service, focusing on local businesses and urban information of the whole country of Iran.The app provides personalized recommendations for places to go. (Assimilated from Foursquare.com)

Customer orientation strategy:

• It gives the customer to edit the place ( update it if there is any). creates a trust between the brand and customer. for if a place is moved or closed customer can update it and after by the system the new address will be added to the app.

• There is a feedback platform which you can share your experience with other customers and read their ideas.

• You can be informed about the new places and prices.

• This website will not just inform you about the place to go but also it will provide you extra info about how to reach there as well.

#5 Netbarg

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Type of site: Online deal marketplace

Website: netbarg.com

NetBarg is the first and the largest Iranian eCommerce site that offers daily deals in the form of a discount coupon, on the best things to do, see, eat, and buy in the cities in Iran where it is present. (Assimilated from groupon.com)

Customer orientation strategy:

• Help you to find out the great deals.

• Is up to date and will not just let you go. send you the deals to your email on a daily basis.

• Customer focused website design. ( User-friendly Interface. )

#6 Zoodfood (recently changed Snappfood)

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Website: zoodfood.com

An online meal ordering and delivery platform. By using SnappFood you’ll be able to find near restaurants around, view full up to date menus and receive other customer reviews to make food ordering easy, assured and joyful. (Assimilated from UberEATS.com)

Customer orientation strategy:

• A mixture of great apps like Snapp (for faster delivery)

• Vast number of options

• Easy to compare

• Up to date information. (reliable)

#7 ITbazar

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Website: itbazar.com

Is an online shopping destination for mobiles, cameras, laptops, gadgets, electronics, appliances and more at competitive prices. (similar to GmbH )

Customer orientation strategy:

• After Signing up in the website you are able to get ( list of price ) of the specific device. For instance the price list of a specific model of surveillance camera from different competitors. These lists are even will be provided to you in ascending or descending orders. (These made the price comparison much easier)

• Providing customer with detailed information.

• The best solution for both consumers (End users) and customers ( companies and mediators ).