Customized Content Improves Customer Experience

e-Commerce on all devices with Responsive Design

E-Commerce is no longer a new trend. The online market has become increasingly saturated as businesses capitalize on the potential in selling online and technology has advanced quickly to meet those needs. It can be challenging for companies to stand out amongst the mass availability of goods and services online and to capture their target customer’s attention. E-Commerce becomes less about the specific products you offer but about the experience you deliver. Personalized content is an important factor that customers appreciate in both B2B and B2C e-Commerce experiences; in fact, they are more likely to convert with personalized content. Nav-to-Net™ tokens are a way to achieve personalized content that improves customer experience.

Personalization in an e-Commerce website can be achieved in a few ways, such as sales representative product recommendations upon log-in or showing a customer location-specific promotions for example. An integrated webshop means this information is easily accessed and can be applied in a way that benefits the customers. Nav-to-Net™ is an e-Commerce solution seamlessly integrated with Microsoft Dynamics NAV with content management managed directly in NAV. It is made even more powerful with tokenization capabilities so businesses can offer their customers even more customized content.

So what are Nav-to-Net™ tokens?

A token is a piece of code that can be used in content that serves as a reference to a specific piece of information. It essentially auto-fills the content block with context-aware information. For example, tokens can be used to address a customer by name anywhere on the site or to create item page templates by calling upon item number, category name, and other details in NAV. Previously, this kind of customization for content was not possible because the content would have to change automatically for each individual customer.

The use of Nav-to-Net™ tokens dramatically reduces the tedious, manual, and error-prone labour of having to create unique content for each item and category page. With this update in Nav-to-Net™, tokens can dynamically call upon the information needed and display that to the customer.

How did we use it in Nav-to-Net™?

Administrators of Nav-to-Net™ can easily access the properties available to them for use as tokens including item, category, website, and customer information. A double hash tag (##) is all it takes to use tokens in Multi-Line Text Box Tool or simply MLTB (our in-NAV content management system) to grab the desired value and replace it with unique content. Anywhere you can use MLTB and language tags throughout the site, you can use Nav-to-Net™ tokens to create customized content and templates for your customers.

Benefits of Tokens and Customized Content

Customized content in an e-Commerce website is more likely to yield better results in conversion and sales. Used throughout the NAV webshop and in landing pages, it delivers a unique and personalized experience for the shopper. In B2B e-Commerce, Nav-to-Net™ tokens can facilitate account-based marketing tactics where you can use the customer’s profile information like location, company name, and industry to target them. Achieve better management of customer relationships as you leverage the information you currently have; make customers feel valued and like an individual, rather than a number or a generic shopper.

Ease and convenience through seamless integration to NAV has always been the goal for us at Digital Vantage Point. By adding token compatibility to our MLTB tool, what would normally require a formal change request can now be easily managed by the user. Large scale changes can be achieved simply with tokenization.

When used properly, they can give users precise control over what product information to display. They have the option to manipulate item page templates used throughout the webshop and change which values and properties are automatically pulled without having to hardcode every single item and category page.

Working with Digital Vantage Point

This powerful advancement in our content management system in Nav-to-Net™ has many practical applications that can suit a number of business environments. At Digital Vantage Point, we’re dedicated to making engaging e-Commerce experiences and giving more power to the business user. Nav-to-Net™ is the most integrated e-Commerce solution for Microsoft Dynamics NAV.

To learn more about tokens, MLTB, or any of our many features, talk to us and request a demo.

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