Online Shoppers Care About More Than Price
The conventional wisdom of e-commerce is that customers only care about the best price. As a result, many online retailers don't consider customer loyalty an attainable goal. But according to a recent Aberdeen report, online loyalty is possible.
Today's issue of 1to1 Weekly highlights some of the report's findings. The report, Online Customer Loyalty: Converting Occasional Shoppers Into a Loyal Consumer Base, says no single strategy has emerged as an online loyalty standard. However, common attributes of the best-in-class companies surveyed include targeted, behavior-based promotions (56 percent), personalization of customer communications based on preferences (28 percent), and increasing customer touchpoints before, during, and after the purchase (28 percent).
Greg Belkin, Aberdeen retail analyst and author of the report, says there are three pillars of a successful online loyalty strategy:
Customer attraction: Targeted, analytics-backed marketing campaigns can help to increase existing customers' spending. Examples include electronic coupons, personalized emails, advertisements, surveys, customer ratings, and blogs.Customer conversion: Dazzle site visitors with highly personalized experiences using specific strategic promotions, pricing, content displays, and cross-sales. Use analytics, CRM systems, and multichannel loyalty-card data to develop such personalized interactions.
Customer support: Support customers post-purchase with multichannel returns-management strategies and follow-up customer service.
Do you agree? Is online loyalty possible? While these pillar help improve relationships with customers online?
Related Entries
- Online Shopping Best Practices For Back-to-School
- Hoffman's Hot Seat: Cyber Monday is Almost Here. Are E-Tailers Ready?
- Online Shoppers Care About More Than Price
