Let’s say you have an online shop. Let’s say you sell books. There may be innumerable amount of online shops that carry out similar activity. These vast opportunities bring bigger expectations. End online customers want what they want and when they want it, and a great product alone no longer differentiates a brand. So? How to distinguish yours? How to attract new online customers? Or retain existing ones? Check out our tips!
- Customers first.
Forbes says that customer experience is the „cumulative impact of multiple touchpoints”. It is defined by interactions between a customer and an online shop which may consist of awareness, discovery, purchases and service. Make sure you are customer- oriented.
- Awaken the awareness
Consumers appreciate the convenience of being able to shop anytime, anywhere, having access to a broader range of products, comparing prices and sharing their opinions on goods with other consumers. And so, word of mouth continues to be critical to the growth of the business. Keep focus on your clients’ opinions about your shop, pay attention to their feedback online, answer promptly to their complaints. Listen carefully to your customers.
- Communication is the key
All in all, customers satisfaction lays the foundations for retaining the online customer. Personalized communication may reflect in an emotional attachment of the recipient. Undoubtedly, sometimes the communication with the online customer may be demanding, however, remember the way you conduct it, is the cornerstone of captivating the client. There is no need to be poignant. As they say: kindness is no virtue, but a common duty. Make sure you put an emphasis on being nice.
- Win against bricks and mortar
Present retailers continue to improve delivery times and order fulfillment minimizing the difference between buying something in a store and online with the guaranteed delivery on the next working day. Independently of where they shop, online consumers expect engaging experience and impeccable service. Make sure you choose the right partners.
- Give your customers choice
The latest UPS Europe Pulse of the Online Shopper™ study shows that more than half (52 percent) of online shoppers in Europe consider the number of shipping options offered key when searching for and selecting products online. Online consumers expect to be given a choice and solely an option of traditional courier services might be insufficient. That’s why courier operators also offer alternative pick up location. Make sure you are flex.
- Time is of the essence
Tennessee Williams once said that „time is the greatest distance between two places”. In business, time is one of the highest values, and at the same time it is often a key competitive advantage. And this is not about the proverbial „chase in the heel” – and adapting this time to your own needs and clients. Our UPS study, illustrates this. According to the research, 62% of customers say that late delivery decreases their likelihood to buy from the same merchant again. Keep your promises.
- Keep abreast of new technology
New technology is changing shopping dynamics in unexpected ways. The web and mobile devices give online consumers the ability to compare shops and retailers at every stage in the buying process. 43% of online shoppers in Europe say they compare prices using their smartphone when they are in shops. Make use of new technologies.
- Keep costs down
Online consumers are always looking out for the best deal. Low cost and free or discounted shipping options attract their attention. Our study shows that 47% of consumers abandoned their shopping cart mostly because shipping costs increased the final cost more than expected. More than seven consumers in ten think that free shipping is an important factor when shopping online and are willing to negotiate over other aspects to obtain it. Think about how shipping costs can be a marketing tool.
- Don’t neglect returns
Not the right color. Not the right size. Not right for me. Returns are a fact of life in online shopping. An easy and hassle-free returns policy is key to improving the competitiveness of an online shop. 71% of online shoppers rate free returns as important when selecting an online retailer. Make sure you have the return policy in place.
- No Surprises
Present online shoppers not only expect to have their packages delivered in time but they also expect full information about their packages as well as control over the place and date of delivery. In addition, they more often opt for alternative pick up locations as indicated in the latest Gemius report ‘Ecommerce in Poland 2017’. Keep your customers informed.
All comes in one
Make use of tips and observe your online business flourish! Communicate with your customers and listen to their needs. Tailor your services and be flexible. Offer delivery at a reasonable price and provide easy return policy. Choose a reliable logistics operator, leave logistics in good hands and focus. on the most important thing – your business.
See how all that works in practice: https://www.youtube.com/watch?v=E4dme8nF_Zo