According to the Office for National Statistics, UK internet sales increased by 30% in 2007. An impressive statistic by any measure. The report goes on to say the internet sales represented 7.7 per cent of the total value of all sales in the non-financial sector in 2007. Clearly on line retail, or e-tailing as some call it, is a growing and important trend. But the real question how can?
Experian, the information services company, explores this issue in their recent ‘Engaging online with the Empowered Customer’ report. They argue that many retailers weren’t capitalising on the increase in ecommerce spending. One of the key conclusions they reached was that businesses weren’t encouraging repeat purchases. Customers spent their money and the relationship was complete. Some studies suggest that people are now spending more time on line, making comparisons and just generally shopping at multiple sites in search of good deals. Customers might want to give you return business, but they’re also willing to do their research. Businesses need to measure up in the eyes of their customers.
Getting new customers can be an expensive process, but working with the ones you already have isn’t nearly so costly. So how can you build more productive relationships with your on-line customers. First of all, find out what they’re thinking. Set up a blog in conjunction with your ecommerce site and respond to your customers concerns, questions and complaints. Post all the positive remarks and build new incentives around the ideas your customers express. For example, if two products are closely linked or frequently purchased together offer an appropriate discount. The same would apply to products that are frequently purchased. Buy two and we’ll pay the postage for you is a great motto.
Price matters, but customer want – and deserve – great service.