Philip Kotler, in his book “Marketing Management,” states that acquiring a new customer costs five to seven times more than retaining current ones. After all, with repeat customers, there is no need to put effort into marketing to introduce the brand and build trust. These consumers already know the company, the service, and the products.
In the online environment, this task is more strategic due to the lack of face-to-face experience. Fostering customer loyalty in e-commerce requires specific actions to satisfy the consumer, strengthen the relationship, and encourage them to make repeated purchases.
The statement may seem obvious, but it is only possible to retain buyers who were satisfied with their experience. If they become dissatisfied due to an error in the payment process or delayed delivery, for example, they may not return and may even speak negatively about the brand.
On the other hand, loyalty is also advantageous for the consumer. By discovering a reliable e-commerce platform with quality products, fair prices, good service, and timely deliveries, they avoid stress and start to view that store as a benchmark. This builds trust and credibility showing that the company is serving them in the best possible way.
In this scenario, two elements are crucial to ensure the loyalty process: deliveries and prices. It is essential to be familiar with some key strategies to strengthen these operations, especially in the virtual environment:
1) Investment in last-mile:
The final phase of delivery to the consumer is one of the keys to ensuring a good experience. In a company with national reach, for example, it is essential to form partnerships with local organizations that can handle deliveries in a more personalized way. Additionally, a tip is to promote exchanges and training with regional couriers so that the order arrives in perfect condition and with the brand’s identity. Lastly, this strategy also reduces costs and lowers shipping fees for the consumer, providing a solution to one of the main pain points in today’s online sales market.
2) Packaging
The moment of packaging the product is crucial. Treating each delivery as unique, taking into account packaging needs and the particularities of each item is essential to ensure proper handling. Furthermore, customizing deliveries with personal touches makes a difference, such as handwritten cards, perfume sprays, and sending gifts.
3) Omnichannel
Having data tools and a thorough and careful analysis is essential in a business to bring this experience to the consumer. The benefits are countless. Firstly, there is more accurate communication and smarter strategies when implementing omnichannel, as the user has a unified experience online and offline. Customer service becomes even more personalized and precise.
4) Marketplace
Entering a broader range of offerings allows for varied shopping options. This way, it is possible to meet the diverse needs of the public, bringing alternatives for all tastes and styles. Today, the tool has become essential for e-commerce. It is necessary to offer diversified options, with assertive solutions for the demands of the public, as well as focus on different offers with low price options.
5) Inclusion
Finally, thinking about inclusive platforms enables democratic service and reaches an even larger audience. Offering purchases by telephone or WhatsApp, as well as providing personalized assistance through customer service are alternatives widely used today.
