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Deliveries and prices: how to build customer loyalty in e-commerce?

Clovis Souza
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Deliveries and prices: how to build customer loyalty in e-commerce?

Philip Kotler, in his book “Marketing Management”, it is said that acquiring a new client costs five to seven times more than retaining existing ones. After all, for the recurring customer, there is no need to dedicate effort in marketing to introduce the brand and gain trust. This consumer already knows the company, the service, and the products.

In the online environment, this task is more strategic due to the lack of experienceface to face. Building customer loyalty in e-commerce requires specific actions to satisfy the consumer, strengthen the relationship and make them buy more often.

The observation may seem obvious, but it is only possible to retain buyers who were satisfied with the experience they had. If they become dissatisfied due to a payment process error or delayed delivery, for example, they may not return and may even speak badly about the brand.

On the other hand, loyalty is also advantageous for the consumer. Upon discovering a trustworthy e-commerce with quality products, fair prices, good customer service, and timely deliveries, he doesn't get tired and begins to see that store as a reference. This builds trust and credibility that the company serves you in the best way.

In this scenario, two elements are fundamental to ensuring the loyalty process: deliveries and prices. It is interesting to learn some essential strategies to strengthen these operations, especially in the virtual environment.

1) Investment inlast mile 

The final phase of delivery to the consumer is one of the keys to ensuring a good experience. In a company with nationwide reach, for example, it is essential to establish partnerships with local organizations that can handle deliveries in a more personalized manner. Additionally, a tip is to promote exchanges and training with regional delivery personnel so that the order arrives in perfect condition and reflects the brand's image. Finally, this strategy also reduces costs and lowers shipping fees for the consumer, providing a solution to one of the main challenges in the online sales market today.

2) Packaging

The moment to package the product is important. Treat each delivery as unique, taking into account packaging needs and the peculiarities of each item to ensure proper handling. Additionally, customizing deliveries with personalized touches makes a difference, such as handwritten cards, spritzes of perfume, and sending gifts.

3) Omnichannel

Having data tools and thorough, careful analysis is essential in an enterprise to bring this experience to the consumer. The benefits are numerous. Firstly, there is more assertive communication and smarter strategies when we implement it.omnichannelsince the user has a unified experience online and offline. The service becomes even more personalized and precise.

4) Marketplace

Entering a broader environment of offerings allows for a variety of shopping options. In this way, it is possible to meet the most diverse needs of the public, offering 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 phone or WhatsApp, as well as providing personalized service through the Customer Service Center (SAC), are very commonly used alternatives nowadays.

Marketplaces in Brazil register 1.12 billion hits in May, according to report

E-Commerce Update
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Marketplaces in Brazil register 1.12 billion hits in May, according to report

The month of May recorded the second highest number of accesses to marketplaces in Brazil this year, according to the E-commerce Sector Report in Brazil, produced by Conversion. Throughout the month, Brazilians accessed websites such as Mercado Livre, Shopee, and Amazon 1.12 billion times, ranking only behind January, when there were 1.17 billion accesses, driven by Mother's Day.

Mercado Livre leads with 363 million hits, followed by Shopee and Amazon Brazil

Mercado Livre maintained its leadership among the most accessed marketplaces, recording 363 million visits in May, a 6.6% increase compared to April. Shopee ranked second, with 201 million visits, showing a 10.8% increase compared to the previous month. For the first time, Shopee surpassed Amazon Brazil in number of visits, which ranked third with 195 million visits, a 3.4% increase compared to April.

E-commerce revenue maintains growth trend in May

In addition to access data, the report also presents information about the e-commerce revenue, obtained by Conversion from the Valid Sale data. In May, revenue followed a growth trend, as did the number of accesses, recording a 7.2% increase and maintaining the trend started in March, driven by Women's Day.

Positive outlook for June and July, with Valentine's Day and winter holidays

The expectation is that this growth trend will continue in June, with Valentine's Day, and possibly extend into July, with sales for the winter holidays in much of the country. Brazilian marketplaces demonstrate a solid and consistent performance, reflecting the growing adoption of e-commerce by consumers.

Betminds launches the first season of “Digital Commerce – the Podcast”

E-Commerce Update
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Betminds launches the first season of “Digital Commerce – the Podcast”

At Betminds, a marketing agency and digital business accelerator focused on e-commerce, announced the launch of the first season of "Digital Commerce – the Podcast." The new project will bring together professionals from the main brands in Curitiba to discuss, in a relaxed manner, relevant topics in the e-commerce world, such as performance marketing, management, logistics, industry, and retail, as well as the sector's main trends.

The goal is to foster relationships and share insights

Tk Santos, CMO of Betminds and host of the podcast, highlighted that the main goal of the project is "to foster relationships among those who work with e-commerce in Curitiba, showcasing the city's major success stories." Furthermore, the podcast aims to "bring insights and trends for managers to make their operations more efficient."

Rafael Dittrich, CEO of Betminds and also host of the podcast, added: “In the day-to-day running of e-commerce, we end up focusing only on operations and the idea of the podcast is to bring this perspective of what managers are doing in their routine and what could be a solution for other businesses”.

First episode discusses hybrid e-commerce and marketplace strategy

The debut episode of "Digital Commerce – the Podcast" featured a special appearance by Ricardo de Antônio, Marketing and Performance Coordinator at MadeiraMadeira, and Maurício Grabowski, E-commerce Manager at Balaroti. The topic discussed was "Hybrid betting on e-commerce and marketplace," where the guests discussed the main challenges of operating their own marketplace alongside a traditional online store, as well as the ideal timing to make this transition in the business model.

Upcoming episodes will feature industry experts

For the next episodes, the participation of Luciano Xavier de Miranda, Director of E-commerce Logistics at Grupo Boticário, Evander Cássio, General Manager of Logistics at Balaroti, Rafael Hortz, E-commerce Manager at Vitao Alimento, and Liza Rivatto Schefer, Head of Marketing and Innovation at Vapza Alimentos Embalados a Vacuo have already been confirmed.

Those interested can check out the first episode of “Digital Commerce – the Podcast” on Spotify and YouTube.

Online stores should invest in ERP, says expert

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Online stores should invest in ERP, says expert

According to an analysis by the Brazilian Association of Electronic Commerce (ABComm), Brazilian e-commerce is expected to reach a revenue of R$ 91.5 billion in the second half of 2023. The balance sheet also indicates that sales in the sector are expected to increase by 95% by 2025. Globally, the Global Payments Report, released by Worldpay from FIS, projects a 55.3% growth in the next three years for the segment.

Mateus Toledo, CEO of MT Soluções, a company that offers solutions for e-commerce, believes that the increasing adoption of online shopping by Brazilians will boost the sector's businesses. In this sense, according to Toledo, an ERP (Enterprise Resource Planning) is one of the elements that can assist in e-commerce practices.

"A good ERP can assist in the entire management of a business, organizing information and data that are essential within a manager's daily routine," says Toledo. "The ERP assists in store inventory control, financial management, issuance of invoices and bills, customer and product registration, among others," he/she/they adds.

Evolving ERP tools and strategies

According to the CEO of MT Solutions, ERP tools and strategies have evolved in recent years, aiming to include all company control in a single integrated management system. "Among the next steps for improvement, ERP platforms have been seeking to enhance their technologies and listen to 'those who really matter,' which are the retailers," says Toledo.

“Proof of this is that organizations brought their companies’ product teams to the three largest e-commerce events that took place in Brazil this year. We can see the openness and respect shown to Brazilian entrepreneurs so that, in a short period of time, new developments and improvements can appear on these platforms,” concludes the expert.

Cart abandonment is harmful and must be reversed, says expert

E-Commerce Update
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Cart abandonment is harmful and must be reversed, says expert

A survey carried out by Opinion Box, entitled “Cart Abandonment 2022”, with more than 2000 consumers, revealed that 78% of respondents have the habit of giving up on a purchase when reaching the final stage, with the cost of shipping being the main motivator of this practice known as cart abandonment.

Ricardo Nazar, a growth specialist, highlights that cart abandonment is a practice that is quite harmful to the entrepreneur. "It is necessary to be attentive to this type of behavior so that well-defined strategies can be developed; after all, the customer went through all the purchase stages but did not complete it. What could have caused this?" explains Nazar.

The research also pointed out other reasons that lead to cart abandonment, such as cheaper products on other websites (38%), discount coupons that do not work (35%), charges for unexpected services or fees (32%) and very long delivery times (29%).

Nazar suggests that a good technique to try to bring the client back is direct contact. "Whether by email, WhatsApp, or SMS, offering a discount or advantage greatly increases the likelihood of a prospect completing the purchase," affirms the specialist. This strategy is supported by the survey data, which shows that 33% of respondents consider it "very likely" that an abandoned purchase will be completed when presented with an offer proposal from the store.

The research also investigated the factors that contribute to the purchasing decision in an e-commerce. Consumers' greatest fear is being a victim of some type of scam, with 56% of respondents prioritizing the website's reliability. Other important aspects are lower prices (52%), promotions and offers (51%), previous purchase experience (21%), ease of navigation (21%), and a variety of payment methods (21%).

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