Philip Kotler, in his book “Marketing Management,” states that acquiring a new customer costs five to seven times more than retaining existing ones. After all, for the repeat customer, it is not necessary to invest effort in marketing to present 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 face to face experience. Building customer loyalty in e-commerce requires specific actions to satisfy the consumer, strengthen the relationship, and encourage them to purchase more often.
This finding may seem obvious, but it is only possible to retain buyers who are satisfied with the experience they had. If they are dissatisfied due to an error in the payment process or delayed delivery, for example, they may not return and might even speak negatively about the brand.
On the other hand, loyalty is also advantageous for the consumer. Upon discovering a reliable e-commerce platform, with quality products and fair prices, good service, and timely deliveries, they do not expend energy searching elsewhere and start to see that store as a reference. This generates trust and credibility that the company provides the best service.
In this scenario, two elements prove fundamental to ensure the loyalty process: deliveries and prices. It is interesting to know some essential 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 crucial to establish partnerships with local organizations that can handle deliveries in a more personalized manner. Additionally, one tip is to offer exchanges and training for regional delivery personnel so that the order arrives in perfect condition and represents the brand well. Ultimately, this strategy also reduces costs and shipping fees for the consumer, addressing one of the main pain points in today’s online sales market.
2) Packaging
The moment of packaging the product is important. Treating each delivery as unique, taking into account the packaging needs and peculiarities of each item, is essential to ensure proper handling. Furthermore, personalizing deliveries with unique touches makes a difference, such as handwritten cards, spritzes of perfume, and sending gifts.
3) Omnichannel
Having data tools and careful, in-depth analysis is fundamental in a venture to enhance this experience for the consumer. The benefits are numerous. Firstly, there is more assertive communication and smarter strategies when we implement omnichannel, as the user enjoys a unified experience online and offline. The service becomes even more personalized and precise.
4) Marketplace
Entering a broader offering environment allows for varied purchasing options. This way, it is possible to meet the diverse needs of the audience, bringing alternatives for all tastes and styles. Today, the tool has become indispensable for e-commerce. It is necessary to offer diverse options, with effective solutions for audience demands, as well as focusing 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 via telephone or WhatsApp, as well as providing personalized service through customer care, are alternatives that are widely used today.
