Philip Kotler, in his book “Marketing Management,” states that acquiring a new customer costs five to seven times more than keeping the existing ones. After all, for the recurring customer, there is no need to invest marketing effort 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 the face to face experience. Retaining customers in e-commerce requires specific actions to satisfy the consumer, strengthen the relationship, and encourage them to buy more often.
This finding may seem obvious, but it is only possible to retain buyers who were 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 could even speak negatively about the brand.
On the other hand, loyalty is also beneficial for the consumer. Upon discovering a reliable e-commerce platform with quality products and fair prices, good service, and timely deliveries, they do not get exhausted and begin to see that store as a reference. This generates trust and credibility that the company meets their needs effectively.
In this scenario, two elements are essential to ensure the loyalty process: deliveries and prices. It’s 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, a tip is to conduct exchanges and training with regional delivery personnel to ensure that the order arrives in perfect condition and reflects the brand well. Finally, this strategy also lowers costs and reduces shipping 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 important. Treating each delivery as unique, considering the packaging needs and peculiarities of each item is essential to ensure proper handling. Furthermore, personalizing deliveries with special 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 a business to bring this experience to the consumer. The benefits are numerous. Firstly, there is more assertive communication and smarter strategies when we implement omnichannel, since the user enjoys a unified experience online and offline. The service becomes even more personalized and accurate.
4) Marketplace
Entering a broader environment of offerings allows for a variety of shopping options. This way, it is possible to meet the diverse needs of the audience, bringing alternatives for all tastes and styles. Today, this tool has become essential for e-commerce. It is necessary to offer diversified options, with effective solutions for the audience’s demands, as well as to 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 via phone or WhatsApp, as well as providing personalized service through customer support, are alternatives widely used today.
