Philip Kotler, in his book “Marketing Management,” states that acquiring a new customer costs five to seven times more than maintaining existing ones. After all, for recurring customers, there is no need 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 the experience face to face. Retaining customers in e-commerce requires specific actions to satisfy the consumer, strengthen the relationship, and encourage repeat purchases.
This observation may seem obvious, but it is only possible to retain buyers who were pleased with the experience they had. If they are dissatisfied due to an error in the payment process or a delayed delivery, for example, they may not return and may even speak poorly of the brand.
On the other hand, loyalty is also advantageous for the consumer. Upon discovering a reliable e-commerce platform with quality products, fair prices, good service, and timely deliveries, they do not wear themselves out and start to see that store as a reference. This generates trust and credibility that the company meets their needs in the best way possible.
In this scenario, two elements are essential to ensure the loyalty process: deliveries and prices. It is interesting to know some key strategies to strengthen these operations, especially in the virtual environment:
1) Investment in last mile
The last 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 establish partnerships with local organizations that can handle deliveries in a more personalized way. Additionally, one tip is to promote exchanges and training sessions with regional couriers to ensure that the order arrives in perfect condition and reflects the brand’s identity. Finally, this strategy also reduces costs and lowers shipping fees for the consumer, addressing one of the major pain points in the online sales market today.
2) Packaging
The moment of packing the product is important. Treating each delivery as unique, considering the packaging needs and peculiarities of each item, is essential to ensure proper handling. Additionally, personalizing deliveries with special 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 business to provide this experience to the consumer. The benefits are numerous. First, there is more effective communication and smarter strategies when we implement the omnichannel approach, as the user enjoys a unified experience both online and offline. The service becomes even more personalized and accurate.
4) Marketplace
Entering a wider offering environment provides various 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 important to offer diverse options, with effective solutions for the demands of the public while also focusing on different offers featuring low prices.
5) Inclusion
Finally, considering inclusive platforms allows for democratic service and reaches an even larger audience. Offering purchases via phone or WhatsApp, as well as providing personalized assistance through customer service, are very common alternatives today.
