Satisfied customers are more likely to shop offline too
The most recent research says that shopper are more likely to return to retailer’s website if they are satisfied with its service online, and more interested in buying from the retailer offline, according to a study by customer satisfaction measurement specialist ForeSee. In this article you will learn the advantage of Multi Channel customer loyalty and how you can provide it.
They have surveyed nearly 10,000 shoppers visiting UK’s top 40 online retail websites, measuring four factors.
- Functionality of the Website
- Online Price
- Web Merchandise
- Website Content
The most popular e-retailer was amazon.co.uk with 85% satisfaction rate and amazon.com with satisfaction rate of 82%, also play.com and johnlewis.com (Each 80%).
ForeSee’s chief executive Larry Freed has said: “Ore research shows just how important the impact of the online shopping channel is on overall business. One of the best ways to increase that impact is by improving customer satisfaction, which results in increased sales, loyalty and positive word-of-mouth recommendations”.
Now you see the importance of the web presence for your business. Having just website does not give any advantage for your, it might even dilute your brand image if you haven’t created a website to instantly capture the visitor’s attention.
Look at the 4 measuring factors, your website’s functionality should be smooth and easy to navigate. The visitor should not be kept wondering around what to do when they land on your website. Have a thorough look at Amazon, they have made the online shopping experience very easy and it gives the brand loyalty and it can be converted to your offline business success.
The price matters, so try to research well what others in your industry offers. Think about value you add, give your customer more than they expect. And you will have them for life.
What is Web Merchandise?
“In the broadest sense, Web Merchandising is the practice which contributes to the sale of products to the retail consumer. At virtual store level, merchandising refers to the variety of products available for sale and the display of those products in such a way that it stimulates interest and entices customers to make a purchase.”
So why does Web Merchandise matter?
Because traditionally speaking “…merchandising refers to the variety of products available for sale and the display of those products in such a way that it stimulates interest and entices customers to make a purchase…” It’s the second part of that definition: “display of products in such a way that stimulates interest and entices customers to make a purchase” that is at the heart of online merchandising.
Online merchants typically don’t select or manage the inventory, but they optimize the performance of the inventory in the online store environment based on customer behaviour.
For more about Online Merchandising read the article below:
What it Means, Why it Matters, Why it’s so Misunderstood
Website Content: this is really important to keep your visitor on the site for a long time and let them lake decision. Content is King.
A simple explanation from the Web about Content,
Web content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations.
In Information Architecture for the World Wide Web, Lou Rosenfeld and Peter Morville write, “We define content broadly as ‘the stuff in your Web site.’ This may include documents, data, applications, e-services, images, audio and video files, personal Web pages, archived e-mail messages, and more. And we include future stuff as well as present stuff.”
I hope now you see the advantage of Multi Channel online marketing to make your customers satisfied and make them more likely to shop online and offline from you.
Keep in mind: Always make it easy, like Having Mobile payment options which I mentioned yesterday.