With the ability to move quickly from place to place on the Internet, it has become difficult to win the loyalty of a large number of online visitors. A recent study by DoubleClick Performics/e-tailing group gives some insight into what can be done to improve online consumers' loyalty.
A large percentage of consumers check out a number of sites before making buying decision. Stuart Frankel, president of DoubleClick Performics said concerning this, "Seven out of ten consumers shop multiple websites before making an online purchase to find the site offering the best deal."
From the very beginning we have the challenge of standing out among a number of easy-to-access competitors.
The study confirmed that online consumers had some loyalty to an online seller if they offered "value, superior service and product mix". But the loyalty wasn't strong; this is just the price of entry if we even want to be considered. There more we must do to win loyalty.
Similar to the offline business world, consumers have been found to love their member-only clubs where they're offered unique specials and discounts.
Another major strategy people respond to is emails sent that include largely discounted items, which develops more of a loyalty to the company sending it.
With the easy ability to check prices online, these member-only clubs and specials, along with emailed discounted opportunities are some of the better ways to create more loyalty in our online customers.
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