Easy Ideas for Customer Retention

Whatever product or service your company offers, keeping customers engaged and coming back to your site is critical for ecommerce success. Customers remain loyal to brands that treat them well, but even more so to companies that implement memorable tactics to keep them happy. Below are some easy ideas that can go a long way toward leaving a good impression on your customers.
    

Educate

You don't need to be pushing a sale every time you communicate with your customers. Sharing content related to your products or industry can provide your customers with helpful information for purchasing decisions. By establishing your company as a source of authoritative information, you also build up your trust and reputation among customers.

Create helpful offers

Go beyond the run-of-the-mill discounts and think of special offers that improve the purchase experience, rather than just trying to make a sale. What sets you apart from the competition? Do your product margins grant you the flexibility to give away free gifts with orders? Are there ways you can simplify the decision to purchase (like offering free returns or special warranties)? To come up with a promotion that works for your situation, consider the interests of your customers, the products you sell, and the logistics of your company.

Be approachable

Keeping a professional tone with your customers doesn’t mean all communication needs to feel scripted. Remember, messages that actually have a “human touch” to them will go a long way toward making your brand memorable and encouraging repeat business.

Say 'thank you'

Sending a thank you welcomes new customers to your site, and is a reminder of your expert service to returning customers. To encourage repeat business, offer a coupon or shipping discount on their next order. Consider also sending thank you emails/discounts when customers complete other actions on your website, like signing up for your newsletter.

3 Ways to Combat 'Shoplifting' in Ecommerce

Theft during the last mile of product fulfillment is a growing problem in ecommerce. According to a report by InsuranceQuotes.com, 23 million Americans had packages stolen from their doorsteps in 2015. Even worse - a DropOff study found that 94% of consumers blame the e-tailer for poor delivery, while only 42% blame the delivery provider. Not only are you losing product from theft, you're also losing repeat customers and brand reputation.

While there isn’t much you can do to directly prevent this type of “shoplifting,” there are things you can do to decrease the likelihood of theft and provide customers with a better delivery experience.

Secure delivery options

Unattended packages are the ones thieves like to target, so secure delivery options can be a major deterrent. Some common solutions are:

  • Signature request
  • In-store pickup (if you also operate brick-and-mortar locations)
  • Delivery to a storage locker (Amazon Locker is a good example)
  • Customer-supplied delivery instructions (for example, you can add a new checkout field where customers write instructions, like “Please leave package on the back porch.”)

Proactive shipping notifications

Most ecommerce sites allow customers to passively check the delivery status of an order. Taking a more proactive approach to this idea can not only make your deliveries more secure, but improve your customers’ experience. Encourage customers to sign up to receive delivery notifications via text message, email, or even app push notifications.

Delivery scheduling

Work with your carriers to offer your customers the ability to select a specific delivery date and time. This can be a value-added shipping option at checkout, or you can offer it for free with a minimum order.

Assessing your Ecommerce Customer Service

Returning customers provide the best ROI for ecommerce companies. While there are lots of things you can do to retain customers, it’s important to remember the primary factor that influences whether a customer will continue to order from you: do you provide a good customer experience? To answer this question and make any necessary improvements, you have multiple options for assessing customer experience.
    
One excellent method is to become your own customer. Contact your company for help with placing an order. Buy something from yourself and evaluate your checkout process. After the order arrives, call customer service to troubleshoot some issues. Go through your returns process. Evaluate what you see from this perspective and ask yourself which areas have the highest need for change.

You can also assess your customer experience by looking at collected feedback. To start, you can analyze the latest product return codes to look for common themes (or, you can decide to implement new codes to get more granular data). If your customer service department uses call monitoring and/or complaint logging/reporting, that’s also an excellent way to find areas of the customer experience that need improvement. Finally, you can always ask your customers for constructive feedback with survey tools.

Don't forget: your competition's offerings and customer expectations are always evolving. Since it's a major competitive differentiator, it's critical to periodically assess your customer experience and make improvements where necessary.

Aspects of Fulfillment that End-Point Customers Care About

Order fulfillment is a very “behind-the-scenes” aspect of ecommerce. But, even though it’s not a consumer-facing process, order fulfillment has a big impact on customer experience. A recent study from Dotcom Distribution found that the most important elements of order fulfillment affecting customer loyalty were delivery times and premium packaging.

According to 87% of the 558 online shoppers surveyed, delivery time is a key factor when deciding to place another order with an e-tailer. Additionally, 44% said faster delivery would increase their trust with a brand. When it came to premium packaging, consumers expressed many positive sentiments:

  • 40% said they would be somewhat more likely or much more likely to purchase from an e-retailer that offers premium packaging
  • 68% said that branded packaging makes the brand seem more upscale
  • 61% said that branded/premium packaging gets them more excited about receiving/opening the package
  • 44% said that premium packaging reinforces that the product was worth the cost


From a fulfillment perspective, improving these areas is key to growing your ecommerce business. To improve your delivery speed, you could look at 3PL providers that are closer to your customers, or you may need to improve your inventory management. For example, by maintaining real-time inventory monitoring, you can then process orders in real-time. The time saved from order processing results in customers getting their packages much faster. Additionally, the benefits of premium packaging are too numerous to ignore – consumers will be more likely to enjoy their experience, order again, and tell their friends. At Fulfillment Works, we have lots of resources to design and produce custom packaging for our clients. Contact us to learn how we can help.

9 Tips to Lower Cart Abandonment Rates

Cart abandonment is one of the most common ways ecommerce sites lose sales. It’s a ubiquitous problem that happens to even the best sites. But fortunately, there are many features and preventative measures you can implement to improve sales and the customers’ experience.

Be clear on the final cost

Many ecommerce sites notice a huge bounce rate once a customer begins the checkout process and sees the final order total - especially if it has increased since the checkout process started. Since increases are usually due to shipping costs, include an estimated shipping fee as early as possible in the checkout process. Or, eliminate shipping charges altogether.

Don't force shoppers to create an account

Forcing a new customer to create an account with your website before completing a purchase has its pros and cons. While account creation helps you track user behavior and preferences, the process can be perceived as an inconvenience - plus, it adds another layer to what should be the simplest part of your website. In addition to adding "guest" or "express" features to your checkout process, try allowing shoppers to easily create an account via their social media login to ensure that your account base continues to grow.
    

Emphasize Security

In this day and age, customers want assurance that their financial data is safe. Highlight the security features of your site so customers can confidently complete a transaction.

Offer Multiple Payment Options

Alternative payment options like Google Wallet, Amazon Payments, PayPal, etc. help simplify the checkout process, come with built-in security features, and cater to shopper preferences.

Accommodate mobile users

Customers are using mobile devices more than ever before. If your checkout process is confusing or cumbersome on mobile devices, then your cart abandonment rate will likely increase. A responsive design that works on all screen sizes can solve this issue.

Highlight customers support options

Every action in the checkout should be easy to find – especially support options like FAQs, live chat, and other customer service features. Make sure they are clearly available during each stage of checkout.

Auto-apply Coupons

Shoppers become understandably frustrated when they get deep into the checkout process only to find that their discount code doesn’t apply to their order. If your store is having a sale or offering a particular discount, automatically apply the coupon code at checkout, or display coupon codes in a site-wide banner for customers.

Include options to modify orders

Make sure customers can change the quantity, color, size, and other attributes of the items in their order without having to leave the checkout.

Maintain site stability and speed

If your checkout process crashes or loads too slowly, it’s going to cost you sales. Make sure to test it thoroughly and account for potential user actions, like using the browser’s back button.