A recent poll of almost 9 000 respondents, run by Digital Mall online retailers, emphasises the importance of customer loyalty programmes in the online retail sector.
Some 71% of respondents said customer loyalty initiatives from online retailers are essential, according to Yaron Assabi, CEO of the Digital Solutions Group.
"Customer loyalty initiatives encouraging repeat purchases and referrals is the key driver of profitability for online businesses," he says.
Live help is key
He adds that international research indicates 41% of consumers worldwide would be more likely to buy online if a live help facility (allowing instant access to a call centre rep) was available.
This is one of the key ways an online retailer can enhance customer loyalty, he notes, adding that "rich information" on products and on the security of e-retail is also important.
"Retailers today face fierce competition and need to find new ways to differentiate themselves from their competitors."
Improving conversion rates
Assabi says Digital Mall has seen a 15% growth in the conversion rate of site visits to executed transactions over the past 12 months.
He cites the live help portal and the company`s "permission marketing" strategy (allowing customers to opt-in and out of the relationship and communicating information it is sure the specific consumer is interested in), as the main reasons for the growth.
"Online, we have a wonderful opportunity to have a non-intrusive relationship with the customer, while still being able to give them a large amount of information."
Finally, timely delivery of goods and competitive pricing are essential to marinating positive customer relationships, he says.
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