Large online retailers have been holding their positions for many years. Each of them has its own secret to success, but there is one common feature – trust from customers. It is built as a result of constant interaction with the audience and receiving feback, which allows to increase brand recognition and increase sales.
Checklist: How to Improve the Shopping Experience and Make Customers Happy
If you want your customers to come back to your store to buy more and recommend it to their friends, you ne to provide them with a positive shopping experience. Here’s how online stores can make customers happy and build long-term, trusting relationships with them.
What is positive marketing?
Positive marketing is when a company doesn’t sell, but supports. Doesn’t pressure to buy, but inspires. It’s about relationships, not “buy-right-now”. It’s important not to talk, but to show – through stories, emotions and real examples.
Imagine a video from a sportswear brand. A guy wakes up at dawn, laces up his sneakers, and goes for a run through empty streets. He runs not to break records, but because it’s his way of coping with life. The frame shows sweat, fatigue, but also pride in himself. No one says, “buy our sneakers.” Instead, the brand shows how running helps you cope with difficulties. And the person buys not shoes, but support in his personal race.
What makes a customer happy?
Trust and happiness are closely relat. According to a study by Marketing and Happiness , the top two reasons for losing trust in a brand are poor customer service (low-quality products, advertising that doesn’t correspond to reality, etc.) and price changes. But negative shopping experiences that involve emotional reactions can be turn into positive ones if companies focus on ensuring that customers receive positive emotions from their communications with them.
Over the past centuries, there have been significant changes in the world and the way of life of mankind, but this has not affect the main components of happiness.
Positive Marketing: How and Why to Make Customers Happy
Health, self-esteem, and relationships with other people remain essential components of human happiness. When we experience joy and happiness, our brains produce endorphins, oxytocin, serotonin, and other happiness hormones. Although these emotions are short-liv, their effects are remember for a long time. If these emotions are associat with your online store, customers will return again and again. To make your customers happy, there are a few important things to focus on.
List of Oman phone number data is very important site for your company. How to check if a phone number is active without oman phone number data calling is very valuable for your business. Phone verification tools are us by us to improve customer reach. Using the list of phone number data helps improve the customer experience.
Offer customers what they want
One of the most important components of a positive shopping experience is the ability to quickly and easily find the product you ne. How can this process be made easier?
Help customers navigate the site. Create convenient and clear navigation. Provide the ability to narrow down the catalog search water pollution data using additional filters by product properties and manufacturers.
Use personaliz recommendations. By showing users the products they are interest in, you not only help them find what they ne faster, but also show that you care. And when products are truly select to match the interests and preferences of the buyer, this care is remember, and the client becomes loyal and happier. Not to mention that using personaliz recommendations allows an online store to increase the conversion rate and increase the average check. For the BUTIK store, the introduction of a block of personaliz bestsellers on the category page brought a 6.92% increase in conversion .
Positive Marketing: How and Why to Make Customers Happy
Segment your audience in the email channel. Newsletters are much more effective if you divide your subscriber base into numbers lists segments bas on various characteristics. Determine the interests of your subscribers and create personaliz product offers for them.
2. Provide quality service
A quality product does not guarantee complete customer satisfaction. To be happy, the customer nes to receive quality service in all respects.
Provide customers with the opportunity to pay in various ways. Provide all possible payment options for purchases (cash, cards, electronic money, etc.) both when paying on the website and when receiving the order via courier.
Confirm the order promptly and notify about changes
In its status (packaging, dispatch from the warehouse, etc.). Provide feback as quickly as possible. Use various channels to confirm the order: email notifications, SMS notifications, phone conversations with a company employee.
If possible, indicate the intervals and delivery date on the website. For example, on the product page of the Ozon.ru online store, next to the “Add to cart” button, each product has information about the nearest delivery date.
Positive Marketing: How and Why to Make Customers Happy
3. Encourage loyalty
Don’t forget about customers after they’ve made an order. Implement loyalty programs to encourage repeat purchases. How do you interact with users who’ve already made a purchase?
One of the most effective ways to build communication with users who have already made purchases in your online store is bas on RFM analysis. RFM segmentation (R – recency, F – frequency, M – monetary) allows you to distribute users into segments depending on the recency of purchases, the frequency of these purchases and the size of the order amount.
RFM segmentation of e-mail subscribers allows you to:
Get an idea of the quality of your customer base
Identify the most loyal customers
Identify those who require more attention
Identify critical points of communication with clients
Launch automat campaigns to effectively generate repeat sales and manage retention rates
Using the example of one of the large online stores of electronics and household appliances, the implementation of scenarios bas on RFM segmentation l to a 4.5-fold increase in the number of repeat orders.
Positive Marketing: How and Why to Make Customers Happy
4. Show concern for customers
Make your customers feel car for. Don’t just offer them new products or special promotions – think about how to anticipate their nes and wants.
Offer users to replenish stocks in a timely manner. Some products have a specific consumption cycle. Products with regular demand usually include products for children, animals, health&beauty segment, etc. Offer your customers to replenish stocks when such products are about to run out.
Anticipate your customers’ desires. Online stores receive a huge amount of information about their customers, which can be us to create consumption chains. For example, a customer of a baby store will ne baby dishes a few weeks after purchasing bath products.
In one of the large online pet stores, the trigger scenario “Next Best Offer” from Retail Rocket shows an Open Rate of 19.8%, a CTR of 23.16%, and a conversion rate of 17.15%.
Positive Marketing: How and Why to Make Customers Happy
5. Engage your audience in interaction with the brand
One effective way to turn new customers into regulars is to engage them in interactions with your company. The more your customers feel connect to your brand or store, the more likely they are to make repeat purchases and build loyalty.
