I saw that a survey conducted in early 2010 showed that following a positive experience of online shopping last Christmas, four in ten customers plan to spend more online next year*, proving that internet customer loyalty is just as tangible as returning custom on the high street. I believe that a crucial factor to drive the success of online retail is ensuring a great customer service experience, and working to rival everything that the high street offers.
Many consumers look for the same qualities in an online store that they would in a bricks-and-mortar shop; a safe and secure shopping environment, with brands they know and recognise, along with offers and promotions. I believe that free shipping or postage is also a big draw, as it means great value for money. I have watched as websites have become increasingly more sophisticated, making online purchasing ever easier and subsequently more accessible. Delivery windows continue to decrease, providing a greater sense of instant gratification. The introduction of banking verifications have also allowed payment to become more secure, reassuring customers who may be concerned with safety. All these factors contribute to the satisfaction of the online experience.
An added online benefit unavailable on the high street is the addition of customer submitted reviews, whether they concern the product or site itself. This provides a way to find out ‘real’ opinions from those who have purchased and tried the product, rather than a sales pitch and a chance for customers to access first hand experiences of their shopping experience.
As innovations make online shopping more and more engaging, computer literacy becomes increasingly widespread. Computers control our lives more now than ever, and as they become more and more accessible, we are inevitably going to see the world of online shopping become tangible to all demographics. Therefore I emphasize the importance of providing a great customer service whatever the product or brand.
* http://www.internetretailing.net/2010/01/41-of-consumers-plan-to-spend-more-online-next-christmas/