Philip Kotler, in his book "Marketing Management”, it is stated that acquiring a new customer costs five to seven times more than retaining the current ones. After all, for the recurring customer, it is not necessary to dedicate effort in marketing to present the brand and gain trust. This consumer already knows the company, the service and the products
In the online environment, this task is more strategic due to the lack of experienceface to face. Loyalty of customers in e-commerce requires specific actions to satisfy the consumer, narrow the relationship and make him buy more often
The observation may seem obvious, but it is only possible to retain buyers who were satisfied with the experience they had. If they are dissatisfied due to an error in the payment process or delayed delivery, for example, they may not come back and still speak ill of the brand
On the other hand, customer loyalty is also advantageous for the consumer. When discovering a reliable e-commerce, with quality products and fair prices, good service and on-time deliveries, he does not wear out and starts to see that store as a reference. This generates trust and credibility that the company serves you in the best way
In this scenario, two elements are fundamental to ensure the loyalty process: deliveries and prices. It is interesting to know some essential strategies to strengthen these operations, especially in the virtual environment
1) Investment inlast mile
The final phase of delivery to the consumer is one of the keys to ensuring a good experience. In a company with national reach, for example, it is essential to establish partnerships with local organizations, that can handle deliveries in a more personalized way. Furthermore, one tip is to promote exchanges and training with regional delivery personnel so that the package arrives in perfect condition and with the brand's identity. Finally, this strategy still lowers costs and reduces shipping to the consumer, bringing a solution to one of the main pain points of the online sales market today
2) Packaging
The moment of packing the product is important. Treat each delivery as unique, taking into account the packaging needs and peculiarities of each item is essential to ensure proper handling. Furthermore, customizing deliveries with personalized touches makes a difference, like handwritten cards, sprays of perfume and sending of gifts
3) Omnichannel
Relying on data tools and thorough and careful analysis is essential in a venture to bring this experience to the consumer. The benefits are numerous. Firstly, there is more assertive communication and smarter strategies when we implement theomnichannel, since the user has a unified experience online and offline. The service becomes even more personalized and accurate
4) Marketplace
The entry into a broader environment of offerings allows for varied shopping options. In this way, it is possible to meet the most diverse needs of the public, bringing alternatives for all tastes and styles. Today, the tool has become essential for e-commerce. It is necessary to offer diverse options, with assertive solutions for the demands of the public, as well as focusing on different offers with low price options
5) Inclusion
Finally, thinking about inclusive platforms enables democratic service and reaches an even larger audience. Offer purchases by phone or WhatsApp, as well as providing personalized service to people through customer service are very commonly used alternatives today
