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Deliveries and prices: how to retain customers in e-commerce

Clovis Souza
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Deliveries and prices: how to retain customers in e-commerce

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

Marketplaces in Brazil register 1,12 billion accesses in May, second report

E-Commerce Update
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Marketplaces in Brazil register 1,12 billion accesses in May, second report

The month of May recorded the second highest number of accesses in marketplaces in Brazil this year, according to the Report on E-commerce Sectors in Brazil, produced by Conversion. Throughout the month, Brazilians accessed 1,12 billion times sites like Mercado Livre, Shopee and Amazon, ranking just behind the month of January, when there was 1,17 billion accesses, driven by Mother's Day

Mercado Livre leads with 363 million accesses, followed by Shopee and Amazon Brazil

Mercado Livre maintained its leadership among the most accessed marketplaces, registering 363 million accesses in May, a 6 increase,6% compared to April. Shopee came in second place, with 201 million visits, showing a growth of 10,8% compared to the previous month. For the first time, Shopee surpassed Amazon Brazil in the number of accesses, that came in third place with 195 million accesses, an increase of 3,4% compared to April

E-commerce revenue maintains growth trend in May

In addition to the access data, the report also presents information about e-commerce revenue, obtained by Conversion from the Valid Sale data. In May, the revenue followed a growth trend, as well as the number of accesses, registering an increase of 7,2% and maintaining the trend that started in March, driven by International Women's Day

Positive outlooks for June and July, with Valentine's Day and winter vacation

The expectation is that this growth trend will continue in June, with Valentine's Day, and may possibly extend until July, with sales for the winter holidays in much of the country. Brazilian marketplaces demonstrate solid and consistent performance, reflecting the growing adoption of e-commerce by consumers

Betminds launches first season of "Digital Commerce" – the Podcast

E-Commerce Update
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Betminds launches first season of "Digital Commerce" – the Podcast

A Betminds, marketing agency and digital business accelerator focused on e-commerce, announced the launch of the first season of "Digital Commerce – the Podcast. The new project will bring together professionals from the leading brands in Curitiba to discuss, in a relaxed way, relevant topics in the world of e-commerce, as performance marketing, management, logistics, industry and retail, in addition to the main trends in the sector

The goal is to foster relationships and share insights

Tk Santos, CMO of Betminds and host of the podcast, highlighted that the main objective of the project is to "promote the relationships of those who work with e-commerce in Curitiba, showing the great cases of the city. Furthermore, the podcast aims to "bring insights and trends for managers to make their operations more efficient"

Rafael Dittrich, CEO of Betminds and also host of the podcast, he added: "In the day-to-day of e-commerce, we end up focusing only on operations, and the idea of the podcast is to bring this perspective of what managers are doing in their routine that could be a solution for other businesses"

First episode discusses hybrid e-commerce and marketplace strategy

The premiere episode of "Digital Commerce – The podcast featured a special appearance by Ricardo de Antônio, Marketing and Performance Coordinator at MadeiraMadeira, and Maurício Grabowski, E-commerce Manager of Balaroti. The topic addressed was "Hybrid bet of e-commerce and marketplace", where the guests discussed the main challenges of operating their own marketplace alongside a traditional online store, as well as the ideal moment to make this transition in the business model

Upcoming episodes will feature industry experts

For the upcoming episodes, the participation of Luciano Xavier de Miranda is already confirmed, E-commerce Logistics Director of Grupo Boticário, Evander Cássio, General Logistics Manager of Balaroti, Rafael Hortz, E-commerce Manager at Vitao Food, and Liza Rivatto Schefer, Head of Marketing and Innovation at Vapza Vacuum Packed Foods

Interested parties can check out the first episode of "Digital Commerce – the Podcast on Spotify and YouTube

Online stores should invest in ERP, says the specialist

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Online stores should invest in ERP, says the specialist

According to an analysis by the Brazilian Association of Electronic Commerce (ABComm), Brazilian e-commerce is expected to reach a revenue of R$ 91,5 billion in the second half of 2023. The report also indicates that sales in the sector are expected to increase by 95% by 2025. At a global level, the Global Payments Report, released by Worldpay from FIS, projects a growth of 55,3% in the next three years for the segment

Matthew Toledo, CEO of MT Soluções, company that offers solutions for e-commerce, believes that the increasing adoption of online shopping by Brazilians will boost business in the sector. In this sense, according to Toledo, an ERP (Enterprise Resource Planning, in the English acronym – Integrated Management System, in Portuguese) is one of the elements that can assist in e-commerce practices

A good ERP can assist in the entire management of a business, organizing information and data that are essential within the work routine of a manager, affirms Toledo. The ERP helps with inventory control of the store, financial control, issuance of invoices and payment slips, registration of customers and products, among others, complete

Evolving ERP tools and strategies

According to the CEO of MT Soluções, the tools and strategies of ERP have evolved in recent years, seeking to include all company control in a single integrated management system. "Among the next steps for improvement, ERP platforms have been seeking to improve their technologies and listen to 'those who really matter', what are the retailers, says Toledo

"The proof of this is that organizations brought their product teams to the three largest e-commerce events that took place in Brazil this year". It is noted the openness and respect towards Brazilian entrepreneurs so that, in a short period, "news and improvements appear on these platforms", concluded the expert

Cart abandonment is harmful and should be reversed, says the specialist

E-Commerce Update
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Cart abandonment is harmful and should be reversed, says the specialist

A survey conducted by Opinion Box, titled "Cart Abandonment 2022", with more than 2000 consumers, revealed that 78% of respondents have the habit of abandoning a purchase when reaching the final stage, with the shipping cost being the main motivator of this practice known as cart abandonment

Ricardo Nazar, growth specialist, highlights that cart abandonment is a practice that is quite harmful to the entrepreneur. It is necessary to pay attention to this type of behavior so that well-defined strategies can be developed, after all, the customer went through all the stages of the purchase and did not complete it. What could have caused this?”, explain Nazar

The research also pointed out other reasons that lead to cart abandonment, like cheaper products on other sites (38%), discount coupon that doesn't work (35%), charges for unexpected services or fees (32%) and very long delivery time (29%)

Nazar suggests that a good technique to try to bring the customer back is direct contact. "Be it by email, "WhatsApp or SMS when offering a discount or advantage significantly increases the likelihood of a prospect completing the purchase", says the expert. This strategy is supported by the research numbers, that show 33% of respondents consider it "very likely" that the abandoned purchase will be completed in light of an offer made by the store

The research also investigated the factors that contribute to the purchase decision in an e-commerce. The biggest fear of consumers is being a victim of some kind of scam, with 56% of respondents prioritizing the reliability of the site. Other important aspects are lower prices (52%), promotions and offers (51%), previous purchase experience (21%), ease of navigation (21%) and variety of payment methods (21%)

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