TRUST DRIVES LOYALTY
As today’s online consumer becomes less trusting and more demanding, online retailers must have a clearer, deeper understanding of actual customer needs especially when this knowledge could be the difference between attracting loyal, proﬁtable customers who become proactive advocates or disengaged detractors. Understanding your customer is not just about having more information, but having the right information that positively impacts the customer life cycle and bottom line.
Tip - DEVELOP BUYER PERSONA’S
Buyer personas provide a clearer customer proﬁle and more speciﬁcally, the practical elements that drive their decision-making process.
Customer attitudes and priorities change consistently and intelligent retailers spot these changes early and adjust their strategies accordingly. Put yourself in the customer’s shoes, look at the available options to meet their needs then assess the ability of your online retail business to meet those needs.
1. What is the proﬁle of your “ideal” customer?
2. How much would it cost to acquire your “ideal” customer?
3. What drivers inﬂuence your customer’s buying decisions? Are they based on ﬁnancial, personal, seasonal or impulsive reasons?
Encourage ongoing feedback – Talk to your customers and ﬁnd out what’s working and what’s not. Would they recommend your business and buy from you again?
Create buyer persona(s) – To really know your customer, you need to know who they are and understand what inﬂuences and drives them to purchase the products you sell.
Develop a communications program – Think about how and when you engage your customers. Understand their purchase triggers and communicate messages that resonate.