Bristol, United Kingdom (PressExposure) March 02, 2009 -- Online retailers need to attract repeat sales in order to succeed, according to online retail trade association the Interactive Media in Retail Group (IMRG).
Repeat sales, says the IMRG, are vital for online success. âAttracting repeat business is all about customer service and website usability,â says David Smith, the IMRGâs director of operations and expert contributor to the small business marketing advice website, Marketing Donut. âOnline customers, look for ease of purchase and quality of service, as well as choice and price.
âIf youâre in fast-moving consumer goods, for example, youâre probably going to need to replenish or introduce new stock regularly, in the same way that youâd dress a shop window to stand out on the high street,â says Smith. âOr, if your products remain fairly static, it might be price offers that draw people in. Either way, you need to make sure that your search engine marketing pushes the right products and pages so they are easy to find.â
Good online customer service also drives repeat sales and can give online retailers an edge over other e-retailers, according to the IMRG. Important factors include a transparent returns policy, clearly listed contact details and fast, reliable delivery.
According to Smith, some retailers even use mobile technology to keep customers informed. âA simple text message can let the buyer know their goods have been dispatched,â he says. âIt creates a dialogue and can help uncover any problems early on.â
The IMRG says it can also be worth offering exclusive opportunities to buy new or discounted lines to high-value customers. âIt can also be a way of getting customers to sign up to certain offers or become part of a special club,â says Smith. âThis can make people feel valued and therefore they are more likely to come back to you rather than a competitor.â
Become a Marketing Donut expert by visiting the blog http://marketingdonutblog.co.uk/contributors/ Find out how to join Marketing Donut here http://marketingdonutblog.co.uk/join/ For more information about e-commerce visit the IMRG website http://www.imrg.org/
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