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Understanding how to retain the customers that you have spent money acquiring is vital for any online business.
Attracting a new customer can cost five times as much as keeping an existing one, so companies need to pay as much attention to retention as they do to acquisition.
Here are 21 tactics ecommerce firms can use to keep customers coming back for repeat purchases, and avoid losing them to competitors...
French Connection announced this week that almost a quarter of its sales took place online in 2014.
Ecommerce represents 23% of its total retail revenue, which is 20% up from the previous year and as also reported in InternetRetailing 24% of all orders were fulfilled using its click and collect service. This follows its recent investment in multichannel services, from the website platform to the warehouse.
Lets take a look at French Connection and examine how the retailer can improve its multichannel standing, paying particular attention to delivery, returns, mobile and social customer service.
According to a survey by CollectPlus, 27% of consumers are put off ordering something online in the first place because they do not want the hassle of returning it if it isn’t right.
Therefore the need for online retailers to provide clear and easy to find information on its returns policy as well as making it as hassle-free as possible is integral to customer experience.
After the blowout of Black Friday and Cyber Monday, returns are expected to peak today, as customers change their minds about the presents they have already bought.
So, with returns volumes potentially rising this Christmas, how should retailers handle returns?
Back in the distant past of 2012, our illustrious editor shared his 14 best practice tips for how ecommerce sites should handle online returns.
Upon reading the above linked article you’ll notice that very little in terms of best practice has changed in the intervening years.
However in the intervening two years since the above publication, how well have some of the top UK ecommerce sites presented their returns information? Let’s take a look...
Ongoing profit from a customer’s lifetime value is generally much higher than any one single transaction.
If you do this, you’ll also find that it’s much cheaper to retain a loyal customer than it is to constantly acquire new ones. 82% of companies asked in our Cross Channel Marketing report agree that customer retention is cheaper than acquisition.
Customer retention is a must for any business where its goals are for long-term success. Here are some of the ways that you can achieve this.
We're often looking for examples of good, and not so good, practice in ecommerce for our reports and articles, and there are a few sites you can generally rely on for the former.
One of these in AO.com, formerly Appliances Online. The company was launched 14 years ago and its recent IPO valued it at around £1.6bn.
A key reason behind the company's growth can be found in its focus on good design and customer experience, as well as a culture of testing and optimisation.
As a result, AO.com contains many examples of ecommerce best practice that others can learn from. Here are just a few...
You might think that, for retailers with a network of stores, allowing customers to return items bought online to their nearest shop would be a no-brainer. Sadly not.
50% of the UK's multichannel retailers were not able (or willing?) to accept returns for online purchases.
This suggests that, though many retailers have worked hard to integrate online and offline channels to provide a better experience for customers, many still have work to do.
Good customer services matters. A lot. And here's why.
I'm not a huge fan of 'outing' brands across such a well-read blog as Econsultancy’s.
However, I’ve been so utterly disheartened by my experience with Mango in recent weeks that I felt compelled to publicise it in the hope it might spring them into action (and educate other retailers on the mistakes to avoid).
What do customers want in a multichannel experience and how will technology help deliver it in 2014?
Customers don’t always know what it is they want, but by looking at current habits, themes will undoubtedly emerge.
Walker Sands has recently surveyed 1,000 US consumers on the future of retail. The results are interesting and give some pointers to retailers hoping to stay on consumer trend for buying habits.
Here are the best bits:
Many fashion retailers are feeling a pressure on their margins due to delivery costs and price deflations.
This is a tricky area for fashion sites, as they have higher than average returns rates due to the fact that customers cannot try items on before buying.
This article looks at a few ways on how to combat this downward trend.
I was recently involved in an online discussion (ecomchat) which started when the question was asked "how important is delivery, shipping & returns for retailers?".
I responded with a home truth based on all the 100's of hours of user research that we have conducted/are continually conducting for multichannel retailers.
When a user/consumer has a choice of retailer from which to buy the product they are looking for, after price then it is almost always delivery options, delivery costs and then the returns proposition that are the three most important factors which influence buyer behaviour.