BLOG: Online Retailers Must be More Welcoming

The personal touch goes a long way, especially in the retail industry where brands are particularly combative in their battle for sales supremacy.

That being the case, I was surprised by findings revealed in a recent article in Customer Strategy which states that 52% of welcome emails sent by online retailers failed to use the customer’s name.   

Perhaps because it’s become so commonplace to purchase goods on the internet, marketers have started to take their eye off the ball. In business, it’s the small things that count. Why do people revisit the same restaurant time and time again? Maybe because the food is great, possibly because it’s close to home but more than likely it’s because they’ve established a personal relationship with the owners/managers.

The same premise applies to retailers. They must not be content to let their products do the talking and should go above and beyond to please their customers – be it in the form of a personalised welcome email or a call to action. It’s details like these that are likely to make the difference and engender brand loyalty.

As Customer Communications Outsourcers, we must heed these warnings. We must be proactive and suggest ways in which our partners can maximise their sales potential. Companies often talk the talk when it comes to cross-channel integration. Our job is to ensure they avoid complacency and deliver their promises.

by Neville Upton, Jan 20 2010, 02:47 PM