Building customer loyalty in online retailing – a primer

One of the toughest challenges that ecommerce businesses and online retailers face is earning customer loyalty. A face to face interaction at a brick and mortar store has a far higher chance of building a real connection with a customer than a fleeting online interaction does.

Smart etailers and entrepreneurs realise that their customers are central to their success, and it is important to build a lifelong relationship with them. They also understand that earning their customers’ loyalty is no cakewalk and comes only with giant doses of ecommerce wizardry (cue Amazon). Developing a user interface that exceeds expectations, offering ”performance-oriented” customer service that anticipates and prevents problems before they arise, and tackling the sticky issue of shipping and returns deftly are some of the many little building blocks that make a truly great ecommerce experience.

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