With festive online shopping continuing to rise, ecommerce experts are reminding businesses about the importance of using this key sales period to engage and nurture new customer relationships – creating loyal, repeat customers.
Economists are predicting that online spend in Britain during the ‘Golden Quarter’
(November to January) is set to hit £28 billion this year, a £1.1 billion boost on last year’s
sales.
Yet research from ecommerce experts at DMAC Media shows a move away from big
retailers to smaller local online stores – with 49% of adults saying that they will NOT be
buying anything from Amazon this Christmas – creating opportunities for smaller local stores
online.
Dave McEvoy (pictured), director at DMAC Media, said: “Although it is important to ‘make hay while the
sun shines’ and hit your ecommerce sales, those who really win from the Christmas boost in
traffic and customers are those who go on to engage, build loyalty, and gain repeat custom.
“Too many retailers focus on the here and now, and forget to use this time as an opportunity
to really nurture those relationships.
“This starts with a seamless online experience, engaging and compelling communication,
and then using remarketing and data capture tools to re-engage later in the new year.
“Get this right and a customer really isn’t just for Christmas.”
Further research from DMAC Media highlighted that the majority of online shoppers (80%)
will be shopping around online, comparing prices, offers and services like free returns before
making a purchase.
McEvoy added: “Online shopping is all about making the user experience easy, yet
compelling. You want to keep that customer on your site for as long as possible.
“If you can keep a customer engaged on a product page for 50 seconds or more – your
chance of converting that browsing customer into a paying customer increases significantly.
“On the other hand, if a visitor can’t find what they are looking for, or the journey through the website is unclear, confusing or long winded – they will soon lose interest and move on.”
DMAC Media research shows that 97% of shoppers will find what they are looking for within six website searches, two thirds of which will visit three or less.
“Wherever that customer, or potential customer, gets to in the buying process remember that
they are looking for what you sell,” adds McEvoy.
“It’s therefore our job to help them find what they are looking for, and make the process
seamless, enjoyable, engaging and confidence inspiring.
“Do this well and you’ll have a customer for life.”
