What's the best way to acquire and retain a customer — particularly an online consumer?Hook 'em with price. And keep 'em coming back with loyalty and rewards programs.
That's the word via a new study by DoubleClick Performics and the Etailing Group. Their study of online consumers found the following very important marketing considerations.
1. Price is the major determining factor for online consumers, followed by good value and superior service.
2. Nearly 70% of online consumers eagerly embrace, and are already members of, some kind of loyalty or rewards program. For 55% of them, a company that offers a loyalty or reward program will be more attractive than one that doesn't.
3. When shopping for a readily available product, seven out of 10 consumers will monitor shop, or view multiple websites, for the best price-value relationship.
4. If you have product to ship, offer free shipping: it remains the number one attraction and motivator for online consumers.
Lesson? Regardless of your industry, if you have e-commerce to conduct, there are a number of simple, easy, effective rules to follow to attract and retain your valuable buying audience.
SOURCE: MediaBuyerPlanner, NOISE
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