If you’re counting on “points” or other rewards to keep customers coming
back to your Web site, think again. A recent survey from Jupiter Communications reports only 22 percent of online shoppers cited loyalty programs as incentives to purchase.
According to Jupiter, which surveyed 1,200 US online consumers, more basic
things like easy returns, customer service, and product selection were more
important. Forty percent of those surveyed cited easy returns as an
incentive to buy at a site; 37 percent mentioned customer service as a
reason for loyalty; and product selection was given as a reason by 37
percent of those surveyed.
While these survey results may seem like common sense, they do serve to
shed light on the need for tried-and-true customer relationship management
techniques, rather than a reliance on gimmicks like loyalty programs —
which should still play a part in the overall customer retention mix.
“Loyalty is not only about loyalty programs, but also about rather unique
and differentiated products or levels of service,” said Melissa Shore, a
senior analyst for Jupiter Communications.
“Consumers return to sites where they receive tangible value for being
loyal, whether the value is priority service, personalized offers, or
e-mail updates. Commerce players must create an online experience for users
in which their customers see transacting on the Internet as a benefit, not
a deficit.”
The Jupiter report suggests that e-commerce players improve customer
service response rates, improve site navigation toward a purchase, enhance
product information, expand product selection, and make the return process
easier.
In addition, Jupiter suggests that e-tailers take a long, hard look at
their loyalty program to determine the likelihood of customers actually
participating, given that consumers are reticent to join several programs.
E-commerce players should also analyze data they have collected about their
customers and use demographic information to determine which are most
likely to be return customers. Loyalty and customer retention programs
should then be targeted toward those most likely to respond.
