Customers do want to be loyal

Last night the IDM ran a seminar in Manchester on ‘Online Success Stories: Achieving Excellence on the Web’.

Jonathan Wall, Marketing Director of dabs.com talked about the rapid growth of dabs, their acquisition this year by BT and their approach to maximising online sales.

Strenthening customer loyalty was a key issue. With competitors ‘just one click away’, the importance of brand advocacy was central to retaining customers. Delivering excellent customer service (same day despatch, no quibble returns, quick access to customer service reps) is combined with having a continual presence on the web. This is being achieved through constant exposure on shopping comparison sites, supported by catalogue marketing, some brand advertising, inserts in specialist press and of course through paid search.

Jonathan stressed the importance of having an etail site that was functional. By that he meant the ease at which customers could find their way around the site, search for items, and go immediately to the check-out.

Key insights:

• Customers are at their most profitable 24-36 months after acquisition. i.e. it takes time for them to get used to you and use you regularly. Fostering loyalty in the first 24 months is therefore particularly important
• Give thought to how items appear on your site. Ensure that the order in which your products appear. Rank by: product views (popularity), conversion, shipment and profitability.