How to keep the customer hooked to your ecommerce brand

Retaining customers and creating a strong customer loyalty has been much talked about in ecommerce. Experts recommend that online sellers provide buyers with a complete brand experience to ensure their satisfaction, win trust and loyalty.

Creating the ‘pull’ or ‘stickiness’ factor

As it is easy for customers to look for other stores when shopping online, websites need to work on strategies that will help keep the customer glued to their wares. The key is to engage the customer in the best possible way to hold them back from visiting other online stores. For this, the entire package, including the marketing, the promotions, delivery and the communication, needs to be visually appealing.

It is all the more essential for online stores to retain the customers, having spent a bomb to get them there in the first place. If the prospective buyers are to leave after merely visiting the site, all the money spent to get them to visit will only be money down the drain.

Creative and non-conventional methods are the key

Companies need to think of different methods to infuse an attitude into their space, which will attract the customers. Snapdeal has its ‘Dil ki deal’ campaign that has Aamir Khan reaching out to people saying that our heart is in it. Yepme ran a campaign with its brand ambassador, Shah Rukh Khan, based on his film, Fan.

While bringing in a big star is a good idea that will work, not everybody can afford their fees. Smaller companies therefore have to think of simpler means that will ensure brand recall. Perhaps a campaign with a character like Vodafone’s famous Zoozoo, or teaser ads that keep the customer guessing and eagerly waiting (something on the lines of “watch this space for more”), and combo offers will help bring in the buyer.

One need not invest in expensive firms like JWT or Ogilvy and Mather, but it is important to enlist the help of a good brand management firm. With careful thought and planning, ecommerce companies will be able to build customer loyalty in a slow and steady pace.