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Tuesday, 25th October 2011, 15:32:58
Ecommerce brands 'require good customer relationships'
Ecommerce companies could experience a significant increase to sales figures if they go the extra mile to create good relationships with their customers, one expert has suggested.
Graham Jones, internet psychologist, claimed brands that create an exciting shopping experience for consumers are more likely to sell more products, highlighting Dell and Starbucks as examples of this.
He said: "For companies trying to sell things online, the main chance they have of increasing sales is by upselling."
The expert, who specialises in the way consumers use the internet, highlighted Amazon's method of displaying products also selected by shoppers who have purchased a particular item from the website as an interesting technique for increasing sales figures.
Mr Jones's comments were made to illustrate the number of differences between purchasing items in store and over the internet, with the majority of people creating a social experience out of real-life shopping trips.
"Online people do not browse. They generally know what they want in advance, find it and buy it," he explained.
For this reason, it is vital for ecommerce businesses to take action to encourage customers to purchase more items when they visit a particular website, as opposed to simply selecting the item they intended to buy in the first place.
"What online shops really need to do is focus on better customer relationships, which really means getting to know people individually on a one-to-one basis," Mr Jones suggested.
His advice echoes that of Chris Webster - head of retail consulting and technology at Capremini - who urged online brands to take action to improve their services following a period of disappointing sales earlier this year.
The expert, who claimed it would be difficult for firms to enjoy sales success every month, highlighted the importance of improving overall customer experience for visitors to their website.
Posted by Phil Williams
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Categories: | Ecommerce |
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