The Entrepreneur website publishes some useful measures to let companies strengthen the confidence of online consumers. The keys highlighted by this platform in order to build loyalty could be found below:
- First of all it is necessary to ease the process: allow consumers to try and return the buy. People don’t trust if that they cannot see, feel or try the product before purchasing. This is the reason why e-commerce experts are looking for new ways of reducing the risk seen by consumers before and after the buy. Some of these solutions are to offer free samples or a 24 hours customer care team available by mobile, use virtual reality… Additionally, we have to implement an appropriate return policy in order to increase trust and receive additional information about the products that don’t work.
- The second recommendation is to offer total transparency about the product. It is not only to offer information quickly and accessibly of the product features but to ease the publication of recommendations and opinions from other users which have become in one of the most effective tools to influence consumers.
- Finally, companies must respect the integrity of customer data. It may seem logical but many times consumers are driven to the product that the company is interested in selling even when it is not the one the user is looking for. These “cheats” work against building brand loyalty, even more when they are giving their data to have a personalized search. This kind of practices must be avoided also because it doesn’t help you to know what are exactly demanding your buyers.
The European Association of Perfume and Cosmetic Products (APCE) has recently organized a workshop with a speech about e-commerce explaining different techniques to gain the loyalty of consumer and increase online purchases.