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Steering Clear of 3 Online Retail Customer Pet Peeves

The COVID-19 pandemic forced retailers to move online and reshaped consumer behaviour. The consequences of this continue to highlight the importance of seamless, satisfying service throughout the customer journey.

In today’s digital era, where consumers hold the reins of choice, online retailers must navigate a landscape rife with competition and discerning customers. With the ease of switching between retailers at an all-time high, businesses must recognise that exceptional customer service isn’t just a luxury—it’s a necessity.

In this article, we explore three of the most prevalent online retail pet peeves and how to avoid them to ensure customer satisfaction and loyalty.

You Send Too Many Emails

Customers love staying informed, but bombarding their inboxes with promotional emails can quickly turn enthusiasm into exasperation. According to research, a staggering 45.8% of respondents marked emails as spam due to excessive frequency. The sweet spot? A survey by the UK Direct Marketing Association suggests that sending emails 2 to 3 times a month strikes the right balance between engagement and annoyance. Ultimately, the exact frequency will differ from brand to brand, so it is worth experimenting.

Aviva, for instance, sends only one marketing email per year, exactly one month before insurance renewal. This email receives the highest open rate, click-through rate, and response.

By respecting customers’ inbox space and delivering content thoughtfully, retailers can maintain interest without driving customers away.

Products Arrive Damaged

Poor packaging isn’t just a minor inconvenience – it can lead to significant repercussions for online retailers. Shockingly, 34% of packaging-related returns stem from product damage, with the average ecommerce package enduring a daunting 17 drops during transit. Not only does replacing a damaged product incur substantial costs, but it also tarnishes a brand’s reputation. Research indicates that 39% of online consumers won’t make repeat purchases if they receive items in defective packaging.

Investing in bespoke protective packaging isn’t just prudent; it’s essential for safeguarding products and preserving customer trust. This is where packaging experts such as Argolin Ltd can help make a difference.

You’re Too Slow On Social Media

In an era where social media reigns supreme, responsiveness can make or break a brand’s reputation. Studies show that revenue can soar by 20%-40% for brands that actively engage with their audience on social platforms. Conversely, when companies drag their feet in responding to customer complaints, a staggering 88% of shoppers are less inclined to make a purchase.

The consequences of slow social media responses are clear: 30% of consumers opt to buy from competitors if their desired brand fails to react promptly. By prioritising swift engagement and proactive interaction on social channels, retailers can foster positive relationships and enhance customer satisfaction. So, it makes sense to keep a team dedicated to managing customer interactions on your social media platforms. Typically, online retailers favour Facebook and Instagram, which are both linked through the Meta Business Suite, for added convenience.

In conclusion, navigating the online retail landscape requires vigilance, adaptability, and a commitment to customer-centric practices. By addressing the three biggest pet peeves, retailers can forge stronger connections with their audience, cultivate loyalty, and thrive in an ever-evolving marketplace. In the quest for success, prioritising exceptional service isn’t just a strategy; it’s a necessity.