Loyalty is the key to winning online customers, according to the executive director of Salmat Digital, Paul Marshall.
In his presentation to the Online Retailer conference in Sydney today, Marshall said that brand awareness, loyalty and an existing customer base are key assets when bricks and mortar retailers take their business online.
“Despite being slow to adopt eCommerce, the history and level of trust retailers have built with their customers will pay major dividends when they expand online.”
Marshall believes bricks and mortar retailers are in a strong position to succeed in selling online and have an added advantage over web-only retailers.
“Data from the US shows that consumers of multichannel retailers, or retailers with both a physical and online presence, are proven to be more loyal, buy more per visit, and have a higher lifetime value,” he said.
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