Shopping online isn’t just to buy
Shopping online is booming. E-commerce spreads, online sales volume grows, and sectors that have traditionally been reluctant to enter the digital business ecosystem are now convinced to advocate for their e-Commerce platforms.
The data confirm that the turnover driven by e-commerce in Spain grew in the third quarter of 2017 by 26.2 compared to the same period in 2016. In absolute numbers, that means EUR 7.785 million in Q3 2017 against EUR 6,167 million in Q3 2016(CMC data – National Market and Competition Commission).
The great advantages of e-commerce are ease, practicality and ubiquity.
That being the case, e-commerce would be pure logistics. Impeccable logistics combined with a reliable and flexible technological infrastructure, an adequate staging and, of course, the corresponding promotional strategy to publicise products, offers and rewards programs. And that’s it? No. Buying online is not a mere commodity. We don’t settle for that.
There is no transaction without emotion.
Buying online is the realization of a trust relationship.
Shopping is trust. But confidence does not endure through inertia, it requires constant stimulus. We, therefore, return to the importance of keeping a relationship alive.
The first time someone buys takes a risk. Think as much about what you can earn as you can lose. We rarely take a high risk on first purchase at a new location or on the first purchase of a new product or brand. We tend to be cautious “just in case.”
The risk we are able to take is proportional to the trust that the one who sells us has been able to build with us. The value of the brand is decisive. But, even accepting that trust in the brand is total, a purchase does not transform a buyer into a customer.
That brings us to the other great territory of online shopping: loyalty programs.
Talking about loyalty programs is, again, talking about relationships. Every great journey starts with a small first step. And every new step counts.
Our loyalty also depends on how we are and what we expect from a relationship. If the proposal is not accurate, easy to understand, with clearly defined benefits and with a high level of customization will not work.
The infographic below has been prepared by Consultant 3CInteractive for her Loyalty Programs 2017 Report