Online retailers urged to focus on customers
Retailers would do well to boost their online operations by focusing on improving the customer experience, according to one expert.
Companies should take heed of research suggesting that consumers want e-tailers to do more to make the online shopping process easier and implement changes such as offering free shipping, detailed product information and multiple images, Jason Lee Miller of WebProNews said.
Other initiatives that retailers could consider include offering in-store pick-up services, as well as building highly relevant internet landing pages for those coming to the website via a search engine.
"If customers don’t prefer online shopping to brick-and-mortar shopping, it’s because retail sites haven’t done enough to make the online shopping experience a good one," Mr Miller noted.
According to IMRG’s David Smith, retailers must take a more customer-centric approach to e-commerce by making sure that special offers are marketed in the right way.
