of retail sales will be impacted by the Web in 2016, a Y-on-Y growth of 9% from 2011
Forrester’s US online retail sales forecast, by 2017
more spent per transaction experienced among multichannel consumers
The Web has transformed the way people interact with retail organizations. High-speed internet connections mean that people visit many more retailers than before. The first interaction is crucial; with most new visitors looking for information, if help isn’t convenient and easy, then potential customers hit the back button and go to the next retailer in the search engine list.
The Web is also changing the way customers interact throughout the life cycle; support and service requests are fragmented across channels and customers expect the same process and information through each channel.
Poor customer service is one the major reasons why businesses lose customers. Retail organisations need to ensure that they can provide prompt, accurate responses to inquiries from prospective customers and offer a range of communication channels.
Customers increasingly expect to be able to get help online in a variety of ways that match their preference or the nature of their inquiry: FAQ, search, guided help, virtual assistant, or web collaboration.
Customers increasingly expect to be able to resolve enquiries by email as this can be more convenient and provide a record of the outcome.
Outbound emails to retail subscribers is an effective way to advise customers of potential benefits.