Marketing Makes Consumers Happier

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Major online retailers have held their positions for many years. Each of them has its own secret to success, but there is one thing they have in common: trust on the part of customers. It is built as a result of constant interaction with the audience and receiving feedback, which increases brand awareness and sales.

Trust and happiness are closely linked. According to Marketing and Happiness research, the top two reasons for loss of brand trust are poor customer service (poor quality products, ads that don’t match reality, etc.) and price changes. But the negative customer experience, which is associated with emotional reactions, can be turned into a positive one if companies focus on making sure that customers have a positive experience when communicating with them.

There have been significant changes in the world and in the way we live our lives over the past centuries, but this has not affected the main components of happiness.

Health, self-esteem and relationships with others remain important components of human happiness. When we experience joy and fun, our brain produces endorphin, oxytocin, serotonin and other happiness hormones. Although these emotions are short-lived, their effects are remembered for a long time. If these emotions will be associated with your online store, customers will return again and again.

To make customers happy, it is worth focusing on a few important points.

A quality product does not guarantee complete customer satisfaction. To be happy, he needs to get quality service in every way.

Provide customers with a variety of payment options. Provide all possible payment options for purchases (cash, cards, e-money, etc.) both when paying online and when receiving your order via courier.

Promptly confirm your order and inform us of any changes in its status (configuration, shipment from stock, etc.). Give feedback as quickly as possible. Use different channels for order confirmation: email notifications, SMS-informing, phone conversation with a company employee.

If possible, specify delivery intervals and dates on the site. For example, on the page of Ozon.ru online-store next to the ‘Add to cart’ button each product has information on the nearest delivery date.

Don’t forget about customers after ordering. Implement loyalty programs to encourage repeat purchases. How do you interact with users who have already made a purchase?

One of the most effective ways to build communication with users who have already purchased from your online store is based on RFM analysis. RFM-segmentation (R – recency, F – frequency, M – monetary) allows you to segment users based on the amount of time spent on the order, frequency of purchases, and the size of the order.

The RFM segmentation of the e-mail subscribers allows to:

– Gain insight into the quality of the customer base

– To detect the most loyal clients

– Identify those who need more attention

– Identify the critical points of communication with the customers

– Launch automated campaigns for effective repeat sales generation and retention rate management

As exemplified by a large electronics and home appliances online store, implementation of RFM segmentation based scenarios led to a 4.5 times increase in repeat orders.

To win the love of modern customers, you need to think about their feelings, to care and save their time. You can make them happy by creating a positive shopping experience. Provide quality service, think through the details, and show your customers that you are thinking of them first.

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