Month: February 2019

How can online fashion retailers improve customer delivery service using customer conversion strategy to maintain and gain customers?

This book called ‘Understanding Digital marketing’ gives you the tools that businesses can utilise to understand about the different online marketing channels and different digital strategy for online businesses to use in order to increase their consumers into using their product or service.

Digital foundations in chapter 2 page 25 that can help your digital marketing strategy by:

Knowing your business- Whether your product or service is suitable to promote online. E.g. If you are an online retailing website you need to find out which digital marketing tools will be able to help you promote your company.

Knowing your competition- As a business, you need to know your main competition in order to identify which strategy is suitable and the digital tools you can use to outperform your competition. E.g. If you are an online retailer you need to find out any weaknesses your competitors have in order to improve your company, how you can differentiate between your business and theirs.

Know your customers- This is very important for a business as they need to ensure that their products or service is targeting the right demographic of consumers. E.g. an online fashion retailer needs to ensure that the type of clothing and accessories their selling target the right demographic such as female teenager and adults. You should ensure you have created a customer persona to give an idea of what your customers are like e.g. their goals, jobs, etc. to ensure that your brand can offer their products to customers that would be an interest to them.

Know what you want to achieve- Businesses should set clear goals that are measurable in order to know what your company wants to achieve. E.g. an online retailer website may want to improve on their customer service they need to know how measurable that goal is. This is one way of seeing your business progress.

How you are going to achieve it- Once you know what goal your company wants to set out then you need to find out how your company is going to achieve that goal, what step they are going to take to see their business progress. E.g. if you’re an online retailing company they will use their KPIs to see their progression in their digital campaign seeing if their strategy actually helps the business in gaining new customers and still maintaining their current customers.

You can then let customers review and rate the company service by putting reviews and rating on their website to find out whether customers were satisfied with the service. If they were unsatisfied by the service provider, then they can use the reviews and ratings and find out what they can do to further improve their service. Whilst they are doing that they can offer the customers refunds and discounts, so they can retain the customer and ensure they have better service in the future.

In the journal article by Asunur.C & Hulisi.O (2016), it suggests that their research into ratings for online hotel bookings had a positive impact on conversion rates when it came to high numbers on recommendation and location ratings. However, it does not have a significant effect. It also found out that conversion rates increased hotels with low rankings. This can be useful for online businesses, such as online fashion retail website, when they use ratings and reviews on their website to ensure there is a positive conversion rate. Equally, this can identify how this may help them improve customers journey and experience on their website and gain possibly new customers.

A company can then later promote any discounts or offers for any of their customers who may have had a bad experience using the company website. E.g. they can promote this on social media if their audience fits into the demographic of teenagers and young adults that are regularly active on the popular social media accounts to ensure that they can still retain their customers.

References

Asunur Cezar, Hulisi Ögüt, (2016) “Analysing conversion rates in online hotel booking: The role of customer reviews, recommendations and rank order in search listings“, International Journal of Contemporary Hospitality Management, Vol. 28 Issue: 2, pp.286-304, https://doi-org.ezproxy.brighton.ac.uk/10.1108/IJCHM-05-2014-0249

Bosomworth.D, (2013), Creating a site conversion optimisation strategy, Smart Insights, 27^th November 2013, https://www.smartinsights.com/digital-marketing-strategy/customer-conversion-strategy/conversion-optimisation-strategy/ [Accessed 20^th February 2019]

Faitta.Di.D et al, (2018), The determinates of conversion rates in SME e-commerce websites, Journal of Retailing and Customer Service, Vol. 41, pg. 161-168, https://www-sciencedirect-com.ezproxy.brighton.ac.uk/science/article/pii/S0969698917306525 [Accessed on 20th February 2019]

Marketing -Schools.org, (2012), Conversion marketing, Marketing-Schools.org, (2012) http://www.marketing-schools.org/types-of-marketing/conversion-marketing.html [Accessed on the 20th February 2019]

Ryan. D, (2014) Understanding digital marketing: marketing strategies for engaging the digital generation, 3^rd edition, London, KonganPage, 2014 [Accessed 20^th February 2019]

Taylor. M, (2014) ‘5 Post- Conversion strategies to increase customer lifetime value’ unbounce, October 23^rd 2014, https://unbounce.com/conversion-rate-optimization/5-post-conversion-strategies-to-increase-customer-lifetime-value/ [Accessed 20^th February 2019]