Since marketers have started to embrace ‘digital’ we have been under the impression that marketing would become sophisticated, delivering customer centric marketing. This in essence is replicating the ‘Arkwright’ corner shop model: communicating with customers personally on a mass basis to develop a relationship of mutual trust whilst building long term value.

Yet, unfortunately, digitisation has frequently meant the opposite with new technology causing huge frustration - annoying triggered messages, painful call centres, inappropriate personalisation and broken service promises. There are notable exceptions such as John Lewis and Amazon who both offer world class, 1-2-1 customer experiences. But what about lesser known brands who have fewer resources; how do they successful deliver a world class service?

There are some brands doing this well, Tokyo Wheels, for example is a ‘boutique’ global ecommerce business manufacturing cycle wheels in China and selling to English language markets. In my opinion, the e-commerce site has created and delivered an excellent customer-centric approach. With this in mind below are my top six tips on how brands can create the corner shop experience online:

Build trust and help your customers through the purchase process

All too often customers are nervous of making purchasing remotely, especially if the website is based in another country. It is therefore critical to ensure you offer clear product guarantees and refunds. Similarly throughout the delivery process it is essential to keep the customer updated with emails/texts informing them where their product is, an ETA and a link to check on its progress. Then after the delivery, asking if there’s anything that could be improved in terms of the product or service, with a promise of putting it right.

Use ‘real’ personal communications

Communications must be with a ‘real’ person. By doing so it means the customer has a relationship with the business they are buying from rather than an email platform. It also increases the chances of repeat business.

Back up your promises

Tokyo Wheels guarantees no extra fees – customs or shipping. When shopping on the site I had to pay extra so sent an email asking why - I was asked to send a photo of the customs bill and was compensated immediately, including an extra 10% for my trouble.

Don’t discount continually

Many brands have daily sales, undermining price strategy and margins. In my opinion it is much more beneficial to have a single price and then add a couple of seasonal sales for those who are registered.

Encourage advocacy and recommendation

Word of mouth is a powerful form of (free) marketing. Incentivise your customers by offering vouchers in exchange for an online review. This will often build a community who are proud of their purchases and therefore keen to repeat buy.

Integrate technology with real people and common sense – empower staff

In today’s digital world it is crucial to use smart technology. Encourage your team to build relationships with customers; this will create fantastic customer service: the computer never ‘says no’. It makes an incredible customer experience.

It’s not rocket science to create the ‘corner shop’ experience online. Ultimately marketers should deal with customers the way they’d like to be treated. Having good products, competitive prices, and an exceptional service whilst delivering exactly what you promise will create loyal and repeat customers. Simple really.

 

By Steve Grout, Director of Clarendon Consulting Group. 

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