The Importance of Customer Touch Points in eCommercePosted: December 10, 2013
By Anthony Fornabiao, VP of Sales, Solveda LLC
“A CUSTOMER’S JOURNEY-FROM FIRST HEARING ABOUT A PRODUCT TO PURCHASING IT-INVOLVES A VAST AND GROWING ARRAY OF ENCOUNTERS WITH A PRODUCT OR BRAND. IN FACT, CONSUMERS TOUCH YOUR BRAND AN AVERAGE OF 56 TIMES BETWEEN INSPIRATION AND TRANSACTION.”
While talking to one of clients recently, I got to thinking about customer touch points. Whenever a customer comes into contact with a retailer it’s an opportunity to make an impression. Each touch point should give a lasting impression, and hopefully one that will result in a sale!
I did some quick research and was surprised to learn that from the initial customer engagement to product sale, a customer would have experienced an average of 56 touch points. That’s a lot of opportunities to make a good impression, and each one needs to be carefully considered so that your brand strength comes through each and every time.
In this tech driven age, customer touch points extend far beyond the traditional brick and mortar stores. Retailers now touch customers with email blasts, banner ads, catalogs, as well as the traditional radio. print and tv advertising.
When we engage with new clients, part of our initial discovery is to explore brand strengths. Is it price, quality, customer service, convenience, product uniqueness, or combinations of these? This allows us to more fully understand how to design an eCommerce solution and how it will interact across the other touch points. It still surprises me that by exploring these simple high-level concepts can guide us to deliver a more effective eCommerce solution, and ensure that all customer touch points are consistent.
“We explained to Solveda that our core brand values were convenience, pricing, and quality. We also have a specific target audience and Solveda expertly managed all aspects and delivered an eCommerce site that ticked all the boxes. This led to an immediate 10% growth in revenue.”
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