Although life seems to stand still during the coronavirus crisis, we are not leaving our shopping baskets empty. The coronavirus crisis has led to a significant increase in e-commerce sales, and these e-commerce figures are undeniable.
In the festive month of December, over 1.7 million parcels were delivered per day. On Black Friday, the American holiday increasingly celebrated in the Netherlands, parcel deliveries were up by 136% compared to a normal day.
People bought their clothes online instead of in-store, ordered food from Michelin-star chefs through delivery services, and sales of gaming consoles went through the roof!
But how significant are these increases, and what impact does this have on your business and customer service?
Forecasts show that the shift from offline to online has led to 22% more online orders!
The number of iDeal payments on Black Friday exceeded 1.8 million, with the iDeal revenue at € 134 million, compared to € 106 million last year.
A recent poll reveals that many consumers and retailers (about 60%) expect this massive e-commerce momentum to continue into 2021.
The visual above clearly indicates that a lot is happening. But what impact does this have on your organisation, and what do customers consider important?
First of all, customers, just like you and me, love convenience. As much as 78% find convenience more important than price. Therefore, pay a lot of attention to the ordering process. Is all the product information clearly presented on the website? Can customers place their order without unnecessary forms? The easier the ordering process, the higher the chance the customer will complete their purchase.
Once you finally receive that first order, you certainly want them to keep shopping online with you.
When a customer finally reaches your webshop, it's crucial they purchase a product as quickly as possible. A clear product page aids in this process. An essential question to ask yourself is: is there enough information about the product available? Consumer research shows that as much as 69% of website visitors leave a page if too little information is provided.
Tip: Share short and concise videos of the product explaining what it is and how it works.
Are customers satisfied, or has something gone wrong? Often a customer is delighted when the package arrives, but sometimes things do go wrong. The product might be damaged in transit or not meet expectations. It's crucial to show the customer you are doing everything you can to help them. This way, you can still build trust in your service, and they'll certainly return next time. Mistakes can happen. Oddly enough, resolving a problem correctly can actually gain you fans. These fans are more likely to make repeat purchases. However, more than two mistakes in a row will mean you might never see the customer again. So, stay meticulous.
Outsourcing
Many e-commerce companies work tirelessly to maintain their own customer service. Many organisations choose to be reachable only by email or chat. A safer solution is to outsource this to professionals; this way, trained client experts take over the service aspect from the entrepreneur. This is slightly more expensive but leads to a better relationship with the consumer and results in a higher lifetime value for a customer.
Increased Collaboration
Another trend in 2021: more collaborations. Retailers, manufacturers, and brands can make a significant impact if they join forces. A healthy mix of online and offline will likely be more prevalent in 2021. An online customer deserves the same attention as a physical customer. Customers want to be taken seriously, feel heard, and seen. How do you achieve this? Ensure you have a well-organised customer service that can personally speak to your customers at the times they are active!
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