Adam Wilbanks
Since the emergence of Covid-19, consumers have re-evaluated their priorities when shopping online. Trust and authenticity have become paramount, with customers seeking out brands that align with their values and deliver on their promises. In fact, a survey conducted in 2020 revealed that 52% of respondents only buy from brands they completely trust. As the pandemic has led to delivery problems for many shoppers, disappointment and mistrust in online shopping have increased. In this blog, we will explore five effective ways for online retailers to cultivate and strengthen trust with their customers.
Personalize the Online Experience
The importance of personalized online experiences has risen substantially over the past few years. Premium brands have already embraced this trend by offering personalized video consultations. This approach allows brands to connect with customers on a deeper level, understanding their unique needs. By replicating the exclusivity and individuality of in-store personalized services, online retailers can enhance customer satisfaction and encourage repeat visits.
Provide Convenient Delivery Options
Convenience plays a pivotal role in building trust with customers. In addition to home delivery, offering Click & Collect (or Buy Online Pick Up In Store) options can be a game-changer. Recent research indicates that 79% of customers consider Click & Collect options important. For example, BJs Wholesale, a US-based company, attributed much of its 300% digital growth to the implementation of in-store pick-up. By offering multiple delivery options, online retailers can provide added convenience, which in turn strengthens trust and encourages future business.
Set Realistic Delivery Expectations
Overpromising on delivery times can quickly erode customer trust in your brand. It is essential to set realistic order fulfillment goals and continuously improve your fulfillment services. To achieve this, consider implementing automated forecasting features to gauge shipping delivery capabilities accurately. Real-time fulfillment quotes based on actual inventory and warehouse capacity can help avoid costly mistakes and unfulfilled orders.
Embrace Workflow Automation
As the volume of online orders increases, efficient processing becomes crucial to avoid mistakes. Ineffective workflows or human errors often result in issues such as stock shortages or incorrect shipments. A poll by Brightpearl revealed that 77% of 1-star reviews were related to post-purchase problems, including delayed deliveries and shipping to the wrong address. To prevent such mishaps and maintain customer trust, automation should be prioritized. Leading online retailers are leveraging automated solutions for tasks such as estimating, sales orders, shipping orders, and invoices. By eliminating human error, increasing operational productivity, and ensuring customer satisfaction, automation becomes a valuable tool for building trust.
Seek and Act on Customer Feedback
Customers want to feel valued and heard by brands. Asking for feedback demonstrates that you care about their opinions and experiences. Regularly sending out surveys, providing live chat or phone support, and encouraging customers to share their thoughts on your products and services are effective ways to gather feedback. Use this feedback as a basis for improving your end-to-end service and communicate those improvements back to your customers. This not only enhances the customer experience but also deepens the connection and trust between the brand and its customers.
In the ever-evolving landscape of online retail, trust is a crucial factor in customer retention and acquisition. By personalizing the online experience, offering convenient delivery options, setting realistic delivery expectations, embracing automation, and actively seeking customer feedback, retailers can build strong bonds with their customers. Establishing trust will not only see them through challenging times but also pave the way for long-term success in the competitive online retail market.
Do you have other novel or interesting methods you use to establish trust on your site? Let us know in the comments!