There was a time, not so long ago, when the high street was king, now it appears internet shopping is eating a large chunk of sales. But having read this article in industry magazine, thedrum.co.uk (26th January 2012), I wonder if e-tailers should take a lesson from high street royalty like M&S and John Lewis?
These bricks and mortar stores pride themselves on having as many people manning the back end as the front end. Full-time teams care for customer enquiries, massage customers through complaints and charm them into shopping again soon.
From an agency point of view we can only try to impress on our clients the importance of customer care. Behind the shiny e-tail shop fronts, there needs to be people, to offer the care that customers have become accustomed to.
To cut the number of enquiries we always advise our clients to put as much information on their websites as possible; answer all the common questions and leave the customer in no doubt that they want to buy there and then.
I’m sure that when M&S added e-tail to their retail, they maintained the same level of customer care and that’s why they’re retail royalty even today!
Read the full article at http://goo.gl/UB2V0
