News
 Four
Tactics for Developing Customer Loyalty to Your Web
Site
By Ken Burke - MarketLive
Those e-merchants who can save customers time and/or
make online shopping easier are in line to build
customer loyalty. Following are four action steps
from Ken Burke, author of "Intelligent Selling: The
Art & Science of Selling Online."
1. Offer advanced search. Searches that use Boolean
operators and multiple keywords can be powerful ways
to allow experienced users to find what they want
more quickly, and it can motivate shoppers to visit
your site vs. a competitor's site.
2. Send e-mail confirmations. Detail what they
bought, total cost and shipping data, Burke
suggests.
3. Allow multiple ship-tos. Allow customers to fill
a cart once and pay for it once, and designate
different parts of the order to go to different
locations," Burke writes. "This is particularly
valuable if you offer cart total discounts, because
the customer will have one large valuable cart
rather than several small ones that may never reach
the point at which they earn a reward.
4. Offer gift or wedding registries. This is a good
way to also bring potential new customers to your
site, Burke says.
To reach Ken
Burke, visit the MarketLive Web site (www.mmlive.com).
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