by John Turtle
Predicted slow down in online sales and how to beat it
Verdict Research predicts that online retail expenditure will increase by more than 56% to £35bn by 2014, this will outperform the high street. However over the past decade the growth has been 35% per annum this is predicted to slow to 12% between 2009 and 2014.
The recession will account for some of this predicted slow down, however the online market is becoming highly saturated and new tactics will have to be deployed to retain market share by retaining customers and encouraging new customers across the whole media mix.
Marketers will have to think of more imaginative ways of contacting their customers. They will not be able rely solely on email campaigns as their effectiveness will diminish, companies will have to start ringing the changes of how they communicate with their customers.
This will focus the minds of marketers to ensure that all methods of direct communication are exploited, post, email and telephone. data8 have a range of data appending and validation services to ensure a complete contact portfolio is maintained for each customer.
Companies will have spent a great deal of money recruiting their customers, when they move it is essential that companies keep track of where they have moved to continue their relationship. Data8’s movers file will be required.
Finally companies will have to ensure that customers have a good experience when they visit their website, it must be quick and easy to use, Postcode Lookup will help in two ways, firstly the customer will be able to quickly complete their name and address details and secondly the address will be to a Royal Mail approved standard ensuring correct delivery.