E-Commerce (Personalization)

RRHH Digital Essential Qualities of Successful (Continued)

2. Personalization

More than offering suggestions for other things to buy (add these two items and take 10 percent off!), first-rate e-service puts a face and voice to the company in an effort to connect with the consumer. This can be as simple as a prominent display of contact information — a surprisingly absent touch from many web stores. Additionally, offering the chance to review products on the website creates a customer community that makes good business sense. For bonus points, some businesses have a customer representative respond to reviews, proffering thanks for the good ones and resolving problems with the bad. Anticipate possible questions in product descriptions, knowing that a brand is about a lifestyle as much as a single product. When you talk to customers like friends on the website, they’ll treat you as such in real life.

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