Study: Innovative tools turn online customers into repeat shoppers

Attracting — and sustaining — loyal online customers is no easy task.



However, retailers that offer innovative customer service tools, a variety of fulfillment options, and engagement solutions will successfully turn frequent browsers into loyal shoppers. These details were revealed in a new retail report from Radial and CFI Group.



Today's digitally savvy customers want to use technology to steer their shopping journey — from exploration and customer service through fulfillment. Not only do customers prefer to use on-demand technology to drive their shopping trips, they expect retailers to provide options.



For example, 83% of shoppers prefer to use self-service solutions when available. Meanwhile, 40% of shoppers check the status of an order using the self-help section of the retailer's website, and 85% would use a visual IVR option on their mobile for service inquiries if available.



Shoppers perceive retailers' social media accounts as another forum for customer service. That’s why 62% use social media to interact with re-tailers. However, shoppers expect retailers to take their social networks seriously. That said, 76% of shoppers expect the retailer to respond to posts the same day, the data revealed.



There is also increasing demand among self-sufficient shoppers to pick up online orders in-store. In fact, 54% of customers opt for in-store pickup for at least a quarter of their online purchases, and 37% expect to hear that their pickup order is ready the same day of the purchase.



Another factor that can turn a browser into a loyal shopper is a retailer’s commitment to data protection. This is an important point as 33% of shoppers are extremely concerned with having credit card information stolen.



Companies that can balance data protection with limited fraud alerts will preserve the trust and confidence of their customers, and build shopper loyalty. However, there is still work to be done, as 24% of shoppers have had a purchase incorrectly identified as fraud. Going forward, there will not be much room for error, as 62% of customers will shop elsewhere if they have a purchase incorrectly identified as fraud.