Some customers don’t stick around. They arrive at your site, browse through the products on offer, make a purchase and then they’re gone. You don’t see them again and the relationship effectively ends when the goods are delivered and the recipient accepts them. It’s a very short customer life cycle.
But others go the distance. The relationship begins in much the same place as that one-off customer. Perhaps he or she finds out about your site through a search engine or an online ad and they drop by to check out what you have to offer. That leads to the first purchase, but this time it doesn’t stop there. Thanks to a combination of good prices and fast efficient delivery, the customer is inclined to buy from you again, maybe not next week or next month but at some time in the not too distant future. And what you have is the beginnings of a long-term relationship.
It’s a relationship that continues to develop. Over time, your site becomes the first port of call when the customer wants to buy a certain type of product. In other words, rather than checking out a handful of competitor sites, your increasingly loyal customer comes straight to you – the business is yours to win or lose. Continue reading