B2B eCommerce Brand Loyalty: How to Inspire It
Instilling B2B eCommerce brand loyalty
Everyone has heard the saying “It is cheaper to keep an existing customer than to attract a new one.” And that saying is backed up by numerous statistics. According to Lee Resources Inc, attracting a new customer is five times more expensive than keeping an existing customer. But what do you need to do to keep that existing customer coming back for more? Building brand loyalty in B2B eCommerce can difficult but it is worth it.
Nurturing Customer Relationships
One of the best ways to help build customer loyalty, no matter b2b or b2c, online or in-store, is by establishing and nurturing your relationship with your customers. This can be done in a variety of ways including personal phone calls, thank you notes, and checking in when they haven’t purchased in a while, just to name a few, and that is just on the human side. You can also use your eCommerce site to help nurture those relationships. Personalize email communications with your customers by adding their names and signing with a customer representative’s name instead of just the company’s name. Use live chat to talk to customers who are browsing your site, allowing them to speak to someone right away. These are just a few of the ways you can improve a customer’s perception of your brand.
Differentiate Your Business
Making your business stand out is a great way to build brand loyalty. Take Apple for example, their customers are extremely loyal. Apple has made their business stand out by being known as innovators who are always on the cutting edge. Apple’s customers believe that Apple products are the best and will continually buy them. Finding a way to differentiate your B2B business could mean that you will always be at the front of the pack in buyers’ minds.
Exclusive Deals for Your Best Customers
Offering deals available only to your customers or businesses that have given you their contact information can also help build loyalty. Developing a loyalty program for your customers not only rewards the customers, it makes them want to keep shopping with you. Getting deals sent to them by email, exclusively for their business makes customers feel special, like your B2B business truly values and wants to reward them.
Deliver an Effortless Shopping Experience
Providing an excellent B2B eCommerce shopping experience can help turn shoppers into buyers and buyers into repeat purchasers. If your site is easy to browse and buy from, customers are more likely to come back to your site and buy from you again. Having a clean, easy to look at site, useful site search tool, organized product catalog and simple login and checkout process all contribute to a straightforward shopping experience that will keep customers coming back for more.
Top Notch Customer Service
83 percent of buyers said that a great customer service experience would lead them to buying from the same B2B company again according to Forrestor’s “Building The B2B Omni-Channel Commerce Platform of the Future” paper. Buyers and customers want and deserve excellent customer service and support. They expect to be emailed or called back in a timely fashion. They also expect your customer service representatives to be able to handle any issues or questions they have. If you give customers great service, they will give you their loyalty.
Clarity Can Help
Clarity has specialized in B2C and B2B eCommerce for almost a decade. Our team of experts understands the ins and outs of B2B eCommerce and what it takes for a business to be successful online. To find out more about how Clarity can help improve your eCommerce site, call or click to contact us today!