Companies must be consistent in ecommerce

Consistency is key for any business, but ecommerce professional Michael Harvey said this is especially true when it comes to ecommerce.

In a recent column for eCommerce Bytes, Harvey said whether it is across channels, devices, operations or communications with customers, making the impression with people that the company is stable is advantageous.

"Communicating with customers about upcoming deals, promotions, individualized offers and new products can help build an ongoing relationship with them and give them an incentive to visit your store. But there is no one-size-fits-all solution to these communications," according to Harvey. "Many merchants feel that if they send more email, they will generate more sales. In fact, email marketing has rapidly diminishing returns. Less is not more. The trick is to segment your customers based on their behaviors and expressed desires and communicate with them accordingly and consistently."

Companies can use good ecommerce software to this kind of segmentation and targeting.

E-Commerce Times has also addressed the issue of consistency, making the point that customers don't want to be confused by having to go through different processes each time they purchase from a particular online retailer. The source said companies can use a customer relationship management (CRM) solution or other ecommerce software in an effort to better use data they have previously collected from customers to streamline the purchase process without creating distracting or confusing inconsistencies. Doing this should help improve conversions leading to sales.

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