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Essay: Improving Online Customer Experience – Ways to Cultivate Brand Loyalty

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  • Published: 1 February 2018*
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  • Words: 854 (approx)
  • Number of pages: 4 (approx)

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Chapter 4: Improving Online Customer Experience

4.1 Website

Teddythotz currently relies on its Facebook page as its sole platform for sales and advertisement. It also has a blog which has been inactive since 2016. Research has shown that a website that appeals to people could boost business,, and thus it is important for Teddythotz to have a functioning and appealing website in order to increase awareness and boost sales.

4.2 Membership

Teddythotz can allow its customers to sign up for an account on their website to provide its shoppers with a better online shopping experience and possibly earn loyal customers. According to Bond Brand Loyalty Inc., a global customer engagement agency, 71% of members say that loyalty programs are a meaningful part of their brand relationships.3 Having an account for the company allows consumers to engage more with the company and its products, increasing their loyalty to the brand and also ensuring that they will purchase more products from the company in the future. The following are ways in order to cultivate brand loyalty.

4.2.1 Tailored Recommendations

According to Armando Roggio, a senior contributing editor for Practical Ecommerce, “registration improves the online shopping experience by providing improved on-site recommendations and merchandising”. After a customer signs up for an account, Teddythotz would be able to tailor its product recommendations to suit their tastes by analysing their purchase history or the products they have browsed. According to a research by Swirl, a marketing technology company, “88 percent of consumers said that more personalized and connected online, mobile and in-store experiences would increase their likelihood to shop at that retailer.” Through analysing consumer expenditure patterns and their interests, Teddythotz can make their products more attractive to buyers, and they are also more likely to buy the products. This can also be used in conjunction with the newsletters, which is mentioned later, to offer customers products that may best suit their interest.

4.2.2 Improved Customer Service and Order Tracking

According to a survey by Metapack, an ecommerce technology company, “88% of all survey respondents said they track the status of their online order”. Although registering for an account may be a slight hassle, it offers customers easy access to the status of their orders and shipping information. The trade off would provide affirmation to the customers as information about their order is readily available and also reduces the number of phone calls inquiring about their orders for the company. This is especially crucial if Teddythotz implements delivery services for their products, as customers are more likely to trust the brand.

4.2.3 Referral Programmes

Teddythotz can also introduce a referral programme which rewards customers with discounts for introducing and sharing the brand with others. According to a survey by Nielsen, a global information and measurement company, “83% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about products”.  As such, referral programmes would be a much more effective marketing technique compared to traditional media marketing, at the same time having a relatively lower cost than return of investments.

4.2.4 Newsletters

In order to inform potential customers about its latest products and any updates about the organisation, Teddythotz can design its own newsletters and allow its users to subscribe to them. Through effective email marketing techniques, Teddythotz can secure long-term customers as they are notified of new releases which may interest them as well as any progress made in helping the beneficiaries. Customers who have purchased the products and are satisfied will purchase them again when they are ready, hence a newsletter is a great way to stay in touch with them until they are. Given that Teddythotz does not mass produce its designs since they are handcrafted nor do they have a catalogue, a newsletter about its latest products would help prospective clients learn about the currently available products and improve their sales. They will be notified of limited edition toys, during National Day for example, ensuring that they do not miss out on such special toys. They are also provided with images about the product, as seen in Fig. 1, which will attract them to purchase the products by Teddythotz.

Fig. 1: A sample newsletter for Teddythotz

Not included as of now

4.3 Search Engine Optimisation

According to a research by Fleishman-Hillard, a strategic communications firm, “Eighty-nine percent of consumers surveyed use Internet search engines to make purchasing decisions”.  The research demonstrates the importance of Search Engine Optimisation (SEO) for retailers as consumers often make use of search engines to find out more about the products they are interested in. —

Although SEO may seem more important for ecommerce sites, given that they need to have online presence to increase their site traffic, it is also essential for brick-and-mortar retail stores such as Teddythotz to maximise their online presence. According to a survey by Retail Dive, a retail news site, “67% of consumers say they research products online — at least occasionally — before shopping for them in brick-and-mortar stores”. Many consumers prefer heading to a physical store when making purchases as they can personally experience the product and ensure its quality. —

For Teddythotz, SEO would boost traffic to their online site and also the number of visitors to their stores. —

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