It is essential to use the right tools to manage customers and encourage customer retention if one-time buyers are to be converted into regular customers. Any business that fails to embrace this is harming their chances of being successful in the long term. Solid customer relationships form the foundations that underpin robust turnover and sustainable growth. It has been proven that new customers cost substantially more than satisfied regular customers. Loyal customers generate significantly more turnover too.
The B2B market is generally more specialized and well structured than the B2C market. Different players within a sector often know each other and regularly exchange ideas. However, tighter cost controls are needed for business customers and there is a real risk of large contracts being cancelled. Because of this, many B2B marketing professionals consider customer loyalty to be one of their most important challenges and see considerable potential for improvement in this area.
E-commerce apps are a superb tool for retaining longstanding B2B customers and improving the consumer-brand relationship. Online web shops provide a means of addressing potential visitors en masse and acquiring new customers via search engines such as Google. By contrast, e-commerce apps are particularly well suited to maximizing turnover per customer while keeping them as satisfied, profitable, regular customers into the future.
By providing their own custom app, suppliers do more than establish a presence on their customers’ most important device – they also strengthen their brand and ensure that customers are repeatedly reminded of their offer. Need technical information about a product quickly? Want to find a price or check availability? Or perhaps showcase an item to an end customer? With an app, your customer has up-to-date information immediately at their fingertips, any time, anywhere – at the office, at home, or on the move. The smartphone home screen is arguably the best and most personal place for a brand to secure a presence in its customers’ lives. Once there, the app increases the visibility of the brand and reduces the likelihood of the customer shopping with a competitor.
What’s more, e-commerce apps provide the facility to send push messages that add real value for the customer, such as alerts 15 minutes before their goods are delivered. This personalized way of addressing customers can also be used in conjunction with conventional customer retention tools such as vouchers, bonus programs, tailored offers, and stock clearances.
E-commerce apps deliver real added value, especially in B2B, as long as the technology is carefully selected and professionally implemented. The success of an app depends on the right combination of usability, design, and customer experience.