'Tis the season to build brand loyalty

by Elizabeth Clifford-Marsh, Revolution UK 09-Oct-08, 10:01

LONDON - This Christmas building brand equity through online customer service will be more important than generating massive sales volumes, as consumers keep a firm grip on their wallets.

IMRG (Interactive Media in Retail Group) director of business development Andrew McClelland said if economic conditions continue to worsen next year, online retailers will have to work much harder to retain their customer bases.

"E-retailers need to make sure they've really got their customer service nailed down," he said. "It's very easy to look at Christmas as a limited trading period, but if a customer has a bad experience over Christmas they'll remember it against the brand next year."

With seasonal shopping due to begin over the next few weeks, it is too late for brands to redesign their websites, add new features or make changes to their products. McClelland advises brands to concentrate on improving customer service.

"It's too late to change your product range but there is time to make sure that the website is providing the right information and level of service that consumers expect from you," he said.

IMRG chief executive James Roper will be speaking at the forthcoming E-commerce Expo about the practicalities for retailers of exploiting digital opportunities.

E-Commerce Expo, organised by IMP Events, takes place at London Olympia on October 28 and 29.