Greek eCommerce: First reaction to COVID-19

covid-19 survey ecommerce

Στην πρωτόγνωρη κατάσταση που ζούμε το βασικό αίσθημα που είναι διάχυτο στην αγορά είναι η αβεβαιότητα, η προσαρμογή σε νέες μεθόδους λειτουργίας και η αναζήτηση του τρόπου που ο καθένας μας μπορεί να βοηθήσει για να ξεπεράσουμε τη δύσκολη αυτή κατάσταση. 

Tο ηλεκτρονικό εμπόριο τους επόμενους μήνες θα αποτελέσει το βασικό και πιο ασφαλές κανάλι μέσω του οποίου το καταναλωτικό κοινό θα επιλέγει να εξυπηρετείται. Η νέα κατάσταση αποτελεί ευκαιρία για πολλούς αλλά απαιτεί οργάνωση, πολλές αλλαγές και γρήγορες αποφάσεις. 

Προκειμένου να κάνουμε μια πρώτη αξιολόγηση στη νέα συνθήκη του COVID-19, ξεκινήσαμε στις 18 Μαρτίου μια έρευνα σε συνεργασία με τον Ελληνικό Σύνδεσμο Ηλεκτρονικού Εμπορίου GRECA και με την υποστήριξη των BestPrice και του Skroutz

Η έρευνα είχε διάρκεια 18/03 – 21/03 και συμμετείχαν 307 επιχειρήσεις που δραστηριοποιούνται στο ηλεκτρονικό εμπόριο. Πιστεύουμε ότι τα συμπεράσματα αποτελούν χρήσιμη πηγή πληροφοριών τόσο για την Ε.Ε. όσο και για εθνικές αποφάσεις με σκοπό την υιοθέτηση καλύτερης δυνατής προσέγγισης για έναν τομέα που θα έχει καίριο ρόλο σε αυτήν την κρίση.

>>Κατεβάστε τα αποτελέσματα εδώ<<

 

How to Increase Revenue From your Loyal Customers

It took 50 days for Maison Marasil to have 118 new orders and 3% revenue increase by using e-satisfaction’s Refer a Friend mechanism and without spending extra money on a referral program.

 Leverage with Refer a Friend Campaign

 

The Maison Marasil – Fragos S.A. company, which operates in the children’s clothing industry, in collaboration with e-satisfaction, created a campaign with the aim of rewarding satisfied customers and also attracting new customers in maisonmarasil.com (Refer a Friend campaign). The campaign yielded pleasant and encouraging, for other e-shops as well, results.

Objective

The Refer a Friend campaign has the objective of rewarding the satisfied customers of Maison Marasil and especially the ones that would recommend the e-shop to their friends and colleagues (the so-called promoters). E-satisfaction targets this segment of loyal customers through Net Promoter Score metric (known as NPS in international references). A 5% discount coupon acted as a motive for their next purchase and also resulted as a reward for the customer.

Another objective of this campaign was, to create a new path that will attract easily and quickly new customers to the e-shop, by providing them with a 5% discount coupon for their first purchase.

Automations

This campaign is displayed only to the customers of Maison Marasil that are willing to promote the e-shop to a friend or colleague. Namely, these clients had rated with 9 or 10 (in a scale out of 10) the following question “How likely are you to recommend our e-shop to your friends or colleagues”.

After the completion of their order, the customer-promoter can fill in the e-mail of a friend in order to receive automatically two different newsletters with unique discount coupons of 5% discount for their next purchase.

Results

The Refer a Friend campaign yielded remarkable results and created new paths for both Maison Marasil and e-satisfaction, as resulted in just 50 days of function in bringing 118 new orders, by
using e-satisfaction’s free marketing mechanism!

In more detail, from the 1.020 customers who viewed the campaign, 359 clicked on it (Conversion Rate 35%). Furthermore, the 118 new orders resulted in the following:

  • Increased average number of items per order
  • 3.1% increase in turnover was achieved!

refer a friend automation, refer a friend campaign, refer a friend campaign for maison marasil

What is e-satisfaction?

e-satisfaction is the #1 Humanized Marketing Platform for e-Business that combines customer feedback with actual automated marketing mechanisms that aim to recover or retain your customers. e-satisfaction is used by hundreds of e-businesses, helping them to go one step closer to customer centricity.

Click here to create your FREE acount

3 Tips to enhance the value of your Black Friday Sales

Black Friday is at the corner!! Here are 3 useful tips that will help you enhance the value of your Black Friday sales while using e-satisfaction’s features!!

Black Friday is almost here and you have prepared great offers and discounts for your clients, following one of the most known customs in the e-commerce world. It is a major-peak-sales day and discounts will attract all lights and attention of your clients. But how will you get something more out of Black Friday? How can you gain from the awareness that your offer will bring and most important…How can you turn your Black Friday offers to a marketing tool and enhance their value?

The question is easy to be answered if you take some time to think that the clients who take the Black Friday Deal you offer are the best possible evangelists of your brand and that this deal can be used to create (or re-establish) your relationship with them! Some tactical actions that you can follow to go down the humanized marketing road are the following:

1: Ask them to Refer you or your Deal

By examining how effective e-satisfaction’s Refer A Friend marketing automation is, we have seen that 35% of satisfied customers will refer you to friends, if you ask them to do it! Just think how happy your customers are on Black Friday and how willing they will be to share your offer with their friends!

Cost – free awareness is so easy to be achieved after all!

2: Reward your loyal and happy customers

Bring the light to the happy customers of your e-shop!! Find who your loyal and happy customers are and reward them with Black Friday deals, especially made for them, showing them how much they mean to you!

3: Encourage social share

Ask your customers to like your Facebook Page and your Black Friday Post. Even the ones that have forgotten about Black Friday, will be immediately informed and they will be willing to order again as not to lose your incredible sales!

To conclude…

Creating bonds with your clients and maintaining a frequent communication channel is the best way to amplify every promotional activity you are doing. Every contact moment with your clients is a new chance to remind them how important they are for you and this is when you can ask them to show how happy they are.

What is e-satisfaction?

e-satisfaction is the #1 Humanized Marketing Platform for e-Business that combines customer feedback with actual automated marketing mechanisms that aim to recover or retain your customers. e-satisfaction is used by hundreds of e-businesses, helping them to go one step closer to customer centricity.

Click to create your FREE account

NPS: Must Have Metric for Every e-shop!

What’s your Net Promoter Score? How likely is that your visitors and customers would recommend your e-Business to a friend or colleague?

Imagine that you want to buy a new pair of shoes. What you would do is to spend some time (minutes or hours) searching for the e-shop that offers the shoes you like, in the best price possible, with the best customer service department, the best possible shipping & return policy and the best look and feel that will make you trust the e-shop before buying. Now, I want you to imagine that your best friend suggests you to buy your shoes from an e-shop that he had already used in the past to buy their shoes and they delivered him an amazing shopping experience! How likely is that you will purchase your shoes from this e-shop without going through all this time consuming search? Well, very likely!

Research has shown that consumers are 4 times more likely to buy from an e-shop that has been referred by their friends, and according to an HBR study48% of customers who had negative experiences with a company told 10 or more people!

Now, let’s think this case from the online retailer’s perspective. Is there a way for online retailers (e-shops) know what their customers would say for the service they provide? Would their customers refer their e-shop to friends and family? And if they would, how can online retailers find who the ambassadors of their e-shop are? Also, how can online retailers identify customers that had negative experiences and try to convert their opinion, avoiding negative Word of Mouth.

A simple and so important question

There’s a pretty simple metric called Net Promoter Score, or NPS, that is used to measure customer loyalty and to distinguish those who have negative feelings from ambassadors. But first of all, what exactly is NPS? Net Promoter Score (NPS) is a customer satisfaction metric that was developed by Fred Reichheld, Bain & Company, and Satmetrix in 2003. It works by simply asking a quick and easy question, using a 0-to-10 scale;

“How likely is it that you would recommend our company to a friend or a colleague?”

Based on their responses, the respondents are then segmented into three (3) segments:

  • Promoters (score 9-10) are loyal enthusiasts who will keep buying from your
    company and urge friends to do the same!
  • Passives (score 7-8) are satisfied but indifferent customers who are susceptible to
    competition.
  • Detractors (score 0-6) are unhappy customers who are capable of harming your
    brand and spread the majority of the bad word-of-mouth.

This is the first benefit of using NPS, as it provides really interesting customer segments, knowing who will promote a brand and who will have a negative effect when talking about the brand.

nps segments

To get the full value, a lot of brands are going one step further by calculating the Net Promoter Score, by subtracting the percentage of your “Detractors” from the percentage of your “Promoters”.

nps equation

The result of this equation is what is known as Net Promoter Score and can range from a low of -100% (if every customer is a Detractor) to a high of 100% (if every customer is a Promoter).

For example, assume 500 responses to the NPS question, distributed as follows:

  • 100 responses from 0 to 6 (detractors);
  • 150 responses from 7 to 8 (passives);
  • 250 responses from 9 to 10 (promoters).

Let’s do the math!

Step 1: Calculate the percentages of every group individually. In the example, 20%, 30%, and 50% respectively.

Step 2: Subtract the percentage of detractors, i.e., 20%, from the percentage of promoters, i.e., 50%.

Step 3: The NPS is 30%!

What can I do with NPS?
Now that you know the way to determine how loyal are your online customers, let’s explore what insights can you draw from this metric? A lot of brands monitor NPS on a constant basis and are alerted in the case that significant variations are detected. Other, extremely useful ways to use NPS can also be the following:

  • Identify the ambassadors of your business and motivate them to speak about you to their friends.
  • Track product categories that create promoters or detractors
  • Reverse the opinion of your detractors to reduce negative word of mouth
  • Detect passive customers and convert them to promoters!
  • Compare your Net Promoter Score with the e-commerce market

NPS and e-satisfaction

We strongly believe that NPS is a really important metric for all e-shops, as customer acquisition is maybe the most resource demanding task for online retailers.

e-satisfaction calculates and provides a real time view of NPS, while at the same time through the e-satisfaction’s dashboard e-shops can get, with a simple click, a list of the promoters, detractors or neutral clients!

e-satisfaction (www.e-satisfaction.com) is the easiest way for online retailers to delight their customers from the moment they enter their e-shop, to the moment they get the products delivered at home! Our platform is addressed to online retailers, offering them a powerful platform to monitor their customers’ satisfaction, loyalty and churn, to detect their happy and unhappy customers and take action, get automated e-mail alerts when an unhappy customer is detected, and guideline their e-shop improvement against normative market.

Arrange a demo to learn more

What is e-satisfaction?

e-satisfaction is the #1 Humanized Marketing Platform for e-Business that combines customer feedback with actual automated marketing mechanisms that aim to recover or retain your customers. e-satisfaction is used by hundreds of e-businesses, helping them to go one step closer to customer centricity.

Click to create your FREE account

Recover your Unhappy Customers and Increase their Happinness

Leverage with a Customer Recovery CallBack Request! Act immediately to recover unhappy customers and increase their happiness!

Learn how your e-shop can leverage from a Customer Recovery CallBack Request

The Challenge

At the moment, e-commerce is growing very fast and more than 75% of consumers shop online. However, the absence of physical contact between an e-Business and its customers can create several misunderstandings that may result in losing customers.

e-satisfaction’s Solution

To overcome this challenge, e-satisfaction recommends the activation of a Customer Recovery CallBack Request campaign.

This campaign is set in action only when a dissatisfied customer is detected. These customers have rated with 1-6 (in a scale out of 10) the following question “How satisfied are you with our e-shop?”.

After the successful completion of the Check out and/or the After Sales questionnaire, instead of thanking customers for their feedback, an e-shop can ask from its dissatisfied customers to fill in their telephone number and their preferred time to be contacted.

Having these valuable data at hand, an e-shop is found at the privileged position to identify and call their dissatisfied customers with the aim of resolving any possible misunderstanding or small mistake.

With e-satisfaction’s solution e-shops have the opportunity to recover their dissatisfied customers and take immediate action to convert them to happy and loyal customers.

Results

Many e-shops have already activated the Customer Recovery CallBack Request to gather valuable data about their dissatisfied customers and tried to improve their e-Business.

Results were more than encouraging, as on average the Customer Recovery CallBack Request was seen from 1645 people and 155 customers provided their contact information, creating a 9% Click Rate.

callback data

By immediately contacting their dissatisfied customers any misunderstanding or small mistake was resolved and customers’ happiness was increased!!

What is e-satisfaction?

e-satisfaction is the #1 Humanized Marketing Platform for e-Business that combines customer feedback with actual automated marketing mechanisms that aim to recover or retain your customers. e-satisfaction is used by hundreds of e-businesses, helping them to go one step closer to customer centricity.

Start today, discover the power of your customers and LEVERAGE  from a campaign that aims to recover unhappy customers (Customer Recovery CallBack)!

Click here to get started