Retail Detail. E-Retailers Learning to “Give the Lady What She Wants.” Second City Style Fashion Blog

June 11, 2007 • Magazine




“Give the lady what she wants.” This was the well-known mantra of the now defunct Marshall Field’s department store. It is particularly sage advice for e-retailers looking for new or unrealized opportunities in e-commerce.

Lauren Freedman, president of consulting and research firm the e-tailing group, who spoke at the Internet Retailer 2007 Conference and
Exhibition June 5 said, "Internet retailers must carefully consider and outline customer service plans that help ensure their customers are happy and content."

According to Freedman, the following are key elements of a thorough and successful web retailer customer service plan:

    * A web site with a comprehensive customer service destination
    * An easy-to-find phone number and list of customer service hours
    * Inventory status notification on product pages and/or in shopping carts
    * Guest membership capability
    * An efficient checkout process
    * A privacy policy and guarantee
    * Timely fulfillment, within three to five business days
    * Efficient and appropriate answers to all service queries, ideally within no more than 48 hours
    * A clear and concise returns policy

With regard to shoppers making their way through an Internet retailer’s online customer service functions and information, Freedman said merchants should ensure customer-centric navigation via “the mother plan.” She explained: “If my mother can do it, then anyone can.”

Ain’t that the truth? Sorry Mom.

Source: Internet Retailer

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