Australian Retailers Failing in Customer Retention
New research indicates that Australian online retailers fail to invest in customer loyalty and retention.
New research from Forrester Research says that Australian online retailers risk losing customers by failing to invest in customer loyalty and retention. As reported on B&T Marketing, the research in Australia 2010: Marketing, Merchandising, And Customer Service, revealed a majority of local online retailers are focusing all their attention on acquiring new customers and making sales, but are not putting into place effective measures to retain them past the first purchase.
"Steven Noble, senior analyst at Forrester Research, said very few companies have the metrics to understand how a retention strategy should fit into the marketing mix.
"'Companies need to be focusing more on the end of the customer journey,' he said.