Step two is to turn browsers into buyers. To attract a first-time buyer, you need to have excellent merchandising skills. To get repeat buyers, you need to create Loyalty to perfect your relationship-marketing skills. Aim for Satisfied customers, not gross sales. Successful e-commerce players have to be great merchandisers.
Many vendors now focus only on gross sales.
But the farther you go into the world of e-commerce, the more you realize that satisfied customers, and therefore customer service is what really matters. The economics of failure are much more severe than people realize. If you make that customer unhappy by the way you handle or don't handle-an order. A rule of thumb is that a disgruntled customer will tell 10 friends not to shop with you. The success of all three will still hinge on customer service.