Retail Surgery: How should brands use their web presence to support both online and offline customers?

Using their online presence to support customers is a basic requirement of any retailer’s web strategy. Often consumers’ first port of call if they have a problem will be the website, to look up a phone number or for product and service-related FAQs.

Research from Global Reviews suggests about 37% of those researching car insurance online, for example, would rather solve a problem online, which highlights the importance of ensuring sites have comprehensive and contextually relevant help.

Global Reviews principal consultant Rebecca Jennings suggests simple measures to support the customer’s online journey. “Don’t silo FAQs in its own area and expect users to hunt to find their answer,” she advises. “Weave relevant links throughout the site, including quote and application areas. If you operate in a sector that has a lot of specific terms, ensure you have integrated, contextual help; Dell.co.uk does a pretty good job of this.”

Retailers need to make sure phone numbers are clearly displayed throughout the site, complete with opening hours – DFS does this well, Jennings says, adding the same goes for live chat or call back. “Listing a phone number doesn’t push users into searching the site for answers, it pushes them to another provider who will answer their questions. Supporting users through your online channel is as important as selling to them online, and an essential step in converting them from one-time purchasers to loyal customers.”