Turning First-Time Customers into Frequent Buyers

  • Customer loyalty is the foundation for sustained online success
  • E-commerce solutions are increasing in scope and complexity
  • Intershop identifies growing consulting requirement for e-commerce strategies

Jena, Germany, April 7, 2011 – Acquiring new customers may seem to be the most obvious challenge faced by store managers, but the really crucial task is turning them into frequent buyers. This matters because retaining satisfied customers is far less expensive in terms of time and resources than generating new ones. According to experts, regular customers spend twice as much on average as occasional shoppers, a statistic given greater weight by the increasing competition between sellers as the mobile Internet takes off. That is one of the findings of the Online Shopping Survey 2011 conducted by ENIGMA GfK. Today’s online stores need to make a compelling overall impression to encourage shoppers to buy and return. Accordingly, the underlying store technology must meet many different demands, either by including a wide range of services or enabling easy integration of such services. In addition to an attractive, uncluttered design that is straightforward to update and optimize, e-commerce managers need intelligent search functionality, product recommendations, personalized views, discounts, favorites lists, and wish lists for their customers. Fast, convenient ordering should be supported by a rapid checkout process, e.g., via integration of Ajax functionalities. The store system must also enable redemption of coupons or points from customer loyalty programs as well as integration of communication offerings, whether allowing users to join the store’s own community or to register for newsletters.

Providing a consistently positive shopping experience also means being available for product questions or problems and for orders from outside the website. Call center employees need to be able to see the current status of an order and access customer information, thereby enabling them to provide professional advice or resolve problems.

Intershop has integrated these and other value-added functionalities into its e-commerce solutions as standard. Given the range of technological options available, however, it is still necessary to identify the right strategy for the target group in question, which is why Intershop is seeing growing demand for expert advice from e-commerce managers.

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About Intershop

Intershop Communications AG (founded in Germany 1992; Prime Standard: ISHA) is an independent, internationally leading provider of omnichannel commerce solutions. The latter are available as cloud-based commerce-as-a-service solutions or as licensed models and combine the expertise from over 25 years of software development for online commerce. Upon request, Intershop orchestrates the entire omnichannel commerce process chain – from the design of online channels to the implementation of software to fulfillment. Around the globe more than 300 enterprise customers run Intershop solutions. Customers include large corporations such as HP, BMW, Würth and Deutsche Telekom as well as medium-sized enterprises. Intershop operates in Europe, the USA and the Asia-Pacific region.

This news release contains forward-looking statements regarding future events or the future financial and operational performance of Intershop. Actual events or performance may differ materially from those contained or implied in such forward-looking statements. Risks and uncertainties that could lead to such difference could include, among other things: Intershop's limited operating history, the unpredictability of future revenues and expenses and potential fluctuations in revenues and operating results, significant dependence on large single customer deals, consumer trends, the level of competition, seasonality, risks related to electronic security, possible governmental regulation, and general economic conditions.

Intershop Public Relations

Heide Rausch
Head of Corporate Communication