Finally, there is the discussion of marketers becoming more sensitive to shipping costs. When two extra sheets of packing paper can move a package from one weight class to another – resulting in a 5-15 percent increase in shipping costs depending on the shipping method – marketers are more meticulous than ever.
Customers, too, are now more particular than ever – about how their products are packaged and how they are received. And marketers should be, too, because it is a factor that can impact costs, profitability, customer satisfaction, and lifetime customer value.
Behind the buy button
There are a lot of complex issues behind the buy button, and all too often we find ourselves focused too intently on the glamorous marketing and selling side of the equation. To truly succeed it must be remembered that every customer touch point is an opportunity to build a customer relationship, increase average order value and promote lifetime customer value—or , on the flip side, lose a customer based on price, quality or poor delivery issues.
When making the right decisions for their companies, marketers must always keep in mind that customer loyalty is truly earned with each positive customer experience.
About the Author:
Clyde Mount is President of 3PL Worldwide, a provider of third party logistics to direct response, e-commerce, and catalog marketers. Based in Milford, CT., with warehouses on both coasts, 3PL Worldwide processes more than half-a-billion dollars in sales orders annually. He can be reached at firstname.lastname@example.org.