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How do you encourage a customer to share information such as date of birth or home address? In this text we will discuss methods to create a relationship based on trust, which turns out to be the foundation in this matter.
The e-commerce sector is growing rapidly, reaching a turnover of 92 billion zlotys in 2021. The number of consumers shopping online is also growing, and experts predict that 3.4 million more new customers will arrive in the next three years. In order to effectively reach this growing group and turn them into loyal customers, marketing efforts are needed, based primarily on data left by the users themselves. However, gathering this information is not easy, mainly because of the growing awareness of online privacy. Consumers are increasingly resisting sharing data, especially with new, unfamiliar companies.
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Not only does the law require us to clearly inform our portal users and customers about the purpose of storing their information as well as the security measures applied to their information, but this is also very welcome on the part of the consumer.
Proactively communicate on your site what purposes you are collecting data from users for. It could be a desire to improve the shopping experience by offering personalized recommendations, to provide higher quality customer service, or to be able to send a discount coupon for a birthday - be transparent about your intentions. It's important to communicate this in a way that highlights the benefits to the customer. Think about what the customer will gain by sharing certain information with you.
Emphasize that saving certain data can improve their future purchases. Your goal is to make the shopping process easier for customers. Storing user preferences, allowing quick access to order history, or remembering payment information can significantly reduce the time it takes to complete subsequent transactions.
Assure customers that their data is safe by using only reputable and secure payment systems and offering a variety of payment methods - it's crucial for them. Keep your website secure by using an SSL certificate and complying with RODO regulations. When customers see that their sensitive information is protected from unauthorized access, it builds their trust in your brand.
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We discussed earlier how important it is to show the consumer the benefits they can derive from sharing their data. There are several methods that can make a consumer more willing to make such an exchange. Among such benefits we can detail, among others:
Tailor offers to individual customer preferences. As a store owner, you are aware that collecting information about your customers allows you to profile them more accurately and provide them with offers tailored to their needs. However, it may happen that customers are not immediately convinced by the idea of sharing their data. If this is the case, it's important to clearly communicate to them the benefits of personalization - that access to special discounts and product recommendations that suit their taste is only possible if they choose to share the necessary information about themselves.
Loyalty programs and exclusive promotions available only to registered users are an effective way to encourage data sharing. By signing up for a loyalty program, customers gain access to promotions and discounts tailored specifically for them. Such action not only expands your database, but also cements long-term customer relationships. Exclusive offers and exceptionally attractive discounts make the customer feel special treatment, which translates into higher customer engagement. Creating such a program will be facilitated by a marketing automation tool.
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Providing customers with the ability to freely withdraw previously given consent is as important as simplifying the registration process. Making the function of cancelling a subscription or revoking consent easy to access, through clear and understandable options both on the website and in email communications, strengthens users' confidence. By presenting such options in a conspicuous and accessible manner, you demonstrate respect for each customer's individual decisions, which translates into positive perceptions of your brand and its credibility.
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The importance of social confirmation in creating brand credibility cannot be overestimated, especially in a digital environment where direct contact between seller and buyer is limited. In such a context, recommendations and feedback from other consumers become a key element in convincing new users to trust a company and share their data.
Transparency in how user data is used and fulfilling promises about its use builds trust and customer loyalty. When experiences don't live up to expectations, dissatisfied customers can easily share negative feedback online, which can have long-lasting effects on a brand's reputation.
Having and displaying on your website certificates or awards from reputable institutions or organizations that prove your credibility and the security of the services you offer significantly affects the perception of your brand by potential customers. By doing so, you show that your business is transparent and your data protection obligations are taken seriously. This not only increases trust, but also encourages new users to interact with your brand and share their data, which can increase conversions and build stronger customer relationships.
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