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Of these, most especially, making the online shopping experience fun and enjoyable plays a very important role in encouraging individuals to keep shopping online and hence helps in the development of a loyal bond with online retailers.
Third, to encourage deep usage of online shopping or more frequent online purchasing, Internet retailers should keep improving quality of product information and variety of product selection; make customer services more tangible, accessible, and satisfied; and provide shopping incentives to increase consumers’ perception of relative advantage and enjoyment. In the meanwhile, Internet retailers still need to work on reducing any elements that may be perceived as risky by online consumers.
Fourth, one of the most effective ways to segment the target market is through customers’ online shopping behavior. Providing shopping incentives to frequent purchasers will encourage sales at less cost than offering low prices across the board.
Finally, clear and accessible performance assessments of an Internet retailer help customers to form realistic expectations about their shopping experience and outcome with that particular retailer. Sometimes, Internet retailers may want to point out any temporary weakness or disadvantage they may have instead of misleading customers to have such high expectations at the outset that they fail to be satisfied with the transaction.