Online Retailers Koh & Kogan Share Top E-Commerce Tips

April Davis By April Davis | 26 Mar 2019

As Australia Post kick starts its search for this year’s ORIAS People’s Choice Award, two of 2018’s award winners say customer experience and data-driven insights are key drivers to their success.

It’s no secret that customer service technology and improved online and in-store shopping experiences are key growth drivers in today’s tightening economic environment, a fact that has been reiterated by two online retailers who were recognised for their digital success in 2018.

According to UK-based eco-friendly cleaning products company, Koh, meeting customer needs is one of the most important considerations any online retailer should make.

“If you don’t service existing customers properly, you’ll have to deal with a leaky bucket – and therefore spend more time and money on acquiring new customers,” Koh’s Founder, Adam Lindsay says.

The retailer, whose Australian branch of the business took out the People’s Choice award at the 2018 Australia Post ORIAs, says its focus on the customer has helped the brand double its revenue in the last 12-months, despite rising local and international competition.

Kogan.com, who received the award for Best Large Online Retailer in 2018 reiterates this, claiming data-driven insights gained through online shopping data is an efficient way to learn more about how consumers interact with specific brands and their overall shopping behaviours.

Daniel Beahan, the director of customer care at Kogan says the company is in a unique position to gather data as it’s essentially a “statistics business masquerading as an e-commerce company”.

“Data is key to unlocking our customer expectations and it is our mission to understand the wants and needs of our customers better than any other online retailer,” Beahan says.

“Company growth relies on us delighting our active customer base time and time again, and our mission remains to make the most in-demand products and services more affordable for all Australians.”

These insights come as Australia Post launches its latest e-commerce report, which has revealed a 20 percent growth in the number of retail purchases made online in the last 12-months. According to the company’s latest research, online shopping now makes up nine percent of Australia’s total retail spend.

The report also revealed that end of financial year sales (EOFY) experienced the highest level of growth in 2018, recording online growth of 30 percent last year. This was followed closely by the Black Friday and Cyber Monday shopping weekend, which recorded the biggest number of purchases for 2018 with a growth of 28 percent year-on-year. Meanwhile, online purchases during Boxing Day experienced a steady growth of 24 percent YOY, balancing the 20 percent decline in foot-traffic recorded by bricks-and-mortar retailers.

Australia Post has also kick-started its search for its 2019 ORIAS People’s Choice Winner, with applications opening on Tuesday, March 26 and closing on May 31. The General Manager of Enterprise at Australia Post, Andrew Chamberlain, says that this year’s awards will likely recognise achievements by brands like Koh and Kogan, who are exemplifying modern ideas around the consumer purchase journey.

“In considering potential winners of the Australia Post ORIAS People’s Choice Award, one of the key things consumers look at is a personalised experience that supports ease of purchase – an area in which both Koh and Kogan.com are excelling,” he says.

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