Online dealer eCatering has reported the results so far of its 2018 initiative to meet and engage with its customers to gather purchasing insights.
To support its Booker promotional days, the dealer has gone a step further than just speaking with customers on the road; it is also investigating the buying habits and choices its customers are looking for with their purchases.
Marketing manager Mike Morris said: “As an online business, it’s difficult to identify the specific needs of a variety of different customers and the only way to find out is by speaking to them.
“We know what products customers want is dependent on their business, but what drives them to buy, what do they look for and what is the most important part of their purchase? The results that are coming through are interesting to say the least.”
He reported: “Whilst operators will look at prices and after-sales service, these are not always the reason they buy what they buy and from who. Confidence in brand, website appearance and easy ways to pay are often more important. An online customer does not necessarily buy the cheapest – some of our customers have indicated that they ‘just get a feeling that it’s right and make the purchase’.”
eCatering isn’t on the road selling products directly like traditional sales channels, instead it is making potential customers aware of its presence, brand and quality. The company believes these latest insights will help as it develops its brands, improves its website and brings more products into the UK market.