A new study by Epsilon Interactive says retailers may be missing opportunities when it comes to building customer loyalty online through Web-based bill payment.
The study's findings showed that 66 percent of consumers who made purchases over the last three months were not aware if the retailer offered online bill payment or paperless statements.
Perhaps of more interest to retailers is that though only 13 percent of consumers said they currently pay their store/merchant credit card bills online, 36 percent had an interest in doing so if the service were offered.
Additionally, the study shows the recent increase in postage may have sparked some interest in consumers to move their bill paying options over to the Internet. Twenty percent of consumers said the rate increase boosted the likelihood or interest in paying credit card bills online.
“So much of retailers' focus goes into acquiring new customers that they often ignore a gold mine of opportunities within their existing customer base,” Al DiGuido, president/CEO of Epsilon Interactive, said in a statement. “Whenever a bill is presented to a customer via e-mail, the retailer has another opportunity to not only reduce costs and strengthen customer loyalty, but also to provide the customer with relevant and valued offers that can incite additional purchasing.”
