I mentioned in a previous post that in online retail, the only currency is trust.
It is an elusive quality but when done right, will build an engaged community upon which one can build a business around.
So How does one build trust in an online space?
The way it is built offline. By making promises and keeping promises, being consistent in delivery and to commit to building the relationship, whatever it takes.
Each point of contact with the customer provides an avenue for engagement. Each positive outcome builds trust. If the brand is consistent across the board, and enables positive outcomes only, then perhaps the customer would grace you with his trust , just enough for another transaction after which the process begins again.
This is how you build a business