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The essentials – features and functionality that customers expect:
- Contact information clearly displayed
- 800 number – preferably on the home page
- FAQs
- Real-time inventory that assures shoppers of product availability
- Stepped checkout to ensure a streamlined order flow
- Post-order confirmation appears post checkout and is sent via email
- Features that add to the customer experience
- Listing customer service hours
- Standing behind products by offering a 100% guarantee
- Product photo in the cart, which helps recall while averting returns
- Recap of cart contents on the thank-you page
- One-click checkout
- Ability to sign up for “back in stock” emails
- Putting return forms online
Areas where impact should be weighed against cost implications
- Limiting customer service hours
- Longer shipping times to reduce shipping cost
- Not sending email when order is shipped!