Technology Focus Part 2 Build Online Loyalty Efficiently

4. Offer valuable content and information. A customer who appears disloyal or fickle actually may be shopping around for information. Such shoppers expect to have full product details at their fingertips and they don't have confidence in any marketer that doesn't provide it.

Many sites include substantial product information, such as product specifications and warranties. The Home Depot goes way beyond this by adding a huge "Know-How" section — not unlike what it does with its free, in-store courses. People go there just to find out how to do something, whether they're buying or not. And as with a store, a site that becomes an information resource will be top-of-mind when it's time to buy.