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Turning a visitor in your webshop into a customer is much more expensive than encouraging an existing customer to make a repeat purchase. With my purchase through Fnac.be they did their best not to let me buy anything again. Learn from their mistakes so that you do not have this in your webshop yourself.

I recently needed a new shaver and since I had been a member of the Fnac in Ghent for years, I created a Fnacbe account under the motto “buy locally” to make my purchase online. Not a bad word about the ordering procedure, it worked perfectly. But the after-sales service and the technical problems with the site are one to cry.

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After creating the account, you remain logged in, thanks to cookies. You would then expect that when you surf to their site again, you would get a personalized experience by at least showing the site in your own language. None of it!

Although people know that my default store is “Gent”, or “Gand”, I keep coming to the French version of the site. So always switching languages. Not a disaster, but frustration?

2. Error messages can be a bit bigger ?

I noticed that I had entered an incorrect email address because I noticed that I had not received any order emails. So it turned out that I had entered @ trivali.bbe, a “b” too much.

Well, then you just adjust that in your profile you think. None of it! You can change this, but hadn't noticed that an error message had appeared at the bottom (in French) stating that something had gone wrong. For your reading convenience I have added an arrow to the error message. Can't be better?

3. No response from customer service

Then just email the customer service to have the account adjusted so that I still receive the order emails in the future. You expect an answer, don't you?

None of it! After 6 days in the meantime, no response may have been received and my account has not yet been adjusted. Fortunately, it was nothing urgent or important. I wouldn't be too happy about it.

4. Buy at a local webshop, I thought ...

You think buy locally. You can already hear me coming!?

None of it! When I receive my order, it appears that the package has been sent from a warehouse in France. I should have known, of course, because Fnac is originally French, but at Vandenborre (from the same group) the parcels come from Belgium.

5. Additional advertising is good, but do it in the language of your customer

It is certainly not bad to add an extra advertising brochure in the box. All major shops do that: it is a simple way to advertise your own shop and products extra. But then make sure it's clear.

None of it! At Fnac they send the French brochure, chauvinists as they are. I simply answer that directly in their own language: “Dans la poubelle with it!”.

But for Fnac again missed an opportunity to encourage the customer to make a follow-up purchase.

Oh yes, the shaver is great by the way! ?

Are you getting the most out of your shop?

Can you also take a critical look at your webshop? At Trivali we like to make time for you and your online project. We carry out an analysis, provide you with the working points and deal with the technical challenges ourselves. Sending the correct brochure in the box is of course your responsibility?

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