As our pockets are being squeezed ever more, there seems to be a general lack of loyalty to any one store. Discounting is definitely driving sales. So in this harsh retail environment, how do you turn fickle consumers into repeat customers? There's a great article on the Econsultancy blog about ASOS' after-sales email and how it really improved the blogger's perception of the brand and encouraged him to shop there again.

Interestingly, I had just shopped for the first time at Ocado and had an equally impressive experience. What made the difference to me wasn't the intuitive app or the great offers but a simple text message to tell me that, Myles in Onion van reg XXXXX would arrive at the agreed time to deliver the order.

Why was it so impressive? It was personal and friendly, just like ASOS' after-sales emails. Something so simple and small made the biggest impact and has meant that I shopped at Ocado again.

When planning your sales strategy, remember that after-sales is just as important yet doesn't have to be complicated or expensive, just personal and friendly. After all it's the little things that count.

If you need any help with your digital strategy, contact Adrian Lomas or Rob Smith on 01829 260 600 or