Retailers seeking to establish a good reputation through the use of online PR must ensure that their customer service is of a high standard, as this could be the key element that makes a business stand out.

Writing for Econsultancy, Chris Moffatt noted that, with many online retailers appearing very similar to customers, offering a full consumer package is essential for any company wishing to grow its business.

Therefore, he said that it is important to respond promptly to any customer complaints to reassure them that the issue is being looked at.

"Don't leave an issue hanging," Mr Moffatt stated, "as the customer will increasingly feel like they are being ignored".

It is also vital that firms are familiar with the distance selling regulations that govern online transactions so they are aware what their responsibilities are and what services they must provide to their customers.

Last week, a poll conducted by the Interactive Media in Retail Group revealed that customer retention is a priority for 78 per cent of online businesses, so providing a high quality service may be able to help with this.

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