When a customer has a question about an online order, finding the right way to contact the retailer should be straightforward. A phone call may be easiest for a delivery problem that needs explaining. A message may be more convenient for checking a product detail or asking about a return. For smaller retailers, offering both options can create a challenge: how do you stay accessible without publishing a personal mobile number or carrying a second phone?
A dedicated business number offers one approach. An 033 number gives a retailer a UK-wide contact number that is not tied to a particular town or city. It can be useful for an online business serving customers across the country, especially when the team works from different locations. Under Ofcom’s rules, calls to 03 numbers cost no more than calls to 01 or 02 numbers and count towards inclusive minutes in the same way.
The number can also help keep customer enquiries separate from personal calls. Rinkel, for example, provides a business number that can be used on an existing mobile phone or desktop. Its service includes options such as business hours, voicemail and call forwarding, which may help retailers manage enquiries when staff are packing orders, serving customers or away from their desks.
Making messaging part of the contact journey
For some questions, customers may prefer to write rather than call. A message gives them time to set out a query, check a reply later and keep a record of the conversation. Retailers may find it useful for routine questions about opening hours, product availability or how to start a return. 365 Retail has also reported on consumer interest in contacting customer service through WhatsApp.
Using a virtual number for whatsapp business allows a retailer to connect a dedicated business number to its WhatsApp Business account while keeping its personal mobile number private. Rinkel says its numbers are verified for WhatsApp Business through a voice call because they cannot receive SMS messages.
The practical benefit is a clearer boundary between work and personal communication. It also gives customers a consistent number to recognise, whether they choose to call or send a message. That consistency matters when a retailer’s contact details appear across its website, order emails, social channels and packaging.
Choosing the right setup
Adding another contact channel only helps if the retailer can manage it well. Before offering WhatsApp Business, teams should decide who will monitor messages, when customers can expect a response and how enquiries will be handed over if one person is unavailable. The same applies to calls: published opening hours and a useful voicemail message can set expectations when nobody can answer immediately.
For online retailers, the aim is to make contact simple at the point customers need help. A national business number and WhatsApp Business can give customers a choice of ways to get in touch, while allowing a small team to manage those conversations using the devices it already has.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
