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THE_OFF_SIDE_OF_ONLINE_RETAIL
| THE OFF SIDE OF ONLINE RETAIL
Many online retailers are focused on the first time customer.
And understandibly so, considering that in an attempt to capture
their fair share of an ever-growing online consumer market, many
have put aside a large marketing budget. However, in the
process, they have forgotten that in many cases, sales are not
made on the first attempt. The ability of e-tailers to offer
impulse buys has been translated into the assumption that all
customers are impulse buyers. And they decorate the front page
of their web site with 1-click offers and promises of same-day
delivery. But in their haste to reach the masses, they have
ignored the large number of careful shoppers taking to the net
this year - many for the first time. These individuals are
careful about putting the credit cards where their mouth is.
They evaluate every negative factor of online shopping before
deciding to take the plunge. Will the gifts arrive on time? What
if I need to return an item? Will QueueHere.com still be around
after Christmas, or are they a fly by night web site? These
issues often plague the consumer until they experience the
inevitable, "Oh hell, why not!" syndrome that all net shoppers
have experienced at some point in time. And even then, they
limit their testing to the gift for their 3rd cousin twice
removed on their mother's side. But even experienced net
shoppers are hesitant, though perhaps for different reasons. The
web is a price-shopper's haven with shopping bots constantly
scouring the net for specials and bargains. The convenience of
comparison shopping is merely a mouse click away. It is
therefore not surprising that consumers are hesitant to put
their money on the table, because there might always be a better
deal somewhere across the globe. Add that to the fact that a web
surfer's loyalty to an online store is relative to the cost of
their Internet connection - the more it costs, the less time
they spend with each store. And web shoppers are unlikely to be
as forgiving in the online world as they would be in the real
world. Slow download times and uncooperative web sites all help
to convince them that the trip to the local mall, despite the
inconvenience, might be less frustrating. So how is an online
retailer to compete in an offline-dominated world? It's actually
not as difficult as it seems.
1.Build trust - clearly a forgotten aspect of commerce, whether
online or off. Since online retailers operate in an untrusted
environment, their number one priority is to build trust amongst
customers. 2.Cater for the browser and the buyer - for those who
know what they want, help them to find it with ease. Offer a
search facility and a call center number in case they can't find
an item. For those who just want to browse around, give them a
convenient starting point and guide them through a tour of your
various departments. 3.Save customer profiles - many customers
will return twice or even three times before making a purchasing
decision. Allow them to save a profile up front which they can
recall when returning. Don't ask for personal details until they
are ready to buy. 4.Follow up - comparison shopping has never
been easier, so make sure your site stands out from the rest.
Once a customer has saved a profile, send them an e-mail
reminding them about their selection. And because shoppers tend
to visit many web sites at a time, you'll need to constantly
remind them of your web site address. Don't forget to include
the URL of your site in all e-mail correspondence. Be careful
not to overdo it though, because it could be considered spam.
About the author:
John Ginsberg is a senior consultant for Net Brothers, a leading
Internet strategy consulting firm based in South Africa. He is
also the editor of EyeBiz Magazine, an Internet strategy and
marketing publication. To subscribe, send an e-mail to
eyebiz-subscribe@listbot.com.
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