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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