Shopping on-line and selling on-line present both the customer and merchant with a significant number of issues that regular shoppers and merchants do not face. Actually seeing, touching, and using a product makes the experience so much easier for traditional “bricks and mortar” selling; however, the convenience, pricing, and product selection for on-line buying is just as great of an advantage for the on-line transactions.
On-line transactions have exploded because of Covid-19 and the percentage was increasing even before the pandemic, and will likely continue to grow, even if at a reduced rate after COVID-19 is just an unpleasant memory.
For on-line retailers, to be successful they have to offer more than just convenience. Listed below are 10 hard-learned lessons that any on-line retailer needs to ensure that they are doing:
Easy to use
- Your website should be easy to navigate and easy to use.
- It should have quality pictures for each item, preferably from several angles;
- There should be good descriptions of each product with at least three FEATURES, ADVANTAGES, and BENEFITS (FAB’s) in “regular language” not “technospeak”;
- The product dimensions should be listed;
- The product options should be listed and explained.
- A realistic estimated time of arrival is also very important.
Clarity
- Everything your customer needs to know should be easily accessible.
- A good website will have a section for “Frequently Asked Questions” (FAQ’s) that real people would actually ask;
- A review section with real reviews, good ones and even a few negative ones are helpful.
- The terms and conditions should be easily understood;
- Instant BONUS or PROMOTIONAL saving codes that are easy for a customer to find;
- Which methods of payments are acceptable;
- There should also be “Help” functions that make sense with the option of “chatting” with a real person.
No hassle returns policy
Customers that buy on-line expect that if something doesn’t fit or is defective or if it simply wasn’t what they expected; it should be easy for them to return the item, as long as the item hasn’t been damaged by the them. Returns should be easy to arrange, full refunds should be available quickly and easily; and, all within 72 hours of receiving the product.
For the merchant, put in place procedures to handle returns, process them, and re-sell them as “clearance” or “previously enjoyed” to ensure that your organization manages this “cost of doing on-line” business. Many organizations do not give this enough thought or consideration and returns become a serious issue for some merchants.
Prompt answers to inquiries
The best on-line merchants have a commitment to answer any client concerns within 5 minutes or sooner when a customer asks a question, (as a minimum, aim for coverage during regular hours). On-line customers are usually waiting for a response, if they do not get a response, they will move on and the opportunity to sell is gone.
Even for small merchants, I recommend that you have at least one associate, whose only job is to answer questions and look after updating your website.
Proactive customer service
To stand apart from your competition, make a vow: “No customer should ever have to call or email wondering where their purchase is EVER!” It was my experience that more customers lose faith and trust for retailers for this reason than virtually every other issue.
Provide value for the client
A core belief of every successful on-line merchant is to provide value to every customer. A merchant needs to have their customers understand that they get what they pay for, but the merchant has a duty to make sure that everyone gets value for their money.
Superior service when there is an issue
If a client or customer has an issue with their purchase after the initial term of the returns policy (72 hours), then the on-line merchant must provide: Prompt, efficient, and customer friendly service to resolve the customer’s issue.
Useful knowledge and informed associates
Online merchants should have sections on FAQ’s, posts about product knowledge, and helplines staffed by friendly and helpful associates who can provide information to and help the customer to make informed decisions.
Trust and integrity
For a merchant to successfully build any business, online or “bricks and mortar,” the fundamental keys for success are:
- Your customers and associates believe in what you sell,
- Your customers believe that you will do what you say you will,
- That you stand behind your products,
- That your “manufacture suggested retail prices (MSRP), your regular prices, and your sale prices are all legitimate.
Too many retailers play games with their prices, offering huge discounts off prices they never actually sell the products for. A retailer who has real sales will earn the respect and loyalty of their customers AND their associates.
Order Tracking, Easy Pickups, and/or Friendly Helpful Delivery
Once a customer places an order, they should be able to find out where it is; when it comes, it should be easy to pick up with friendly associates to help customers load their purchases; and if delivery is booked, then to have friendly/efficient/and respectful associates complete their delivery.
BONUS
Ask yourself at the end of each customer encounter, “How did I make my customer feel? The answer should be that your customer feels good about the services that you provided and that they are looking forward to receiving their purchase and to dealing with you again. If the answer is not that, then don’t expect them back again.
Ten things, some are easy, some will cost some money to execute; but, all of them will help secure the future of your business in a time where the marketplace is changing at an ever-accelerating pace. These ten things transcend the test of change and time and will provide your organization with tools to compete and excel in the marketplace.
Good Selling