What your online business can learn from the High Street
It seems that these days pretty much any business can (and does) sell online, after all it isn't that difficult and can be fairly straightforward. The key is actually getting sales through the new online sales tool and this requires a real focused approach and a really key understanding of the markets you are targeting. So these are three key points that the high street has simply failed to address as highlighted by the recent high profile failures of HMV and Jessops.
Customer Service needs to be amazing
If you want to look at simply amazing customer service, you need look no further than Amazon, which has led the way with its 'customer first' attitude. At Gleave Media we know from experience that they want you to be delighted, a parcel gets lost – no problem, another will be sent; the product damaged – no problem, send it back for a full refund. A customer service attitude that puts ‘me’, the customer, first is always going to be a winner.
On the high street a retailer that follows a similar philosophy is John Lewis, which goes so far as to give (off its own back) a 2-year warranty and 90 days software support on all laptops – how is that for having faith in the products you sell?
Don't forget your Brand
Order from Harrods and sure your delivery doesn't come in a green Harrods-branded truck, it does come in a Harrods-branded box though – no shame in that arriving at your house is there?
This branding stands for something and even though you may never have been inside a Harrods store, they still want you to have that Harrods experience.
On the high street Apple is a great example, when you buy an Apple computer the box is an integral part of the product – it identifies who you are and that as you walk down the high street back to your car it marks you out – an Apple user, spot the stares everyone knows what you have inside that box!
What is the latest trend?
Don’t fall into the 'we’ve always done it this way' trap. Having said that, you don’t need to lead from the front and don’t forget the fact that previous massively strong retailers like HMV lost their way and have perished in this ultra competitive world through not seeing how the market has changed. HMV in particular didn’t significantly promote gadgets or new technology, just seemingly wanting to stick to DVDs and CDs.
The end of the typewriter should be a clear example to any growing business, there is nothing wrong with a typewriter, technology simply moved on.
So there you go, our three key points the high street has simply failed to address. No doubt 2013 will see more high street failures and relaunches – maybe even some more big names?
One thing is certain, setting up an online sales facility is relatively simple, its getting it running right and understanding what your customers actually want and then ensuring your business provides that.
About the author: Alistair Gleave, a seasoned web professional who has been in and around the internet industry since 1999, runs Gleave Media, which offers web design and digital marketing solutions to help businesses win online. For further information please visit www.gleavemedia.co.uk
