If you want to do e-commerce, my first piece of advice is to not do it, unless you have resolved a clear, unique value proposition. Just like in the real world, a retail business stands and falls by its proposition. The worst possible reason to take on this channel is because everyone else is doing it. But if you are going to do it, address this list of key success factors: A: Be findable SEO & searchBuild a databasePPC optimisationRemarketingSocial Media B : Be shoppable AccessibilityCheck
AccessibilityCheck out processDesignGood ImagesM-commerceNavigationPage load timePayment optionsOption to save product for laterStocks availabilityUnique detailed descriptionsUser experience (UX)SecurityShipping
C: Be relatable
Customer serviceReviewsOnline chatPersonalisationQuality contentRegular updates
D: Be knowledgeable
AnalyticsPricingPersonalisation
That is only 28 tips, but the opening paragraph counts double. It is the most important piece of advice I can possibly give you.
Adding a new channel is not the same as opening another store. Different business, different customer behaviours, different marketing different pricing and a different supply chain – in short: different in almost every way.
The 28 key success factors listed above is meant to convey the list of activities that will be required to successfully operate an online store. To get an idea of how different online shopping from a desktop is to online shopping on a mobile phone, read this article from McKinsey.
Should you do it? Of course!
The essence of retail is about selling what people want to buy, when, and where they want to buy. If online is where customer are, then you should be there to. (The reverse applies too as can be seen from online only start ups entering the bricks and mortar channel.) But customers flow seamlessly between different channels and one of the toughest challenges to address is integrating the experience seamlessly – not the least of which is the challenge of price harmonisation across channels.
In the final analysis, the observant reader will note that the essence of successful retail is still the same, no matter which channel applies: develop a compelling, different proposition and then be findable, shoppable, relatable and knowledgeable. It is just that the execution is radically different and should not be underestimated.
Have Fun
Dennis
Ganador – Solving problems with smart solutions
