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Do you have a fear that online competition, a.k.a. the web only stores, will hurt your business? When Internet only businesses started to develop, there was a general concern about how the brick and mortar (BAM) stores were to fight back against these new players. As the public took interest, the web only stores shot up initially in volume, however, their weaknesses were soon to show through.
Here are 3 ways you can take advantage of their weaknesses and combat the web only stores:
- Customer service and personal touch
- Give customers a "feel good" experience
- Start your own e-commerce web site
Customer service and personal touch
After the initial rush of consumers to try out the "new shopping experience of the web", e-commerce sites have dropped considerably in volume. One of the reasons for this fall in sales is the lack of customer service and personal touch on the Internet.
Customer service is practically non-existent on the web. When a customer wants to return something purchased from the Internet, it generally is a big hassle to make the return. Send an email, make a phone call, go to the post office or UPS (probably pay for return shipping also), etc. Whereas a customer of a BAM, can come back to into the store and make a return of an item practically efficiently. Right? It better be efficient because if you make returns difficult for your customers and your clerks treat them badly, then you are really no better than the Internet site.
"The personal touch" is where your customers have someone to consult with about a product, show them samples, or complain to if that's the case. Personal touch is the sales clerk politely engaging in conversation with the customer about how her day went or listening to her talk about her kids. Try to get someone at an Internet site live much less listen to you!
While many of the web only sites have smartened themselves up about how to handle these customer issues, it's time to take advantage of the public's concern with the lack of customer service on the web. Give your customers your best service everyday and reinforce it with a friendly smile.
Give customers a "feel good experience"
A new grocery store just opened near my home and they have established a new standard for all the grocery stores in this area. Every time I go into the store, they are always smiling and thanking me for shopping there. The clerks around the store are always asking if they can help me find anything. It has become a "feel good" experience. Well, guess what? Now the other local grocery store has taken their cue and has perked up their customer relations.
What are you doing to make your customers "feel good" about shopping with you? Why not offer coffee or tea, cookies or some other snacks? How about a little music or maybe a lot? How about sending your customers a written note showing your appreciation and thanking them for being your customer? Give your customers a flower to take with them. Why not give your regular customers special hand written coupons to redeem next time they are in or for referring new customers to you. "Throw in" a little something in their bag, maybe a promotional item or an inexpensive gift. Your customers will appreciate your generosity; after all, they are spending their hard-earned money so you can make a profit.
In this area, you should win hand downs over the web only stores. There isn't anything a web only store can do to make a customer feel as good as a another person can. If you aren't taking advantage of this weakness, then shame on you!
Start your own e-commerce web site
Have you considered putting up your own e-commerce web site? I know you are thinking that I am down on e-commerce stores. This is not true. I believe that the web only players haven't the ability to leverage the personal touch that you have in your brick and mortar operation. Take advantage of your existing customer network and promote your e-commerce site with all of your current modes of advertising without having to launch a new campaign. You can stuff bags with flyers announcing your site or reminding your customers that you have one. You can make suggestions to your existing customers to try out your web site and you can also tell them how they can make returns right in your store. You can offer them special discounts available only on your web site.
This is the power of the new "Clicks and Mortar" (CAM) operations. ToysRUs ® is allowing customers who purchase items off their web site to return them at one of their stores. You too can become a "CAM" and offer the same policy. With the power of the Internet and the lower cost overall of selling through a web site, it only makes sense to offer that avenue to your customers. Customers will be able to touch and feel items at your store and then place orders on your web site at their convenience and have them delivered right to their door.
While the web only stores try to figure out if they are going to have to open some "off-line" brick and mortar stores, act now and beat them at their own game.
If you look carefully at the three suggestions I have laid out, you will notice that they all contain some form of human element. This "personal touch" can make each experience in your store better than any web site can offer and keep your customers coming back for that appreciation.
June 18, 2000
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