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