In a previous blog, I wrote about how UK retailers were relying on the internet for sales growth. However, some companies traditional business processes compromise their website performance.
Recently, I wanted to buy a personal video recorder (PVR) & one of the websites I looked at was Richer Sounds. The price for my chosen product was OK and the web copy said 'Save delivery costs, pick up today.' I had a meeting scheduled in Bristol a few days later (where they have a store) & considered this as an option.
I telephoned the store to check if they had the product in stock and received a voice message saying they were busy doing other things. I called back 4 times and received the same message. I gave up and bought the product from somewhere else.
If they were to analyse their web metrics, it would show that my web visits failed to convert to a web sale. From a retail perspective, this would imply the website is not working properly. However, the reason for the 'failed sale' was that the store didn't answer the phone. Whatever the reason it affected their web marketing return on investment (ROI)
Key learning for companies large or small
- do you regularly review your website performance against agreed objectives?
- do your non-web operations support or compromise your website performance?
- if your telephone support is below par what alternatives are available? - e.g. Argos enable shoppers to check stock & reserve products using an automatic telephone service & online
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
1 comment:
I like this blog and newsletter.
Could I suggest you look at social shopping, sites like www.tribesmart.com - and the opportunities they present independent retailers - in terms of posting reviews and sharing their specialist knowledge with potential customers as a great sales driver and marketing tactic.
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