For businesses large and small, it is no longer viable to ignore the impact and possibilities provided by online retail. Even companies that take a predominantly onpremise and in store approach to sales will need a presence on the web of some kind. To survive companies need to plan and execute an effective internet strategy for their business, but many are still making fundamental mistakes. Too many companies see online customer sales and support as an afterthought rather than as a necessity. For small businesses in particular, the integration of a business' customer facing front-end website and its ‘process driven' back office are often hastily cobbled together. To be successful, a 21st Century business needs a cohesive and well-executed e-commerce strategy. Above all, it needs to be holistic and easy to use.
To avoid missing out on a healthy slice of internet driven business, it is essential to ensure that all e-commerce technology is right for the business, the staff and the customer. However, before considering entering the enticing world of e-commerce, basics such as back-office IT need to be taken care of. Yes, it is not as flashy as web applications and online shop fronts, but mistakes at the infrastructure level of IT can badly set back business performance. Dodgy IT ‘plumbing' will cost money and customers in the long run. The following simple considerations should provide a realistic launch pad for businesses e-commerce.
Make sure IT is designed specifically for business requirements
Beware of vendors touting extraordinary functionality, if all it means is that it has lots of features that are not needed. As anyone who has bought an expensive, top-of the-range camera will know, a lot of additional functionality can actually hinder the user who just wants to take photos. Small businesses in particular tend to buy IT that is really designed for larger companies (although it is often marketed as a slimmed down version). This leaves staff with overly complex solutions that are not fit for purpose and require hours of training to even comprehend. IT should support business, rather than imprison it in unnecessary complexity.
Check that IT can be upgraded as requirements change
This is not the same as buying one product with lots of unnecessary
functionality; it is about making sure that users can upgrade the existing product and thereby transfer and continue to use existing data. The alternative could be wasting hours re-entering data or losing it altogether. Be responsible and ensure the supplier has a sustainable business plan and is a viable choice for the long term. If they go bust or become acquired, factor in what affect this would have.
To survive companies need to plan and execute an effective internet strategy for their business
Make sure IT packages are compatible across the business
If different kinds of software packages are being used internally, check they are compatible and that data can move between them easily. Microsoft Office killed off some very good rival packages because its whole was worth more than the sum of its parts. It enabled processes, and ended working in five different ways. Having compatibility across the website, the accounting package and stock databases is crucial for ease of use. If conflicting systems break down against each other, it will wreck any online platform in one fell swoop.
Businesses don't always have to buy
Many suppliers are now recognising the value of letting people rent their products or services over the internet. Online backup or remote IT help-desk services are a good example of this. This requires a reliable internet connection but the benefit is that when a business decides to trade in or switch, it is easier and cheaper to do so.
Consult staff before investing
One of the fundamental mistakes companies often make when it comes to purchasing their IT is to foist counter intuitive solutions on their staff. If employees do not buy into the technology, the business will not see the benefits and employees will work around it, rather than with it. As a result, always take feedback on board when purchasing. Once the business has covered the basic IT issues at the foundational level, consider the following tips to ensure that e-commerce ventures reap dividends.
Give web shop customers the same level of service they would expect in a regular store
Customers expect to find what they are looking for, and to find it quickly. It should be easy to find the answers to all questions. Information about returns and customer support should be highly visible to help create trust. Provide customers with a personalised customer experience. Finally, ensure all commonly used online payment solutions are accepted; there is no excuse for losing customers at the final hurdle.
Avoid the price trap. Make sure you have more than just price to compete with
If price is the only competitive advantage offered, services such as kelkoo.co.uk may quickly tell potential customers that someone else is best within this category. Good selection, excellent service, and ease of accessibility can also be important competitive advantages.
Be search engine friendly and consider web advertisements
It does not help to have the best products, reasonable prices and a pretty web shop if no one visits. Any online site has to be easy to find. Websites must be optimized for search engines such as Google and Kelkoo. Consider web advertisements and various paid services provided by the search engines. As part of this, it is crucial to keep sites up-to-date. Out-dated products and information will only make customers run to the nearest competitor. Furthermore, regular updates will enhance internet visibility as well as increasing customer confidence.
Select an integrated e-commerce solution
Businesses that spend lots of time updating various systems that are not compatible lose out on sales through having the wrong choice of e-commerce solution. It is crucial to avoid bottlenecks in daily operations in order to fulfil orders efficiently and not let customers down. An online purchase is not complete when the customer has pressed order online. The goods still need to be delivered, invoiced, and paid. Then the job is complete.
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