The urgency of online marketing was to come in front of customers to seek their patronage. As it progressed and contest got tighter it became 'convincing factor'. Now it has arrived as a top priority to replace the existent retail market and ask almost every consumer in the world to shop over the internet. The reduced cost of internet and complexity in the process added up to their hope. But what is the defacto which holds some consumers back to the same old ways of buying. It can be an outing habit which makes buying an integral part of it. Although prime reason is not that, but a 'Framework of Presentation'.
When a product is touched and felt physically, the consumer relies on his senses. But why that sense will not emulate when it was with eyes. Is it that consumers don't believe their eyes? It is not that! but they don't really believe us(Sellers). And why should they have to? We have tried implementing advanced enhancements in our E-Commerce sites, but we cannot promise the exact substitute for what they can experience at retail shops. The thing which can overcome this 'disbelieving' principle is “Transparency”. It is an 'outsider' perception of our sincerity in communicating us to them. Only transparency can assert that “touch and feel” and nothing else.
For that, we need to stand with our credibility and put the exact details of the product in our site. Whether it is a well known brand or an entrant, we cannot distance our-self from the responsibility by telling “We can not guarantee that the information on this page is 100% correct.”. Because if we are asking them to believe us, we must take the responsibility of what we are proposing them. It does not mean to right away remove the above warning, but make sure it don't get advocated several times.
Some #ecommerce sites are trying to make sure that they are transparent, but many don't really takes this responsibility. Because many really don't know that they don't know how to do it. Many companies don't make mistakes intentionally. But what is that which makes difference in some sites is that the understanding they have about the local customers?
These are fundamentals needs to be exercised :
When a product is touched and felt physically, the consumer relies on his senses. But why that sense will not emulate when it was with eyes. Is it that consumers don't believe their eyes? It is not that! but they don't really believe us(Sellers). And why should they have to? We have tried implementing advanced enhancements in our E-Commerce sites, but we cannot promise the exact substitute for what they can experience at retail shops. The thing which can overcome this 'disbelieving' principle is “Transparency”. It is an 'outsider' perception of our sincerity in communicating us to them. Only transparency can assert that “touch and feel” and nothing else.
For that, we need to stand with our credibility and put the exact details of the product in our site. Whether it is a well known brand or an entrant, we cannot distance our-self from the responsibility by telling “We can not guarantee that the information on this page is 100% correct.”. Because if we are asking them to believe us, we must take the responsibility of what we are proposing them. It does not mean to right away remove the above warning, but make sure it don't get advocated several times.
Some #ecommerce sites are trying to make sure that they are transparent, but many don't really takes this responsibility. Because many really don't know that they don't know how to do it. Many companies don't make mistakes intentionally. But what is that which makes difference in some sites is that the understanding they have about the local customers?
These are fundamentals needs to be exercised :
- Pricing needs to be transparent with respect to other sites. For instance, don't flaw in displaying the original price as '$1400' and our price as '$1100'. What if.. a customer searches for the product on google to know that price offered by other sites is in the range of '$1000'. We just wasted his time to drive traffic to our site. And evidently! every customer searches it on google before pressing
. - Brand name means more in the case of ecommerce than face-to-face buying. It is because, he don't really trust the unknown brands we have hosted. Because as mentioned above, he cannot physically testify it. So 'Brand Name' comes in support of known products. To overcome this, additional features have to be listed. Ex. For an unbranded shoes we can specify Soft foot bed, Gripping Dotted sole, Raised Cushion tongue etc.
- Remember specs are the indirect way of communicating that 'this is what you wanted to buy'. So more specs meant for more personalized product. It takes out the consumer dilemma during selection.
- Product feedback section is symbol of transparency in ecommerce sites. If they can see unbiased comments, they feel like trusting the platform. But translucency in review section will leads to consumer searching for reviews from other sites. If they feel better there, they don't come back. We lost a consumer forever.(Don't remove negative comments. But you can think of removing only abusive comments)
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