Internet Retail
By Mike Connors, Vice President of Sales and Marketing at Worcester-based bulbs.com.
As told to Cory S. Hopkins, Worcester Business Journal Staff Writer.
10. LESS CLICKS, MORE BUSINESS
You’re better off requiring that your customer make as few clicks as possible to get to what they want to buy.
9. DATA RULES
A thorough, accurate database helps customers find exactly what they’re searching for.
8. IMAGE IS EVERYTHING
Multiple product images are relevant on almost any e-commerce site because customers can’t physically touch the product before they buy it.
7. BE CART SMART
The virtual “shopping cart” should be easy to use, so customers can readily see what’s in there. Make it easy to add items, change them or take them out.
6. SECURE YOURSELF
You have to have a clearly documented security and privacy policy.
5. STOCK UP
All products should be in stock, and the things that aren’t in stock should have a lead time clearly published on the site.
4. ESTABLISH REPEAT BUSINESS
Make it easy for regular customers to repeat purchases and duplicate orders by tracking previous purchases.
3. GIVE IT A HUMAN TOUCH
Don’t make it impossible to get in touch with a live person at any point.
2. TRUST YOUR EMPLOYEES
Dedicated employees who are well trained and empowered to make decisions will always make the customer happy.
1. RE-INVEST YOUR SAVINGS
Internet retailers don’t have to spend as much money on real estate and equipment, so they can spend more money on inventory or more and better personnel.
