Everyone likes to window-shop. Even dad, when he’s being dragged reluctantly around the mall. We all like to see something fresh, especially if it’s actively promoted as “new.”
And it’s no different in the world of on-line shopping: you have to dress your window so the virtual world will want to stop by and say ooh and aah – and maybe buy.
And getting window-shoppers to buy is what it’s always been about. It’s just that today your shop window can be viewed – and increasingly it is – by virtual shoppers everywhere. Your next “walk-in” customer could live half a world away. So you need to create an eye-catching display, a dynamic one that can be changed often enough to ensure frequent browsers are attracted by something new. Whatever your product, it’s got to sing – anywhere.
The web is not a scary place, even if it’s strange to you. Virtual shopping options are being taken up by retailers and wholesalers around the world. In fact, selling on-line has given small retailers a giant boost. It gives them a potential global customer base that numbers in the millions. Global online sales grew nearly 11 per cent in 2011 over 2010. The dollar values are stunning: $763.2 billion in 2011; $680.6 billion in 2010.
Seamless Service
Of course, you need good eCommerce software to service these customers, along with a quality, reliable delivery system worldwide for the goods your customers buy. But at your shop window – your customer interface – you need to build a web presence that seamlessly and quickly takes a customer right through the works: 73 per cent of online shoppers say time-saving is the biggest draw and 67 per cent cite greater variety.
You can sell snug indoor footwear from Manitoba to, say, a Sami in Finland’s Lapland (Canada’s small retailers are taking up on-line vending in a world-beating way). Or ship a load of kids’ bikes from your seaside store in Australia to a buyer in Indonesia. Or if you’re a bookstore and want to take on Amazon – well why not? For every seller, big or small, technology has changed the shopping experience forever.
So if you’re thinking about getting into virtual retailing – and you should be – or are already there and looking to maximize your business, here are some things to think about:
- Dress Up Your Web Page: Give it zing by having your site professionally designed and maintained. It needn’t cost a lot.
- Change Your Shop Window Regularly: People like a dynamic environment and to see new products, freshly displayed.
- Offer Efficient, Easy to Use Payment Options: If you can, and if your customer base indicates such a need exists, also quote prices in selected foreign currencies.
- Give the Customer a Great Experience: Someone who has decided to buy won’t want to be bothered with too much virtual paperwork.
Get Yourself a Great Business Package: You don’t have time to waste, so find the eCommerce software that works best for yo
photo credit: Ed Yourdon via photopin cc