• 5 tips for online retail success

    10 November, 2011 Marketing Online Retail

    Last week I spoke at the Interactive Minds conference in Brisbane. In preparing this speech, I thought about what I would have loved to know when I was starting out six years ago.

    1. Embrace technology to improve your business

    Use available technology to monitor customer feedback in real time and give customers what they want. For example, AppliancesOnline developed a bespoke 360 degree camera imaging system because our customers told us they wanted to view every possible angle of the product.

    2. Think about the customer experience

    The most important aspect of running an online business is to impress every customer, no matter the mode of communication, be it via FacebookTwitter, Email, on the phone, or at delivery. Just because you’re an online company doesn’t mean you don’t have to deal with customers – we aim to look after, and communicate with our customers long after the sale has been made.

    3. Design the site for your customers, not you

    Appliances Online’s focus is on maximising customer utility and conversion but not letting form impede function. There is no appetite to re-invent the wheel of successful e-commerce website design, however, there is a need to provide consumers with the online shopping experience they expect.

    4. Empower your staff

    Staff are the biggest asset of any business – we encourage all employees to own their role and change it wherever possible to benefit the company. We trust our staff to use their initiative and have created a fun work environment where every door is open.

    5. Stay agile and innovative

    No matter the size of the company, being able to adapt quickly to the changing online retail landscape is a necessity. Our business has increased the number of employees by 300% in the past 12 months, and we have had to work hard to help ensure we remain agile and innovative.