They fail at:
1.) Having a compelling web site/platform loaded with product information and more. Not just what they carry in the store, but what products they have access to from their distribution partners! Consumers are searching for “stuff” and if you don’t show it and describe it they will assume you don’t have it and move on!
2.) CONTENT - They show pictures and not much information about the product. When the research shows that Men are most comfortable with an on-line purchase, I fully understand that...as a guy.
When I bought a new snow blower this year...which BTW stayed parked in my Minnesota garage all winter because we had no snow…go figure…...I did extensive research on-line. I looked at all the machine's attributes, I read reviews, I spent at least 2 hours doing this, for I wanted to be absolutely sure that I was comfortable with my $900.00 investment. I ordered it on-line and had it delivered to a local store.
Why did I spend all this time? Simple, the year before I listened to a “sales person” SELL me on a snow blower that ultimately needed 3 repairs, consistently wouldn't start and more....all in the 1st year! I bought it for $600.00 and spent an additional $600 on repairs, only later selling it in a garage sale for $150.00. OUCH. Yep spent $1,200.00 and sold it for $150.00 for a loss of $1,050.00 in 1 year. (Yep, made in China.)
I was sold, probably because that’s what they were told to sell with the highest profit margin at the expense of creating a “trust and a relationship” for the long term. (FYI…. I will NEVER buy from that store/chain anything more than a light bulb.)
3.) Simple measures and salesmanship. We live in an immediate gratification society that has mortgaged the long term consumer relationship for the short term sales/profits/results. We no longer inspire, educate, motivate and engage people when we connect with them....investing human capital in developing a relationship...for the long term. Nope, we want the sale now and to hell with service. Just read rip off report and other consumer outlets where consumers voice their abomination of frustrations and lack of commitment/service and more to achieving a sale at the expense of developing a "relationship."
This is probably why many retailers refuse to engage with Social Media, for they have lost sight of what it takes to keep the customer "engaged". It is really hard work and we don't like to do hard work for it takes time and can't be measured...TODAY!
The article goes on to say how 65%-80% of internet sales result in a follow up form to see if they met expectations, etc. In the old days, you'd get a thank you card, or even a phone call. Nope, policies have replaced relationships: restocking fees, minimum wage capitol investment instead of human capitol investment, cutting all costs and more, etc. Why do you think Amazon is so incredibly successful? DUH.... they have HUGE content, information on the product, reviews and more....AND if you're not happy, guess what? They don't hassle you when you return it...! They make it so easy. I love Amazon!
So why is it that retailers’ refuse to "get it"? Why don’t they get the fact that they MUST be RELEVANT on-line and deliver with the ultimate pay-off…the in-store visit? Are they scared of technology, confused with all the psychobabble on internet strategies, or are they subscribing to a strategy of HOPE that everything will be OK soon like the good old days….maybe the internet will go away?
If your goal is to implement a great brick and mortar strategy, you need to develop a compelling promise! Much like traditional marketing, the goal for a brand is to promote their brand/product promise. Give them all the information, resources and more to help them with their buy decision and convince them your store is the place where they will achieve their purchase objective. If done right, the consumer will fulfill the goal and purchase that product. If the product fails to deliver on the promise, the brand/product and your store ultimately fails.
This is SO TRUE for retail today. They advertise/promote a promise and then fail on the deliverable...the store visit. Yep, I've been very disappointed by many brick and mortar retailers and as a Man, I am the guy that they described in the research as getting more comfortable buying on-line.
My 2 fingers are tired of typing and my eyes hurt searching for the keyboard letters. Check out my thoughts below on internet strategies.
Until next time.....Just my thoughts.