“Department Stores Are Paying the Price for Underestimating Amazon”
Department stores have been dabbling in e-commerce for a long time, but failed to recognize the big shift in consumer shopping preferences. Now, they are paying the price by closing stores en masse and shifting more investments into e-commerce. Amazon has such a large lead online that brand value for other firms will not do much to save them.
We are very close to the time in the promotional products business that you must recognize the change in your buyer shopping habits. You know they shop online today because they send you links to products on competitor and supplier websites. How much longer before they simply click the “buy” button?
Online companies have great customer service, and most have stellar customer service with long hours to answer questions. 2017 is the year for you to analyze your e-commerce strategy and find a way to transform your business to keep pace with your customers’ preferences.
If you don’t take action this year, you will see your existing customers slip away to online competitors, and most will not come back. Customers are beginning to prefer a great online experience, which has benefits that you too need to provide. In my last blog, I highlighted the three critical components of your web strategy, but there are so many more.
For example, customers expect online order statuses and order histories. If you aren’t providing them online statuses and histories, you are not matching the service by e-commerce players. Yes, you provide great ideas to clients who are looking for them. Yet, some clients are emailing you to place orders and have to email or call you for the order status.
Don’t make it easy for your customers to slip away to your competitors. Provide them easy access to the same information you desire as a consumer and buyer. Order status and history is just the start. There is much more that we will cover in future blogs.
