E-Commerce Strategy


The traditional principles of marketing techniques can also be applied to e-commerce technology. Be sure to mix between your target market, product or service and corporate resources is still just as important. What many companies fail to recognize, however, is that in many cases, their clients need to fall into a different category. Product or service may also need to be re-developed or re-brand and online resource requirement is different too.

Online customers tend to be younger, but this will obviously change from time to time. Online customers also tend to be classified as passive, with low attention spans. This is not meant to be an insult. It is a simple reality based on the fact that the supply always exceeds demand. The customers always have infinite potential and very little time. But the basic rules of supply and demand still apply. To succeed companies either have a competitive product or service if they are operating within the mass market industries such as supermarkets, telecommunications and retail clothing, or fast moving consumer goods, or alternatively that they need to have a new or unique product or service, operating in a niche market, or they might have to provide a unique online user experience.

Everything happens much faster online. This includes a first glance, corporate brand and the product or service branding. This is an important issue because a trademark preparation is always easier to achieve and maintain the branding recovery. The former is much cheaper too. It is done by taking a step back to take two steps forward. In other words, to ensure that you have a sound e-commerce technology, which has been thoroughly researched and developed and that includes core thy law, ethics, objectives and policies.

Many companies think of their web site only to be an online advertisement for their business. This is actually now very dangerous mistake to make because online users expect much of the corporate web site. You should think of your website as being online all the subsidiary company. It should include and represent each department including finance, operations, management, human resources, customer service, marketing, information technology and of course production. It should also enable customers to achieve the same experience as if they were walking into Retail Store, office, or factory personally. If it does not then the consequences can be devastating and difficult to recover. Indeed, the perception of potential customers may be that your company is in fact not at all.

Studies have shown that the first task of any customer commits now to do business with a company that is new to them is to review the site’s network. The second task is to search for all independent information that may be available online on the company from other customers. Also needs to be a credible reason why the company undertakes business online and it should be obvious to users why customer experience is going to be much better online than it would be by visiting the company’s personal. Customers are looking for more than just basic information about the history, contacts, the company’s products and services. At least they are looking for the same experience they would gain by visiting the company premises. As a result, e-commerce technology needed to incorporate generally the same corporate objectives of each company department, along with other targets that will be unique to business transactions online.

Just the same it can be frustrating to operate in the retail trade only to be kept waiting because there are insufficient numbers of assistants, it can be equally frustrating to be viewed through the company’s website online only informing that you can not continue with the order because this particular part of the web site is under construction or temporarily unavailable. Both events can cause customers to walk away, never to return. Consequently, as the house has a good foundation at its core, a good e-commerce technology is based on communication. The more interaction between the client and the web site, the more business come to life.


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