When we talk about ensuring that the brand promise is fulfilled, here is a great example.
Many companies simply would tell their affiliates what they should do. How many companies would work this hard to make sure that everyone who represents them to the customer shares their business idea, as well as product knowledge? They don’t wish for it. They don’t grouse about it from the sidelines.
They execute. They create a way to make it happen, and they do it rigorously. They expect (and reward) extraordinary performance. They make sure that it’s a win for the certified advisors as well. Those advisors know what they’re talking about when they finish their training.
The success of FurnitureFind, and other online furniture merchants, suggests that consumers are doing a heavy amount of research and shopping online before visiting actual brick-and-mortar stores for their purchases.
Jupiter Media Metrix analyst Jared Blank believes this is an important trend to note: "Steady traffic to many brick-and-mortar sites indicates that consumers are researching online with the intent of buying in the actual stores, highlighting the need for retailers to integrate their online and off-line operations."
Given his experiences, we asked Steve to provide us with some sage words for other businesses that are looking to benefit from an Internet presence.
"Remember that a web site in itself has about same utility as a Yellow Page ad, and it may work as a good supplement to a Yellow Page ad. Maybe you can afford to downsize your Yellow Page expenditure, and put a smaller ad in, with your URL, stating `for complete details go here.´
And then you build a site that really tells your story. That was our original vision in 1996. That’s exactly what we were intending- that we could put the URL in our ads and instead of trying to tell it all in 30 seconds, we could show the URL and really tell them the story. That’s the starting point."
We asked Steve where he saw e-commerce heading in the next few years. Does he think a revolution in online business is at hand?
"The revolution online won’t be in a year, and I’m not sure there is a revolution in the making. There IS an evolution coming, by virtue of broadband connectivity."
"When the critical mass of the public has broadband connection, I think we’ll see increased functionality from online businesses. For example, rather than showing a static image of a sofa, I can foresee a time where it would make sense to do a live presentation video clip of the product just like we would in our store, but that’s going to be broadband dependant, and we’re nowhere near that now. My gut says 5 years from now, we will have moved toward this."
They are anticipating a possible emerging future. They recognize the signs and signals that they have to watch. They are watching them. Finally, they’re developing the capabilities to execute extraordinarily when the time is ripe.
"People are getting caught up in the hype of what the web is "supposed,” to do. My word of advice is that unless you figure out how to do something that best fits the customer from their perspective, in a way they clearly understand, don’t bother making it any more than a brochure. Lowering your transaction cost is not immediately perceived by the customer as a benefit!"
"I’ve seen a lot of attempts at technology for its own sake, and the customer doesn’t see what the value is to them. Why bother spending the money if it doesn’t enhance the experience of your customer?"
Partner. Partner. Partner.
