Summary: Consumers understand that the money they have at their disposal is a commodity every bit as much as the goods you have in your e-store. You have to earn their trust, provide exemplary customer service and provide the information they need or they will keep looking for the value added service they feel is deserving of their business.
There was a time when questions were referred to the encyclopedia or someone smarter than you. Subtly this idea has been almost snuffed out of existence.
“Honey, how many people live in Des Moines?”
“I don’t know let me check online”
“Daddy, can you help me figure out what a uvula is?”
“Sure, do you need pictures? Just a few clicks and there you are, Dear.”
“How many miles per gallon does that new crossover get?”
“Let’s take a look at their website and find out.”
We have more access than we ever have to more knowledge than we ever thought we’d use. This is why ecommerce should never shrink from informational content.
The growth of the Internet is driven in many ways by a thirst for information. What is interesting is customers are initially less interested in where they find their information than they are in the quality of the information.
Long story short it may well be the information place on your website and optimize for search engines that may bring someone to your site initially. The knowledge-based content is effect IS the marketing tool of choice for knowledge-based consumers.
Ecommerce follows its brick and mortar predecessor is catering to an on demand crowd. No one likes to wait and they want what they want when they want it. Got it?
This may all seem a little bit selfish, but the ecommerce business that insists on being centered on the needs of the customers is likely the ecommerce solution that will garner the most business.
Consumers understand that the money they have at their disposal is a commodity every bit as much as the goods you have in your e-store. You have to earn their trust, provide exemplary customer service and provide the information they need or they will keep looking for the value added service they feel is deserving of their business.
Furthermore, because brand loyalty is diminished in the 21st century you have to continually earn the favor of your customer base. This is where marketing tools such as ezines, email marketing and ebooks can make a real difference for customers that want not just a product, but the knowledge they need to make the best use of that product.
There are many ecommerce businesses that do not have the same point of view. They insist on operating their ecommerce store in a way that fails to capitalize on something they have failed to comprehend. The Internet opens the possibility to provide value added materials in a cost effective environment. Customers do not have to choose your business so make sure they have ample reason to place your site at the top of your list.
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