Why do you shop online? Is it for the cheaper prices, the convenience of looking through the options and home delivery or the service you expect from a traditional retailer that is delivered online?
Online shopping is growing in Australia. You can almost hear the executives of Australia’s well known retail brands in their boardrooms asking the IT managers and Project managers how far away are they from selling their goods online are they.
Why do we shop online? There are 1,000’s of blogs telling us why and you could say this is just another one of those.
At iDumpit we would like you to get involved and tell us what you want in your online store.
Is it to get the best price?
Is it convenience?
Or something else. Customer Service?
When you are online using the vast amount of comparison websites and you see 10 online retailers selling that Nikon Camera, is your choice guided by the name of the retailer and that you have seen the name before, therefore “they must be okay”? Or do you go after the best price?
Now rather than continually asking you for your answer, I will offer you my opinion.
I will pay a few dollars more to a company that I know I can make contact with via that old technology called the telephone and ask them for support with my order or the warranty of my product.
When buying a computer [which I did online in January of this year] I set my price point and then researched what was the best specifications I could get by computer brand, then by online retailer.
Some will say that I am silly to be guided by the brand and not the price. But I still see great value in customer service over price. If I can make contact via e-mail, online chat or telephone and get a quick answer [within 1 hour] then I am more than likely going to buy online from that supplier.
The financial services industry has been online and selling goods and services for over 10 years now and has set the standard of customer expectation for the online experience.
Online services would be front of mind in those customers researching a bank or financial institution for a home loan.
Can I login and check my mortgage balance? Can I change repayment details online? etc etc.
These are stock standard online services in financial services.
But the banks still have very large investments in call centres that allow customers to talk to people if needed.
The growing Australian online retail market must follow that same structure of realising that customers have an expectation of online services and backing them up with traditional methods of online support. Zappos in the US is a perfect case study that can support my argument.
When you are looking to spend over $500 online for something, is it more important to save 5 to 10% ? Or does the customer service and company brand add the value of the $50 you might save by going with someone who does not answer the phone or your e-mail when something goes wrong.
For me its the customer service.
But if you can find an online retailer who can deliver you both the best price and service, then bookmark their page and tell them you are happy to come back and shop again soon.
Phil @ iDumpit
