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Nine Essential Considerations For Companies Implementing E-Commerce

1. Four Step Process: Company Objectives, Customer Needs, Order Processing and Site Development
   There is a tendency for companies to want to rush to get an e-commerce Web site up and running so they can “cash in on the Internet riches.” This is the wrong approach and may cause more harm than good. The first step is to determine your company’s objectives in setting up an e-commerce site. Second, research your customers’ needs/wants and how they may be better served through offering your products for sale online. Third, establish your backend order processing and handling systems and procedures. Once these first three steps have been taken, you should then be ready to create an effective commerce site.
   
   
2. Concentrate Resources On Perfecting Your Company’s Order Processing and Fulfillment Operation
   Many companies devote substantial resources to create an attractive Web site with e-commerce technology only to fall flat on their face when it comes to handling the orders. Poor order processing leads to dissatisfied customers. It is much more difficult to implement an effective and efficient order processing and fulfillment operation than it is to create a Web site with online selling features.
   
   
3. E-commerce Success Is Dependent Upon Direct Marketing Skills
   E-tailing is very different from retailing in terms of philosophy, strategic approach and the skills required to be successful. E-tailing is direct marketing. It involves selling to end users one person or company at a time. You must be prepared to answer the questions and handle all the activities that a dealer would normally address. It is best to first become experienced traditional direct selling and database marketing via mail and telephone before jumping into e-tailing.
   
   
4. Customer Service Is Critical
   There is a myth that e-commerce eliminates the need for customer service. Nothing could be further from the truth. The days are gone when consumers had only one nearby dealer to patronize. Today if they do not like your company or its Web site, they can find several others in a few minutes that offer other products to meet their needs. Make sure that you serve customers politely and effectively on the Web.
   
   
5. Focus On Convenience For Customers Who Are Ready To Buy
   Make the shopping experience simple and quick for those people who are ready to buy. The fewer clicks required to select and place an order the better.
   
   
6. Focus On Meeting The Needs Of Visitors Who Are Not Ready To Buy
   Many people who are not ready to place an order will visit your Web site. It should provide these visitors with access to sufficient information to answer many of their questions and help show them the benefits of your products. Make it easy for consumers to ask questions via e-mail and telephone or to request additional information.
   
   
7. Brand Image Is Essential On The Internet
   Internet users understand how easy it is for a company to create a false impression on the Web. They know that a company whose Web site appears impressive may not live up to that impression. Skeptical Internet users are likely to buy from companies with whom they identify and trust. That identification and trust comes from a solid brand image created on and off the Internet.
   
   
8. Consider Other Forms Of E-Commerce
   It seems that everyone is setting up their own electronic storefront these days. While this is an important activity, it is not the only way to benefit from e-commerce. Smart marketers will explore other e-commerce options including selling their products through other companies’ Web sites, Web malls and auction sites.
   
   
9. Communicate With Your Traditional Business Partners
   The Internet is causing significant upheaval in traditional distribution and selling patterns. It is important to determine how e-commerce will impact your company’s distribution strategies and policies. Let distributors and dealers know your company’s policies regarding e-commerce and how they can participate with you in a mutually rewarding opportunity.