E-commerce 1.0 = All Store, No Stuff: E-commerce efforts often focus on technology, particularly in selling e-commerce 1.0 categories. Decisions on what text or button goes where or removing a field from a checkout form (the “online store”) can make a difference in convincing someone to purchase a simple, well-understood, impulse item. In selling big ticket categories online, however, obsessing over these areas while ignoring basic online retailing is perilous.
Big Ticket E-commerce = Content, Content, Content: Start with the big questions: Do you have the right products? Richly and accurately merchandised? At the right price? Are you solving a customer’s problem (an installed floor in a week, a sofa in two days, removal of an old refrigerator)? Like you do in your stores, focus on your offering (the stuff) first, then optimize your e-commerce store around your offering. In big ticket e-commerce categories, if you get the “stuff” right, customers will work with you on the store.
Copyright 2010, Official Blog of Blueport Commerce
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