Summer – Christmas 2009 ‘Buying’ Customers on-line

This is our third in the series of how to ‘Buy’ for summer – Christmas 2009.

Each year there is a growth in on-line sales exceeding conventional store sales; we expect based on current on-line sales growth to see on-line sales for summer – Christmas 2009 again exceeding conventional store sales growth in Australia.

The question is, if your business geared to grow on-line sales for summer- Christmas 2009.

Quite frankly the overall quality and spread of established retailers’ Website offerings is not up to International best practice.

Many sites are just token sites seen a nuisance value by the business.

The truth, Australia due to its geographic size and spread population should be pumped and leveraged in areas where the retailer does not have a physical presence.

Cutting teeth on on-line can be great precursor to test and missionary open a catchment before opening a physical store.

Profitable on-line stores can also counter the inevitable growth in Shopping Centre mall costs.

CEO’s need to support and encourage on-line growth.

So many on-line stores are managed by marketing departments with a not so enthusiastic IT department in tow.

The fulfilment arrangements are ‘back of shed’ with poor viral consumer follow-up.

Consider moving your on-line fulfilment to an experienced 3^rd Party Warehouse; it could save you money.

On-line sites should be front and centre of store signage.

On-line sites should be promoted in-store.

Bridal Registry Kiosks and Digital Kiosks should promote on-line ordering.

Summer – Christmas is going to be tough for some retail categories; on-line pumped well starting now can provide some bottom line comfort.

It is suggested CEO’s have a thorough review of their on-line site; make it visible as a key business driver; sort out viral marketing strategies and sort out a fulfilment structure to support growth.

Finally, evaluate all your competitors Websites and get a site designed to beat your competitors in offer, functionality and fulfilment.

The time to start planning your on-line strategy for summer – Christmas 2009.

For guidance to set your on-line strategy thinking for summer – Christmas 2009 email on-line summer – Christmas 2009.