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Leslie Carothers

Part 2: Tech and Retail "Wow"

Do you know the sound your computer makes when you're getting automatically notified of incoming email?

Well, after my last blog, I was hearing that sound in my head. The subject struck a chord and many of you reading wrote to me at tkp@sbcglobal.net to ask for more information or discuss the subject with me. To all of you who did, thank you. If you post the emails on the blog, too, we can have a nationwide conversation and help each other share ideas.

Since this subject generated so much response, I'm writing phase two of the conversation this month re: maximizing sales through your website.

Here  we go:
1. Navigate your own website to make sure it's intuitive to use. Asking friends/employees/good customers for feedback on that question prior to going live and/or updating is essential.

2. Is your website consistent with your brand image? Does it say what you want it to say about your business and your market position. You would be surprised how many websites I visit that are using outdated colors, have non-working links, etc. Make sure you hire an excellent graphic designer to help you with this task if you're not gifted or don't have the time to do it right. Today's consumers are hyper-aware of design-think Target's advertising… Check out their website and see for yourself at www.target.com. Does it communicate their brand experience to you? Your website must tie in visually to what customers see and experience in your stores. Don't commit to visually updating your stores without doing the same with your website.

Again, today's consumers are browsing the internet so much prior to shopping that this impression will likely be the one that encourages them to visit YOU vs. a competitor who doesn't look quite as sharp visually.

3. Is your website "talking" to me as if I'm a real person? By that I mean: does the verbage on your website "resonate emotionally" with me, your primarily female consumer?" Data is one thing, but think about the experience you get on amazon.com when you log in- how about "Hello, Leslie Carothers  Are you ready for an area rug to go with the sofa you purchased last time you visited our website? Here are four accessories that might go with the sofa you purchased. Here are the accessories that other people who bought your sofa also bought. If you purchase two or more we will discount shipping by ____.  Would you like to order now?"  Wouldn't that be incredible for the furniture business? Why can't this web model be implemented for our business? We have the perfect product for it.

4. Do your salespeople know the price, dimensions and manufacturer of EVERY item shown on your website? Is this information kept in an easily accessible place so that if they pick up the phone to answer a web-based sales question, they can do it without having to call the customer back? Do your associates KNOW how you want these questions answered?  If you think it's ok to call the customer back, how many websites have you visited where you called the 800 number and the customer service representative said, "Let me check and call you back? " 

Speaking of this, do you HAVE an 800 number? Has your staff been trained how to answer these types of questions? If you don't want them doing this, email me for the name of a company whose whole business is LIVE greeting and qualifying through an instant messaging- type interface that pops up as soon as your potential customer browses your website.

5. One more thing, are you promoting(if you have them) your designers/design consultants through your website? I mean really promoting THEM-not just the fact that you have these services available. For a website that does this really well, visist www.cantoni.com  Check out the STORIES connected to the pictures- very important and, even more importantly, the customer can see what your teams are capable of producing for them. In addition, the consultants being featured appreciate this form of recognition and it keeps them  loyal to you as so few companies are willing to help them build their clientele this way.

Don't be afraid of losing great people by promoting them as a brand unto themselves via your website. Great people could have left to form their own design businesses a long time ago if they'd wanted-there is a reason they're with you.

A great website is, in my opinion, the wave of the future for increasing the velocity of sales and profitability.  A website can also provide such a value -added experience that the consumer may be willing to pay more(even though they might be purchasing via the web)- especially if they're talking to a live person.

Have you tried calling Williams Sonoma Home's 800 number? Check it out. On the other hand, is someone in your company(or your web advertising service or your teen age kids looking for a job) making sure your product is priced competitively via the same product in other markets and doing this for you on a monthly basis? There's nothing worse than spending a lot of conversion time on the phone and then having the consumer say, "I saw it on so and so's website for less, can you match their price?"

There's more-maybe installment three will be next month!  In the meantime, please email me and/or post to the blog and let's chat. We all need to support each other in this arena so we maximize on what is easily available to us for increasing sales and reaching out to new consumers. Traditional advertising is so expensive and not easily measurable. Your website is your best vehicle for measuring your ROI and connecting with new consumers. Don't let the opportunities pass you by because you don't understand them or don't have time. There are plenty of consultants I can refer you to if you need help- just email me at tkp@sbcglobal.net  if you need to get started.

I hope this blog "clicked" with you. One more thing…read Tom Peters' book "Re-Imagine" if you haven't already done so.  Tom is Susan Sargent's husband and the author of "In Search of Excellence." This business book will open your eyes, I promise.  (to add public comments click on "Add your Comment" below, or to email Leslie directly click here.)