Online Stores Need To Concentrate On The Basics

Come on people. It’s simple stuff.

There is plenty of hype surrounding online shopping, but increasingly I see online stores forgetting their roots, neglecting their strengths they built there businesses on.

It’s an almost arrogant attitute and abuse of the less than personal nature of buying online that an order placed does not arrive in the promised time in the promised condition.

I do not use the word arrogant lightly. Online stores are riding a wave and some clearly seem to believe the popular press that online shopping is superior and traditional retail is in decline. Guess again.

I’m shocked at the attitude of popular online stores and their ambivilence to delivery promises and prompt responses to customer enquiries. Really basic stuff for online stores.

I don’t need the less than motivated sales person or the overpriced and outdated floor stock…but I demand a fulfillment of the basic tennants of online stores such as prompt delivery and a timely response to enquiries.

As an online commerce advocate I naturally purchase online products more frequently that most consumers and I’m pretty appauled by an increasing gap in what I expect, am promised, and what I receive.

The frequency of missed delivery dates and response lag is genuinely troubling me. Not because I received my Christmas purchases in 3 weeks, not the promised 2-5 days, from one of Australia’s leading online stores. But because if this becomes the norm the wave of support for online retail will subside in disappointment.

My message to my staff, as I expect it is for all business owners, is to never rest on your laurels and ride someone elses wave. Every slow response, missed order delivery or failure to follow up a lack of fulfillment not only burns a customer for your store, but builds a mistrust of online commerce that destroys potential for other online stores.

That pisses me off.

I believe in the great work of many great online retailers in Australia and as an online retailer, consultant and customer implore all online stores to stick to the basics.

Ship orders on time and respond to customer service enquiries quickly.