Ready, Set, Go - It's Cyber Monday!

Nearly 1 in 3 of us will be doing holiday shopping online today. I do a good portion of my shopping online these days, and have my own list of success factors for online purveyors, based on personal experience. First and foremost, a website must be robust (fast), appealing, and easy to navigate. Buttons for “Add to Cart” and “Checkout Now” should be clearly and boldly displayed. Surprisingly, I have used web sites that make it difficult to figure out how to actually buy something. That’s not good. Providing multiple search options to find an item is critical. I may want to go directly to a specific product via an item number. Other times, I may need to search by size, color, price range, gender, or other category. Creativity in search options provided can be a competitive differentiator. Availability of inventory makes or breaks the success of an online store. I have abandoned some websites that seem to always be out of whatever I need. This is a particular challenge this year as we are recovering from a recession. Retail has been hit hard, and some companies have cut their inventory. Those who can consistently fill order requests will get and keep customers in the long term. I find it easier to keep track of clearance sales online than I do in brick and mortar stores. If I have a particular item on my radar screen, but want it at a discount, I’ll just keep an eye on it online. For my favorite retailers, I have provided my email address to receive notifications of special sales events. That’s much easier than going back to a store again and again. If multiple vendors offer the same item at the same price, from whom do I order? The deciding factor is usually a comparison of shipping charges and return policies. Nothing makes me happier than a sale price, free shipping and free returns. Oh, and tax-free purchases add the icing on the cake. Recently, several retailers have delighted me with unexpectedly superior online customer service. Providing a live “Click to Chat” option, well staffed with knowledgeable representatives, is an impressive service.

Obviously, I must have confidence in the security of my information on any retail website. This requirement keeps me shopping only with established retailers - no mom and pop operations.

Finally, there are bell and whistles that bring me back to specific online retailers. For example, I love using My Virtual Model to “try on” clothes. That feature has influenced my buying decision on several occasions. This sort of creativity in retailing makes online shopping more interactive and satisfying for cyber shoppers. Shoppers and vendors – get out there and make Cyber Monday 2009 successful.