• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • CommentGo Back
Download
 
Setting Up Shop on the Internet
Author Vernon Chalmers
www.vernonchalmers.com
 
One of the biggest challenges for setting up business on the internet today is not only to constructan eye-catching website or offer online trading, but to ultimately find synergy between products,services, traditional business systems and a value-added online experience for your customers.A value-added experience is created by focusing on real customer needs and not just only on theapplication of cutting edge computer technology or Internet infrastructure. It is a basicrequirement that technology and infrastructure should be used as the platform for any onlinebusiness environment. Parallel to the importance of deploying effective technology is theunderstanding of the entrepreneur of how a website will create and maintain the interest of thevisitor.Shortly after the Millennium many websites lost their novelty appeal and failed due to theinexperience of the entrepreneurs who planned and hosted them. Not that there was anythingwrong with the aesthetics or the functionality of the websites. One of the main reasons forfailure was the lack of proper market and customer knowledge. The best available technologywas used to build world-class websites just to fail a year or two after being hosted on theInternet. Poor market research and over optimistic sales forecasts clearly lead to the now all
familiar “dotcom” crash.
Many an entrepreneur learned the hard way that good ideas alone docreate long-term sustainable revenue streams on the Internet.Hosting and building a website should be part of the strategic planning process of any businessattempting to host a website. This should only happen after evaluating whether the website is adefinite requirement to enhance customer satisfaction. E-commerce is a management andbusiness function that should be looked at with the same vigilance as any other marketing, salesor production function inside the business. E-commerce should ultimately be integrated as abusiness process and not be looked at as merely an Information Technology function that isseparately managed by IT professionals or outside consultants. Even if you decide to outsourcethe development of your website it is your responsibility to facilitate a dynamic onlineexperience and customer relationship management.For many consumers and end-users in South Africa the Internet is still an expensive way tosearch for information or to shop online. The insecurities of online fraud and securityvulnerabilities still prevent people from taking advantage of the complete online experience.Customers should experience your website as a natural extension of your business and you areresponsible for providing a secure browsing environment with dynamic information andinteractive content which will motivate them to return to your website. Never provide visitorswith outdated information, old price lists or unnecessary clutter.It is very challenging to create an effective online business presence without any brand andpromotional planning. Customer confidence in visiting a website will start with their traditionaland off-line experiences in dealing with you and other members of your business. Customersneed to be made aware of your website and its web address should at all times be exposed onyour corporate stationary, packaging and products. Regular communication through electronicmail and electronic newsletters should be used to direct customers to your website. Do not sendelectronic mail and newsletters to non-customers without their consent. This will be regarded asSpam and may have a negative impact on visitors going to the website.The more positive the off-line experience with your business the more likely the customer willvisit your website and return to read, download product information or submit requests that will
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
You must be to leave a comment.
Submit
Characters: ...