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It’s Time: Give the Web More Credit

5/1/2009

I’m using my column this month to clear my head and share a hodge-podge of e-commerce ideas I’ve collected over the past few months. Here are a few, in random order:

Give them Facebook, and they will come: I always see shoppers at computer stations logged in to Facebook when I’m at the Apple store near Central Park in Manhattan. And since the location is situated right in the middle of a tourist mecca, people just love that they can access Facebook (and their e-mail) for free, whenever they want. So, they come in, spend some time with Apple (even update their Facebook status that they are in the store) and then leave happy.

That got me thinking, why don’t more retailers offer free computer use? And I don’t just mean computers that only allow shoppers to search the retailer’s site: Merchants should offer free-range, all-purpose computer use to keep more people in their stores.

Why not consider taking Apple’s lead in making stores a destination spot where shoppers can relax, social network and spend time with their brand? Trust me, giving shoppers Facebook could make customers stay all day.

Viral is the new golden ticket: In March, a two-minute YouTube video of a Southwest Airlines flight attendant who turned the usually boring flight announcement into a clever and engaging rap started to make the rounds online. The viral clip has since attracted nearly 1 million viewers and has inspired message boards, radio DJs and YouTube commenters all to say the same thing: “I want to fly Southwest more often!”

Don’t underestimate what a quick and catchy video can do to differentiate your brand in the marketplace and what it can ultimately do for your business, as well.

Saying good-bye: Back in January, when Circuit City was still trying to push merchandise out of the doors before closing up shop for good, it shut down its Web site. And bankrupt specialty retailer Fortunoff, which began pushing its entire inventory, worth $210 million, out of its doors earlier this year, also didn’t use its site to sell off products. My initial reaction was: Why would a company throw away a sophisticated e-commerce set-up that could help sell inventory? Although terms and agreements may have prevented both companies from continuing to sell items online, the retailers still didn’t use their sites to their full potential.

CircuitCity.com posted a soft-spoken message in gray type announcing that the company was going out of business. In addition to the announcement, the company could have used its site to direct shoppers to its stores. It also could have added product images to help consumers visualize what they could pick up in-store. Even now, months after the last Circuit City store closed for good, the site still hasn’t been updated with new information. At presstime, the following message remained on the site: “ CircuitCity.com is also temporarily closed, although we anticipate the website will reopen in the coming weeks.”

Fortunoff.com , however, did inform online shoppers of its liquidation sale in big, bold letters, but its “EVERYTHING MUST GO” message was too loud and hardly reflected the company’s classy and refined image.

A Web site can make a critical first impression on shoppers. But the last impression should be just as good, too.

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