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The Importance of Website Evolution for Online Retailers

Press Release

By: Zendor
31 January 2007

With web technology evolving at an unprecedented rate, it is important for all retailers to ensure they are up to speed with the latest trends and developments in order to optimise their e-commerce efforts. Zendor, the Manchester-based multi-channel retail expert, has identified four key areas which retailers should keep in mind when building on their online proposition:

• Maintaining a ‘Customer Balance’ – There are a raft of technological advancements and broadband is facilitating increased opportunities for retailers online. However, when riding this wave, retailers should strive to strike a balance between web development and usability, so that they do not restrict customers’ use. Broadband is providing wider and easier Internet access across the UK with the proportion of enabled homes doubling by 2008 to 18.5 millions (64% penetration). An effort should be made to ensure retailers do not run away with the technological opportunities and alienate their core audience, who may or may not be web savvy. The most important question to ask is – ‘what do my customers want from my website?’
• Improvement in Website Fluidity – To enable a smoother and more straightforward shopping process, and therefore improve the customer experience, retailers are rethinking the ‘traditional approach’ and refining their transactional websites. This includes removing or reducing irritating pop-ups and additional pages. Broadband has also enabled retailers to streamline a number of functions or ‘steps’ into a blended single web page.
• Developing a Stronger Online Selling Strategy – As more retailers become increasingly ‘multi-channel’, many are striving for consistency in their stores and websites. This not only involves brand image, but also customer experience. By replicating in-store sales techniques, retailers are driving customer loyalty from store to web, crossing the divide with such initiatives as outfit-building with virtual models or browsing by trend, up-selling matching clothing or accessories, and pushing special offers such as multi-buys.
• Providing an Added Value Experience for Customers - To encourage loyalty and brand ‘buy-in’ retailers are creating a point of difference in their web content. Alongside the shopping function, some are introducing magazine or editorial content or web and e-mail personalisation with, for example, targeted product recommendations. With the arrival of Web 2.0 customers can now have a hand in ‘building’ websites - online communities of customers are now invited to share ideas and review products.

More and more retailers are choosing to adopt a multi-channel retail approach and competition in the online arena has never been more fierce. With this competition set to intensify further in 2007, it is essential that online retailers are aware of the opportunities available to them in order to attract and retain their customers.