I have been searching for replacement tires for my car for
the last few weeks; so I traveled from search engines, to websites of popular
manufacturers, to social media groups, to for purpose automobile portals to
find where I can get genuine, reliable tires at a good bargain. Search results
pushed me towards aggregators and marketplaces who probably do better SEO but
did not carry the product I wanted. That is when I realized that the
specifications of my requirement are unique and will require me to invest more
time and effort.
In the digital world with every newspaper carrying
multi-page advertisements from popular internet marketplaces to hoarding on
roads, I believed that everyone is hungry for business. So painstakingly I
filled all kinds of forms on various manufacturer websites and portals giving
them the information they wanted – personal details, car make/model, tire
specifications, timeframe for my requirement, and waited for a response. I was
hopeful that between 8 portals and manufacturers I will be able to fulfill my
need.
Patience is a virtue and the portals/manufacturers were
colluding to prove that I am not that virtuous after all. Days passed with no
response from anyone, big name global and local internet shopping sites as well
as global and local big brands who collectively invest ridiculous amounts on
advertising enticing consumers to choose them or shop on their sites over
others (barring one who regretted that they did not service my location). Wondering
if my email id or phone number had a problem, after a week repeated the process
while expanding my search to the physical world.
Many years back I was involved in setting up an internet
portal for a large retailer; we evaluated multiple technology solutions wanting
the best option within our affordability. The team was excited and it was the
beginning of the new cycle of euphoric expectations that subsequently resulted
in obscene investments being thrown at virtual retailers and marketplaces.
Conservatively we focused on process: how we will receive queries from
customers, check orders for completeness, inventory availability to promise.
As we went live and the site picked momentum, we learned the
ropes spending frugally on SEO, SEM, PPM, PPC, social media, steadily
increasing traction. We exercised care to respond to every message received,
suggestions, bouquets and brickbats, and fulfil all orders. 93% order
completion was a sore thumb while 99% response to queries offered solace. Enviously
we observed the investments into the perceived bubble with no focus on customer
or end to end process while we toiled to create a profitable, sustainable
business model.
The market expansion based on the promise of low price
ensured that remaining wisps of customer loyalty disappeared into thin air
fueling a race to burn money faster than others. Abandoned carts increasing and
returns crossing the teens, some believe that they are too big to fall and
moneybags will continue to prop them with the fear of losing their investments.
What does it take for someone to become irrelevant ? Someone with deeper
pockets and money to burn to eventually starve the other to oblivion.
Checking around with friends I discovered a few contacts
with some of the manufacturers and portals; so I send emails to my connects
describing my need and predicament. Prompt came the responses apologizing for
the lapse and the offer to help connecting me to relevant people. This is where
things started to get interesting. One manufacturer advised that they do not
manufacture the specific SKU and that it would be figuring on the website by
error. Another offered an attractive price but could not guarantee
availability.
The portals/marketplaces feigned remorse that they did not
control their partners who listed their merchandise; they were only a
technology provider and offered fulfillment services as a value add. The
merchant claimed they were out of stock and did not know when the new
consignments would arrive. In comparison the store that I visited courteously
offered alternatives to choose from explaining the finer nuances of my choices making
me wonder why I spent so much time attempting to buy online.
Digital marketing strategies work, they attract customers, create
a pull, help customers choose, and then they need the real world to take over
with real processes that will stand the test of time without failing. Success
requires alignment to create customer satisfaction, repeatability ensures
delight and repeat purchases. The future belongs to those who unflinchingly
focus on execution, right first time, every time. Invest in technology and also
in process and execution, they will collectively stand by you.
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