By Shivaun Hales

The internet is not just a passing fad. If retailers want to reach their customers, they must be online. CEO and co-founder of online feedback company Kampyle, Ariel Finkelstein (pictured) told www.connectedaustralia.com everything from marketing, to customer support and shopping, needs to go online.

Kampyle provides companies such as Appliances Online, JB Hi-Fi and SurfStitch with lead generation solutions and online feedback. Finkelstein said retailers with bricks and mortar stores need to become multi-channel or cross-channel, giving customers the option of online and mobile shopping while still maintaining their physical shops and paper catalogues. 

“While some retailers look at the internet as a threat, it really is just a new venue and opportunity for expansion – with all channels being complementary and driving overall sales,” said Finkelstein. 

Adjustments in prioritising the online and offline businesses may take some getting used to, but every traditional retailer can use the internet to enhance and grow their business, he said. 

“It should go without saying that retailers need to be where their customers are,” said Finkelstein.

“And as the internet has become ubiquitous in use, every retailer is well advised to have an online presence – one where customers can both browse products as well as buy them,” he added.

More than just a website

While it’s important for retailers to be in the online space, Finkelstein said it’s not enough to just have a website. 

“The site has to be attractive and functional and provide an excellent user experience. Just like a real store,” he said.

Understanding what drives visitors to the website, and what converts them into paying customers through feedback tools is also important. The experience consumers have online should match the in-store experience.

“If certain products or pricing are only available online, make sure to inform the customer of that,” he said. 
 
“You don’t want them finding a product on your website and then when they come into your physical store to buy, they discover that it’s only available online,” he added. 

Understand the benefits of social media

Social media is another expanding online avenue retailers can use as a form of advertising, a way to engage with consumers and establish brand loyalty. 

“Blogs or YouTube videos that teach the customer useful tips about shopping (like how to figure out your shoe size or apply makeup) or brings them behind the scenes with your fashion designer all create value for your target market,” he said.

A common concern about social media is the fact that an unhappy customer has the ability to share their story with the entire cyber world. 

Retailers need to monitor social media for any conversations about their brand to counter any damage done from negative PR as well as encourage customer advocates, Finkelstein advises. 

As internet and mobile internet usage continues to grow, Finkelstein believes online retail will take the lion’s share of shopping. 

Interactive shopping on the rise

The introduction of Quick Response or QR codes means consumers now have to power to walk into a store, compare electronics, then use their smart phone to scan the QR code to bring-up up a detail-rich, online product page for comparative research later on at home. 

“Not only do shoppers benefit from the in-store shopping, they also get online comparative research on product specs and consumer reviews,” he said.

Retailers can benefit from QR codes as a way to gather customer feedback on the in-store experience. Customers just scan the code which routes them to an online feedback form for that store and in seconds, they can give their opinion of the store.  

JB Hi-Fi recently revealed it will give online shoppers the option of home delivery or store pickup. Finkelstein believes more retailers will follow this trend as it combines the convenience of internet shopping, with the ability to check the item before taking it home.