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Author: Martin Newman
One of the UK's most experienced Internet professionals, Martin has owned the P&L and been head of e-commerce for a number of leading brands including Ted Baker, Harrods, Burberry and Pentland brands as well as having been head of marketing for Intersport.
He is a multi channel player with real width and depth of experience of retail, e-commerce and direct mail channels. With a track record of delivering results.
He has end to end e-commerce experience; Platform/technology, range planning and merchandising, customer experience, content management, design/creative, marketing and analytics, payment processing, customer service, supply chain and fulfilment.
Despite the current economic climate, retailers should continue to explore investments in technologies that provide an enhanced customer experience, improved customer service and optimised operational efficiencies in order to improve their competitive position.
The tips that follow contain both short-term tactical opportunities to improve performance and increase efficiencies, as well as medium to longer term strategic choices that will deliver sustainable and incremental growth.
Despite the growth in the e-commerce channel, many retailers are still unable to make truly informed decisions regarding the strategic development of e-commerce in their business, as they are unable to effectively benchmark the performance of the channel.
This is the case for both retailers who think they're performing well and those who don't.
I read an interesting article on usability and user experience posted recently on this site by Tom Stewart, the Chair of the sub-committee of the International Standards Organisation (ISO), which is responsible for the revision of ISO 13407, the international standard for Human Centred Design.
We are in the process of redesigning our site for a new platform being developed for release later this year, and the aforementioned article got me thinking about the planning for the design of a website.
Call me old fashioned if you will, but I still believe in the premise that when a customer places an order online, they should receive their goods within the timeframe highlighted by the retailer. Or better still, they should actually receive their order at all!
How about really stretching it and offering the customer the opportunity to choose a convenient delivery method and time?