The keys to successful online retailing are simple and straightforward – at least on paper! However, executing them in practice is often the hard part.
It is clear that a host of the most successful businesses are increasingly adept at bringing the customer into the company as an active participant at the development stage.
The most successful companies, regardless of industry, size or location, are most often the ones who either get found first, or are the default choice for customers as their first port of call when they require a particular product or service.
A brand is fundamentally a promise, both rational (quantitative) and emotional (qualitative). But a promise is only valid if delivered from a sound person, a solid individual. If a person keeps changing, or the promise keeps changing, then there is no value in either.
The last 18 months have seen a great deal of debate and discussion about search engine optimisation (SEO). We have witnessed many old school agencies finding themselves, and their clients, in deep water through overly aggressive paid link building, guest blogging and other low-grade SEO techniques.
If you are involved in selling online then it is recommended that your e-commerce web pages are as concise as possible.