Think Globally, Act Locally

As a dedicated online shopper (particularly at this time of year when time is scarce!), I've noticed our overseas counterparts have become much more affordable than they were this time last year. What was once extortionate has now become quite reasonable. The Aussie dollar was hovering around 65c in December 08. One year on we're looking at approximately 90c, making purchasing from overseas much more viable.

Ainslie Chandler's recent article in the BRW "Online Sells Itself" only highlights what we already know- global competition in the retail sector is fierce.

Aussie retailers will need to brace themselves for tougher competition this year, or face the facts that online sales will likely be lost to overseas retailers.

Christmas is a particularly important time of year for retailers around the world, and with consumer confidence progressively growing, now is the time to capitalise. While the adoption of online shopping has been slower in Australia than some other developed nations (3% of total retail sales compared to 7-8% in Britain and the United States), it's on the rise, so for those of you out there listening, take advantage, push best practice and don't give people the chance to shop around. Many will be shopping online for the first time, providing the opportunity to lock in newcomers by providing a positive online experience with your brand first time around.

Retailers need to consider more than just a basic web presence, rather a website of global standards. Now more than ever retailers must look beyond their local competition and benchmark against best practice worldwide in order to stand out from the crowd when the dollar is so strong.

At this point in time organisations should be looking at their website strategy over the Christmas period and planning for the future leading into 2010. The shortest path to success is a positive user experience, (if you're not sure if you're on the right track check out my blog), and adherence to top notch eCommerce standards (see Top 10 Reasons Why eCommerce Fails).

By thinking globally and acting locally, Aussie retailers have the opportunity to strengthen their service offering and differentiate themselves from competition OS, winning and strengthening loyalty by providing benefits overseas players might not be able to. For example:

• Live chat during local business hours
  
  
• Free/express/overnight delivery options, or guaranteeing delivery prior to x date
  
  
• Prompt returns collections (eg. next day)
  
  
• Exchange card with purchase allowing receivers to return online or in-store
  
  
• Bonus add-ons such as specialty chocolates or promotional packs (overseas players could be restricted by quarantine or additional cost of weight)
  
  
• Online/offline promotions (eg. all online orders receive a $20 gift card for use in-store, outlets send customers to the website for the chance to win prizes)

Online retailers, your success over this festive period will set the tone for 2010. Good luck and Merry Christmas!