7 success factors of an online store in RuNet Bashny.Net

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The Russian market of e-commerce is very young - at the beginning of the two thousandth's entire Russian Internet was estimated at several millions of users, the total internet penetration was not very large, but the quality is poor. While in the West people are already being bought in the web, we have a phenomenon only get accustomed - in part because the West just a few decades ago were popular selling products through catalogs, thereby creating a developed logistics system before the start of the Internet -Sale. Unsurprisingly, ecommerce in Russia is still largely lags behind foreign standards.

However situation penetration of the Internet is changing, and a good online shopping is growing. "Audiomaniya" on the market for almost 17 years, and the online store audiomania.ru been operating for 10 years and we are confident that koe we understand in online trading. That is why today we will talk about the factors of success online store in RuNet, as well as common misconceptions and errors of e-commerce.

Online shop - not a cheap business h4> still quite common situation when people create an online store is not very understanding of possible complications. It's no secret that the majority of online stores is created because the founders have an agreement with any supplier. Either there is a technical expert, capable to run the site. In addition, there is a perception that the Internet - is "cheap", ie the creation of the main costs of the site and limit. In this case, in fact, make a new online store learned potential buyers is not easier than offline. So open your site and just say so and hope that people will tumble down the crowd - at least naive. Online shop - this is not a separate type of business, and therefore need for traditional retail tasks and related costs.

Moreover, the cost structure, the company that has an online store, different from traditional retailers. But this does not mean that online shop - this is a cheap business. For its full operation needed offices, warehouses, equipment, specialized software and support. Without consultants also manage to be problematic. And not so much now online stores that do not have retail space.

Attracting customers online expensive h4> It's a fact, so you need to pay more attention on working with buyers. Many companies forget about those clients that they have attracted in the past, and switch to the new ones. But the fact that people bought something online in the past, and says that he is willing to come back and buy more, if the first attempt was successful, and the company will no longer have forgotten your client.

With his audience to work always - and to purchase, and during, and after. And the Internet offers all possibilities for this, and these opportunities are not always associated with advertising. We have a "Audiomanii" half orders do regulars - we watch this "battle" novice and experienced buyers. And it happens that the victory belongs to the regular customers - despite the fact that the growth rate of the audience store saved.

Advertising and demand creation h4> No advertising survive online store almost unreal. However, you need to think about what, how and where to advertise. For instance, in recent years, many large (especially international) company transferred a portion of their advertising budgets from television to the Web. This is due to the fact that almost all the active audience Russia already has access to the network. Many of these people do not watch TV, and "hook" them in other ways it is simply impossible.



Employees' Audiomanii » i>

In this case the web is realistic to use and "TV" content - can be poured videos on YouTube, create a variety of banners, including animation. The main difference between these large companies from small shops is that they are advertised by other schemes. They create a demand, and do not use already generated demand. Online stores also mostly "spud" has finally formed only demand, work with people who are in the lowest stages of the sales funnel. However, the web is still a lot of people who are not going to buy anything, but might be interested in this or that group of goods.

On most online stores do not have training information on the product, as well as any other way to get it, so people are looking for it elsewhere. As a result, the online store does not create additional value, and thus competes only for the final price.

However, other methods of advertising are considered ineffective, because the traditional analyst considers converting Last Click, shows very few sales from these sources. This requires a multi-channel view on advertising, but, unfortunately, very few think about it.

No need to reinvent the wheel h4> Another common situation - the failure of ideas, "imported" from abroad. Often entrepreneurs believe that they brought something really useful, but later turns out that the product or service is not wanted here. In fact, the case can not be that bad an idea, but the fact that people blindly copying Western ideas and solutions that do not always work for us without adaptation.

Another important point that should not be forgotten: people believe that ecommerce - it is a separate market or market segment, and traditional marketing does not work here, and this is a mistake. People in ecommerce are the same as in the offline and obey the usual laws of marketing.

The customer is always right h4> The slogan "the customer is always right" should be expressed in the work of every day, it's not just a motivational poster on the wall (the client, of course, not always human, but to tell him about it and prove him wrong - this is unnecessary). Most Russian businessmen while not fully agree with this statement. They try to argue with a customer that has no meaning. After all, the last word is always with him. The client decides - buy here again or not.

You should always be on the client side, even if it is, in general, is not right. A simple example - exchange and return. Most often, to carry out this procedure, the client must pass the goods, wait until he sent for examination (if there was a breakdown), etc. We are in the "Audiomanii" in such situations without talking just change the item or pick it up and pay the money. Without delay. Client and so hurt - bought the thing that broke him or for whatever reason do not like it. Why make him suffer more?



Conceptual salon "Audiomanii» i>

Own development h4> This is our experience, it may not suit everyone. But in "Audiomanii" virtually all of the tools used to work, created within the company. As soon as we have the opportunity to develop themselves, we have started to do it - in 2007, before that time, we had three different systems: warehouse, accounting, accounting - practically does not unrelated.

Why are we doing this? Very simple - the possibilities of customization that provide their own tools, allow you to work more quickly, easily scalable and more efficient use of personnel. Many companies are forced to use a larger number of employees to handle fewer orders than we have - that is, information from colleagues from the market. And this applies to both the purchasing department, warehouse, and sales department.

We use a powerful inventory dimensions, which takes into account the dynamics of the sales growth of the company and many other factors to predict demand. Buyers every day using this system to work. So we buy as many goods as required in the near future. The result - the efficient allocation of resources. It is not purchased "extra" items - is the free space in the warehouse for the right product. And it - money.

«Mail of Russia" works, as can h4> In Russia, on the whole, there is a tradition to scold someone thus justifying their failures. Applied to the field of e-commerce is heard mass reproach to "Mail of Russia". The truth is that there were no problems preventing develop business and related "almost", actually no.

It should be understood that the "Mail of Russia" - a cheap and low-quality delivery method. If we accept this as a fact, the more questions arise. Yes, deadlines are met rarely, but because everyone knows about it. It's not a surprise that the promised "delivery in 3 days", but in reality rides parcel week. Everyone understands with whom they deal.

In principle, people are willing to pay a premium for a more convenient way of delivery, or pick it up at all Pickup, especially if it's on the way. Home offers a variety of shipping options, display them on the site so that the client can choose. The site "Audiomanii" We also implemented the so-called "shipping calculator", with which you can learn about how the order will get to your city for a particular delivery method.

Conclusion h4> Despite the fact that business in Russia, and many other things related to our country, has its own specifics, there is a certain set of practices, applying that success is much easier. In the case of e-commerce chief among them - this understanding at all for someone running a business. The answer to this question depends very much. Unfortunately, many people are working for themselves and not for the client. And if the company is working "for all who need the goods" or "for all those who have money" - she goes on blind alley.

Lots of interesting projects are closed only because their founders were thinking more about how to make money, not about who it's all done. The most important thing in business - is a client. Ideally - a satisfied customer. Once entrepreneurs understand this, many non-obvious at first glance right business decision will come "by themselves».

You also need to look at other people's experience, both domestic and foreign - in the world invented a lot of interesting things. It is necessary to study the possible moves, learn from the mistakes of others, to borrow good ideas. But it must be understood that the "copy" someone's successful business is impossible. We need to learn from the experience of others, mistakes, victories and, based on this knowledge,
Going My Way.

Source: habrahabr.ru/company/audiomania/blog/225399/