Bristol, UK United Kingdom (PressExposure) April 10, 2009 -- Lucy Whittington, director of Inspired Business Marketing and expert contributor to Marketing Donut, the marketing advice website for small businesses, says taking steps to reassure potential customers will help smaller online retailers level the playing field with their larger competitors.
According to research from shopping network EdealsUK.com, sales made by smaller online retailers were down 21 per cent in the first two months of 2009 compared with the same period in 2008 as shoppers turned to established names online. Marketing experts believe the uncertain economic environment may be leading consumers to turn to bigger players for their purchases â even paying higher prices as they do so â as they fear smaller businesses may go under before their goods are delivered.
Whittington says small firms must tackle the issue of waning consumer confidence head on: âYou have to show that you take quality seriously. Itâs about risk reversal so your business, rather than the customer, is seen to bear the risk of any transaction.â
She advises: âInclude money-back guarantees, remind people that if they pay by credit card they are protected, show you have internet security in place, sign up to a code of practice and promote your adherence to it, have lots of positive customer testimonials â¦ do anything you can thatâs appropriate for your business and will restore confidence among potential customers.â
Above all, she says: âDonât be afraid to be small.â She advises small firms operating online to âget personalâ.
âHave a page on your site about your business and document what you do thatâs different. Make it clear that being a small retailer is an advantage for the customer â for example, that they can change their order quickly or can speak to you directly rather than deal with a call centre or only have email support. Point out your speciality and experience. Include pictures of the people working in your business, show your warehouse or shop if you have one. And donât forget to include your address and telephone number.
âDo whatever you can to demonstrate to people that youâre real.â
Further information: Become a Marketing Donut expert by visiting the blog http://marketingdonutblog.co.uk/contributors/ Find out how to join Marketing Donut here http://marketingdonutblog.co.uk/join/ For more information on selling online visit the Business Link website http://www.businesslink.gov.uk Press Release Distribution By PressReleasePoint
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