Digitallmall.com is lowering the barrier for traditional retailers to enter the e-commerce arena.
The company now boasts as customers many of the country`s largest retailers. Services include developing e-commerce sites, fulfillment, call centre support and ongoing management. It is a one-stop-shop, potentially saving customers millions of rands in terms of software development and setting up their own delivery and call centre infrastructures.
"The uniqueness of our business is the ability to bring a diverse array of specialist services in an affordable way," says Digitamall.com marketing director Garin Toren. "We believe that retailers still need to learn specific Internet trade secrets to be successful Internet expertise is needed."
"To thrive in the Internet economy, companies will have to add value, build on their brand on the web and provide consumers with a good shopping experience. That means focusing not only on getting customers, but keeping them," he notes.
The key to future success in the Internet economy is understanding how consumers think about and use the Internet. This is not traditional retailing. Previously, one of the biggest challenges facing retailers was finding the best way to drive traffic to their sites. Now however, the challenge is to get customers to revisit the site.
The next three years are make-or-break in terms of succeeding on the Internet because consumers are coming online now and creating their online habits for the future. Retailers need to know that the Web is not a one-time investment, it`s not about just moving a company`s corporate office to the Internet. "Image has to move as well. Retailers have to learn what makes a decent site and stay abreast of technology. This can only be successful if they partner with an e-commerce expert," notes Toren.
"Digitalmall.com has set up the support infrastructure, fulfillment requirements and call centre, and has years of experience in Internet retailing, offering branding and everything needed from site development to delivery. To replicate what we already have developed will cost millions," says Toren.
"The Internet gives retailers the opportunity to learn about their customers. Something that traditionally has been difficult and expensive," notes Toren. "Even though the Internet is only expected to show meaningful numbers by 2003, retailers need to understand that so-called `share of wallet` is no longer first-time access but those that return regularly."
But Toren cautions. "If you don`t have a decent product to sell, you are not going to succeed on the Internet. The Internet is not a cure-all for product merchandising issues."
In terms of service, take for example e-mail response times. Excellent web sites respond to e-mail inquiries within an hour or two. Any web site that fails to respond within 24-hours is not giving customers a good experience. Same day delivery is important. Internet commerce has to compete with retail, and one of the great joys of retail is the `get it today` factor.
The fact that Internet business exhibits such economies of scale is also important. It means smaller companies have a chance to outdistance larger competitors, especially since traditional retailers are struggling to understand that a company website is perceived as the company to their online customer. Most importantly, online retailers have to take into consideration that they now operate 24-hours a day and businesses need to have stock available to the Internet for shoppers at any time. If they do not start now they will not be able to compete in the future.
Digitalmall.com holds e-tailer functions every second month to meet retailers who have embraced the Internet. To attend contact Digitalmall.com on 88 61 00 00 11 or e-mail garin@digitalmall.com.