Posts tagged ‘shopping online’
October 15, 2022
After a round of meeting great new vendors, exploring cool new tools & tech, I always think about how much room my clients have in my budget for these fun, experimental things. We’re all attracted to fun, shiny things. But as business leaders, are these always the panacea we want them to be? When we’re thinking about how to allocate precious budget $ to improving our websites, there’s push-and-pull between the foundational and the fun.
There are always new tools that promise better engagement, conversion or order value. Innovations that will increase brand value and improve the customer experience. Some of these are truly a value add.
But what good is a fun or beautiful front-end, if the underlying experience is bad?
The same is true in our personal lives. That shiny new buy isn’t going to change your life, though it may make you feel great in the moment. When the excitement wears off, you still have the same issues to deal with.
Last summer, I was planning a few home renovation projects. Not my favorite thing to do, but I love the result. It’s so much work: the planning, the product, color, and materials. The contractors. The coordination and disruption. Whenever we’ve talked about these bigger projects, I joke that I’d rather buy a new house that someone else already fixed up.
After two years of work-from-home, and daily visibility to the deficiencies of our laundry room, the main entry to the house from the garage, I was ready. Picture old, low-quality cabinets peeling at the edges, no longer flush, unpleasantly aged beige particleboard- yuck. It was dated, ugly and in disrepair. Our downstairs bathroom also needed an upgrade- tiles that keep pushing out the caulk, ugly striped wall-paper, and out-of-date everything.
But then while gardening out back, we noticed a deep foundation crack. One that used to be a hairline. The crack extended 15 feet, and was big enough that you could see sunlight from inside our furnace room, and feel outside air if you put your hand up to it.
For context, we live on a hill that descends into a creek. To protect the house, it’s a constant fight to keep erosion at bay. And after 25 years, the house was showing the wear.
We had to deal with it.
So we fixed the wall. It took 4 weeks of back-hoes, concrete destruction and reconstruction, leaving deep trenches through our back-yard and dust everywhere. During the tear-down, they told us that moving our old A/C units was a risk. Since they were ancient, decrepit, and inefficient, they recommended we buy new. They couldn’t guarantee that they would work if disconnected, moved and reconnected. But in light of the fortune we were investing in the foundation, we had little appetite for replacing those NOW. Let them hang on for one more summer.
When the work was finished, neither of the A/C units could be saved. One had been dropped. The other needed repairs so expensive, it wasn’t worth doing. So now, two days before the first 95 degree weekend of the year, we needed new A/C units. That was fun.
All in, we spent $20K on the foundation, then another $12K or so on the A/C’s. My renovation budget was gone- and then some. I really wanted that updated entry for the house. We were going to tear out a closet and make a more modern mud-room with a bench. And nicer downstairs bathroom.
But what good is a beautiful entryway to the house, if the house might slide into the creek? When we try to sell the house, what’s going to drive more value? A solid foundation, or a nicer mud-room? Shoppers might love what they see walking through and make the offer, but when the inspection is done- the foundational issues come to light, and many shoppers opt to simply back-out.
The same thing happens on your website.
Consider this as you plan your commerce & technology budgets. If you keep investing primarily on the superficial- the entry-ways, the cosmetic and feel-good moments, your technical debt gets bigger and bigger over time. Eventually, you’ll feel the pain. Conversion will stay flat or down. Only your most loyal or sale-conscious customers will persist.
We all love a little bit of fun. Branding matters. But customer experience is everything, from the beginning to the end. If a shopper loves shopping your product, but has trouble signing-in or checking out, your brand value takes a negative turn.
If your underlying foundation is cracked, all that good will just opts out.
July 31, 2015
The approach is based on a lower pricing strategy, combined with fast delivery. It’s a major, gutsy play for Jet.com’s founder and CEO, Marc Lore. No one has seriously tried to beat Amazon on price – until now. But if anyone can do it, the founder of Diapers.com, Wag.com and Soap.com can. After successfully building these powerful brands, defined by amazing branding, customer experience and convenience (personalization- reminding me that it’s time to reorder, and making it easy to do so; free 2 day shipping, even on a 40lb bag of dogfood), Lore sold Quidsi brands to Amazon for over $500 million.
So it’s just a little bit epic that he’s going after Amazon now.
The key differentiator for Jet.com is that Lore creates beautiful and engaging customer experiences that create a devoted customer base with loyalty and an emotional connection to his brands. And from that perspective, Jet doesn’t disappoint. The site has a powerful brand identity and a great customer experience. The search is powerful, the sort features are what’s needed, and the selection seems robust. The homepage promises ‘club price savings’, which alludes to Costco as well as Amazon’s prime pantry. Jet is going directly after Amazon on price, showing comparative pricing against Amazon on every item, to demonstrate the savings.
How is Jet.com doing it? They’re sourcing wide and far- and instantly serving up the prices that are lowest based on your location and things that are cheaper to ship together. Jet will show ‘smart savings’ on items that work well together. every time you add to cart, an animated calculator comes up to show you how many items are now cheaper on the site- it has a little bit of a slot machine effect, of making you feel like there’s a reward with every transaction.
There’s a ways to go- Jet is operating at a huge loss currently, as it gets the infrastructure in place to do this efficiently. From a customer perspective, there’s work yet to be done- product descriptions at the thumbnail level don’t always make it clear what the quantity is for the price, so it can be a little confusing. In the shopping cart, I see how much I’ve saved per item, but no subtotal for line items I’ve ordered in multiples. They need to add a quick-view feature to the search display- something Amazon doesn’t have, so could be yet another differentiator.
In the shopping cart, you can save even more if you select certain payment methods, or to waive the ability to have free return shipping. More incentive to checkout. On my $50 purchase, I saved over $9- not bad.
The biggest obstacle for Jet in driving repeat purchases, is that their creative sourcing means that an order ends up shipping in many multiple packages: My order of 8 items will arrive in 5 separate shipments. I’m not paying the added cost- Jet is absorbing that. But as a customer, I don’t like the inconvenience and waste associated with receiving that many packages and keeping track of whether everything has arrived.
Will Jet give Amazon and Walmart a serious run for their money? Maybe. I hope so, because the competition is good- and I love a site that takes the time and effort to make the customer experience feel like a wonderful place to be. It’s a differentiator that matters- Amazon has never tried to go there, and Walmart failed when they tried- their customer associates a certain over-crowded messiness with savings. It could be the differentiator, combined with price- that makes Jet.com a serious contender.
November 30, 2011
Did you know you could buy paper towels on Amazon.com? Bottled water? Laundry detergent? I do now. My sister showed me the mom’s club, where you can subscribe for automatic replenishment to get discounts on things like diapers or laundry detergent. She buys everything online- diapers, cleaning products, hair products- the works. And with free shipping, why not save the trip?
Until now, I haven’t had much interest in buying groceries online. I dabbled with it during the initial launch of all the online grocer sites, years ago. I couldn’t stand the waste involved with all of the packaging: the laundry detergent came wrapped tightly in cellophane, sunk into a huge box four times it’s size, with loads of those foam peanuts. I ordered two grocery bags worth of stuff, and had enough recycling and garbage to make the garage look like the week after Christmas. Not to mention the size issue. I had never paid much attention to the number of ounces in the average cereal or cracker box- so I ended up with sizes ranging from Brooklyn-corner-store-tiny, to Costco sized gigantic, feed-a-family-of-eight sizes.
But now that I’m commuting again, leaving at 7 and returning after 7, online shopping has a much bigger appeal. I just don’t have enough time to do it all on the weekend.
Last weekend, my sister introduced me to Wag.com, Soap.com– and its associated sites, including diapers.com. Four sites, with a shared cart. Lots of introductory offers, and premium, free 2-day shipping for first time orders. Yesterday I ordered a 35 pound bag of dog food, a 25 pound box of cat litter, a mega-12-pack of paper towels, various organic food items and method soaps, paid nothing for shipping, and it’s all coming tomorrow. Saving the rush trips to store before the weekend is like a gift. Amazon actually owns those sites, too-having acquired the parent company, Quidsi, Inc, for $500 million back in March, but keeps the branding unique and the web design is beautiful. The sites are clean, elegant, and shopper friendly.
I never thought I’d want to buy paper towels on Amazon. But times have changed. I need easy, now. And getting big, heavy things I need delivered to my door is very, very easy. I’m a convert.
Are you shopping for groceries online? Let me know where you shop, and what you think about the experience.