If you want to get the interest of the general public, talk about something near and dear to their hearts ... like shopping. My recent column on Internet shopping myths generated some interesting feedback, most supporting my viewpoint that buying things online can be a hit or miss proposition.
Some of the more interesting responses included the following (the names have been either changed or deleted to protect the guilty):
Dear Fred,
"The real challenge to successful online shopping has little to do with technology but everything to do with the people operating online shopping sites. A Ferrari is not a Ferrari unless it is driven by people with the right stuff. Online shopping still languishes in the doldrums primarily because the operators have not been able to deliver the best of customer service and shipping the goods according to customers timing. Those who achieve this will be joining the line-up of online sensations such as Amazon.com."
"You might suggest people to look for the Webtrust seal offered by the AICPA to show that a Web site has been audited by a CPA and will carry through on your order..."
"I ordered necessary software for one of my projects from two major software suppliers. The on-screen database claimed the item was in stock. The order was confirmed for regular UPS delivery. After a week, I did not have it from the first supplier. I clicked on Order Tracking only to get to an 'Under Construction' page informing me that I could call 9-5, M-F, CST. I e-mailed my tracking information. The response took 10 days (out of stock). A second place dragged me through the whole process and said the order could not be processed online, but (you guessed it) I could call a human 9-5, M-F, CST."
"We recently placed an order with (name withheld to protect the guilty). After two weeks we called to find out what had happened to our order. They could not track the package...."
"Thank you for the article, though it does not cover all the cons of online shopping. My recent experience was very negative. Merchants are not ready for a download, servers seem to hang, never return confirmation and then suddenly you have multiple orders placed, you cannot get to a service rep because they don't exist [online], don't have 800 numbers ... also there is no value in online shopping. Prices are the same."
And just to prove that I'm not as biased against online shopping as you might think, here are some dissenting opinions:
"I have to disagree [on your opinion that giving out a credit card number online isn't necessarily foolish]. Many sites are still insecure and criminals can break in and steal the credit card numbers stored on the commerce servers. The FBI has already arrested hackers for trying to sell a CD full of credit card numbers gained this way."
"I just read your article on debunking online shopping. I have to tell you that I really think you missed the boat. I have spent a year and a half developing a site and a business where we have tried very hard to overcome some of the problems you have pointed out. Our normal shipping time is the same day and people will have their orders in less than three days. All in all I do not think you gave a true picture of all the hard working, honest people who have put a lot of their life into their business. It is really a shame that you have the power to kill a wonderful experience for so many people. By the way, when Christmas eve rolls around and you still don't have the gifts you need, come to http://www.gifts-to-give.com and we'll get it out overnight for you if you can give us your order by 1:00pm EST."
In response to these last two readers, regarding my comment about giving your credit card number over the Internet being no more foolish than giving it over the phone or to a mail order company should not be interpreted that I think one practice is any better or worse than the other. Rather, I think that all three are equally troublesome - unless you are dealing with a reputable firm. Which brings us to the last respondent from Gifts to Give. They do have a pretty nice site, one which I just might give a try along with my regular standby - Travelocity.com - as I head home for the holidays (there, I admit that I shop online!).
Online services generally don't offer that nice "look the sales person in the face" opportunity. Also, keep in mind that sometimes sites do fail (just take a look at eBay, which crashed for three hours this past Friday). So remember, it's a buyer-beware opportunity. By the way, the real winners of online shopping are not likely to be either the merchants or the shoppers, but rather the likes of UPS and Fed-EX. They are shipping all that online merchandise that used to be carted home in the back of the Buick. My how times have changed - first electronic holiday cards and now Christmas, courtesy of Federal Express!
RELATED LINKS
Ho, ho, ho
The column on which these comments are based.
What do you think? Link over to nwfusion.talk and start a thread.
Fred McClimans is CEO of Current Analysis, Inc., a competitive intelligence and analysis firm. You can link to the Current Analysis Web site or reach Fred at fred@ currentanalysis. com
