As
a Market Trader I like to think I listen to all the advice around me,
particularly advice about adopting the new ways of customer engagement -
websites, digital communication, social media, and so on. The future lies in
adopting new age ways of selling, right?
So
it can be confusing when my customers don’t embrace those opportunities.
I
have a web page (it has been operating for over 6 years now). It is basic, but
simple to operate and is essentially an online catalog of my best selling
lines. I am working with SBMS right now to inject some variety and interest
with more product stories and history. I think that is a good move because
discussions at my stall often revolve around those aspects.
The
website does OK, it pays its way, and sometimes surprises with a string of
orders. But a customer yesterday exemplified the reaction I get from online
viewers.
This
customer, from Queensland, said he had viewed my range online a few times. He
decided to wait until his annual trip to Melbourne before purchasing. I asked
him if he felt there was more I could do to the online presentation - better
photos, videos, more descriptions or measurements, better delivery options? He
said the website was adequate but there was no substitute for personal viewing.
He pointed out that I was selling hand crafted decor items, not vegetable
peelers.
This
customer really enjoyed his shopping experience at my stall. He had done some
research, roughly decided what he wanted, pre-planned his trip to fit in a
market visit, spent 10 or 15 minutes examining my product options, and finally
made a decision. Buying online was never going to substitute for that
experience.
Having
an online presence ticks lots of boxes. This customer may not have found out about me if I hadn't shown up in his google search. But in some product categories hands on
viewing is always going to be the clincher and I guess that will apply to
leather jackets, knitwear and a whole range of market products. And that’s
great because dealing face to face with customers is a hell of a lot more fun
than sticking photos on a website.
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