Conceptualising the digital
As major national retailers continue the push for new and innovative concept stores, Assia Benmedjdoub discovers that online fashion boutiques are getting in on the action too. The digital way.
With Australia ranked as the world's third biggest online market, the e-commerce sector has evolved from a niche service provider to a ripe business opportunity for national retailers and boutiques. In March 2005 alone, the ACNielsen Global Online Survey recorded that the country spent a whopping $617.1 million in internet sales using Visa cards, some $170 million more than the previous year.
But in the same way as burgeoning businesses invest in state-of-the-art shop fittings to increase consumer activity, On Technology Australia business development manager David Ferguson says online retailers need to employ similar techniques with their web services.
"Ecommerce software is always evolving to encompass the latest security enhancements as well as greater usability features. The aim is to make maintaining the store as easy and quick as possible for the business owner as well as to increase sales and conversion rates. An online store needs to be simple to use and navigate and far too many online stores try to shove unnecessary features in the visitors face."
While the exact formula for success is debatable, Ezi123 application development manager Lau Guerreiro argues that there are six key elements to an efficient online store: good product descriptions and visuals, product variety including sizing and colour, affordability, secure payment systems and simple site navigation for both consumers and staff.
"Customers want to find what they're looking for as quickly as possible therefore its important that the site navigation is clear and that the products are grouped into appropriate categories. If customers can't find it they can't buy it.
"We advise that merchants sit with a few test shoppers and watch how they use the navigation as they try to find a product on your site. You need to make sure that the product categories that make sense to you also make sense to the average shopper."
Guerreiro also says that online businesses should harness the advantage of multimedia features and animations to attract the new generation of "tech savvy" consumers.
"If you're targeting a younger audience you can add a humorous online computer game or animated greeting card. These will not only communicate your message but will encourage your visitors to tell their friends about your site."
While there are a range of customised and off-the-shelf software packages for online businesses, Monique Pringle - operator of online designer boutique YTBA - says that the choice of software should be chosen with the company's profile in mind.
"The way your products are shot and displayed, the journey you make to your check out, member ship mail-outs and even the button you need to click on to order a product define the concept of your online store.
"YTBA has exciting products from new generation designers and we wanted the site to reflect this by creating movement and freedom for our designers. Each designer has their own 'zone' where they can In developing the business, Pringle says she also sought to marry the concepts of modern design with good usability.
"When we developed the concept for our site, we believed that it had to be simple to navigate while still holding onto the stereotyWhile businesses such as Pringle's can look forward to the growth of new, streamlined online software programs, Guerreiro believes that the most notable innovation is the increased availability of BPAY and Postbillpay methods.
"In a shopping centre customers can compare many stores from the outside and so it makes sense to try to make your store stand out from the crowd to attract people in. Some online stores are finding that allowing customers to pay by BPAY or Postbillpay, in addition to credit card, has significantly increased their sales and given them a market edge. Until recently these payment methods could only be afforded by large businesses but are now available to everyone."
Online businesses can also expect to shape their brand ethos through greater interactive technology. According to Ferguson, these will continue to shape and influence the online retail market.
"One of our recent additions enables the site owner to have their products listed on many other websites called 'Shopping Comparison Sites'. These sites are able to compare prices for individual products across multiple online stores to give the purchaser the best price possible. Our clients are able to have their entire product range listed on the NineMSN shopping site as well as many others for maximum possible exposure. Services like these will continue to evolve."