Tom Cooledge

So, the newly rebranded TalkTalk Business – formerly Opal – has presented findings to the press this week showing brand loyalty can take a major hit if a website isn’t up to snuff.

92% of internet shoppers interviewed admitted that they’d switch to a competitor if their preferred e-tailer’s site was suffering any kind of technical problem. Not surprising really; if you need the essentials from the supermarket, stock levels + need = sometimes having to plump for second best.

What’s especially interesting is that, if an online transaction failed in any way, the majority of the UK isn’t inclined to offer any second chances; only 25% would revisit and reattempt.

It makes you realise how easy we have it as a customer. As IPv6 draws closer, mobile devices will have a more seamless connection; without tricky reconfiguration at every new network. Ecommerce is going to be even more accessible at anytime, anywhere and with fewer complications. Today’s shops are always open.

Because of this, e-tailers should – and do – continue to ensure their site is constantly available. It only takes a new browser window for your audience to discover the next best thing and never look back.

Filed under: e-tailer

It seems this week that one particular brand has flouted New Media. In a move that might be complacent, even, one of the biggest UK retail brands suggested a rather old-fashioned browse-and-buy system continues to outweigh any sort of ecommerce. 

In a story relayed by Alex Brownsell of Marketing Magazine, Argos has commissioned a revamp of their logo by The Brand Union to ‘modernise’ perceptions of their brand. Arguably, pouring money into the aesthetics overlooks the biggest anachronism of the entire Argos experience.

In a world of search-friendly Web 2.0, why does an organisation, conscious of being out-of-date, insist on producing bi-annual editions of paper catalogues? This relentless printing is environmentally irresponsible, especially in light of figures that confirm ‘less than 2 percent [of catalogues] prompt a sale.’

Admittedly, some high street concerns have their motives for encouraging a more traditional retail experience. Back in 2006, for example, electrical chain Dixons felt the need to retreat entirely, trading exclusively online. Also, electrical retailers ‘Powerhouse’ admitted defeat and closed all UK stores the same year as a result of ‘rising competition from e-tailers.’ The internet poses a massive threat.

However, the Public Relations Society of America reported in October last year that ‘62 percent [of retailers who rely on direct sales] say paper catalogs remain their biggest revenue generator.’ If this is true, Argos could be shrewd to maintain its’ wares in print.

Although, it seems only to be history repeating itself. According to a brief history of the Internet featured in The Guardian, The Advanced Research Projects Agency’s two-computer network, or ARPANET, was the founding technology destined to become today’s internet. This achievement, however, fell into the shadow of the visually spectacular ‘moon landings’ which ‘were the subject of enormous attention at the time’ although ‘not a great deal developed from them.’ Maybe Argos has its’ fingers crossed that the spectacle of a new identity will distract customers from its’ foot in the past.

Filed under: e-tailer