AGENT PROVOCATEUR Internet selling H


ow many of you have ever bought anything over the internet? ‘The powers that be’ are now telling us that internet sales are growing at a faster rate than “anything” through the pages of the internet and Ebay.


How many of you retailers out there in the big wide world of


retail have an online business at present? Do you believe that an online presence is important to you? If not, what are your reasons for not doing so? (answers can be longer than a postcard).


Initially there appeared to be an age barrier to the


web, but the likes of Joanna Lumley and Terry ‘the Wogan’ are keen to dispel that myth telling you that ‘you can’t break a computer’ (I hear some of you thinking…yes, but you can seriously confuse one).


Larger stores have been successfully selling online for the last


few years, but it seems to me that the majority of small businesses are now finding their way into “ecommerce” too, either promoting the shop locality and goods, or indeed providing an on-line store to sell from. You don’t have to be that computer literate to venture into this surreal environment, there is lots of free help available, so if you haven’t already done so, you should give it serious consideration, lets face it, if you don’t do it now, your competitors are almost certainly doing it!


In today’s “I want it and I want it now” attitude to buying,


you must be seen to be up with the game and offer product that is quick and easy to get hold of. Shoes are a little different to most other commodities (or are they?). For those with more than one brain cell, they have to fit (especially children’s shoes where the wearer may be too young to know that there is a problem and that it will cause a bigger problem later). However there are fortunes to be made from people with one brain cell….think how many items of footwear and clothing don’t fit, have never been worn, are sitting in the back of countless wardrobes as the buyer is far too lazy to return them.


To be fair the returns rate is relatively high when footwear is


purchased on-line, but this is a problem that should be allowed for. You have ALL that stock in your stock rooms that has cost you dearly, so why not open it up for anyone to buy at any time of the day or night, from anywhere in the world, why wait for a possible consumer to walk through the door when so many let their fingers do the walking? We have some very sought after brands here in the UK and I have heard about some people (whoops nearly said ladies) spending three hours on-line trying to find a particular pair of shoes in a particular colour. Who knows,


12 • FOOTWEAR TODAY • JUNE/JULY 2010


it might just have been the one style you bought for your shop which is not selling in-store but could sell very well on-line. Space on the shelf, money in the till – all good, job done, bills paid!


For those who feel it is unethical to offer current stock there


are those that sell ALL their “sale goods” through Ebay as clearing lines. This not only keeps the shop looking tidy and stock turning over, it also enables you to have an all-year-round sale, not just one in winter and one in summer.


It keeps the shop


looking fresh, and if the locals wait to buy from you in the “sale” who will buy from you at “normal” times? Before long you will be on the slippery slope to “stack ‘em high sell ‘em cheap!” Sales really devalue both your stock and your service.


Something that has really upset retailers of late and remains an


emotive issue for many is that of suppliers becoming their competition. What do you feel about your suppliers selling on- line? Have you found this has deprived you of much needed sales,


You don’t have to be that computer literate to venture into this surreal environment, there is lots of free help available, so if you haven’t already done so, you should give it serious consideration, lets face it, if you don’t do it now, your competitors are almost certainly doing it!


or has it perhaps enhanced your existence? Do you have the public time-wasting, asking for fitting advice then not buying, or indeed trying to negotiate the price of your stock as they can get it online cheaper? Is it fair that they can offer your customers the same product often at a competitive price, or should they simply advertise the products they produce and point consumers to their stockists? If the last option is your preference, then what happens if you have an internet site and sell from that? What’s the difference? Come on, you have a right to reply…let’s hear from you…


Now I must quickly email this.. and then I have to check the


price of a new tumble dryer… and then find a reputable local plumber, oh and I need to order my heating oil now the weather is warmer…. Will I do all this online, of course I will, though it will mean a visit to check out the washing machines I am told by my better half….still it is only one trip out, so at least it will save on the shoe leather….or perhaps I had better not mention that..?


www.footweartoday.co.uk


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