| Research Online, Buy Offline ROBO the term | | | | much celebrity endorsement or customer |
| initially coined by Yahoo! To describe the behavior | | | | testimonials as is practical and possible these are |
| of surfers who are using the internet to research | | | | great references for you, but you are spinning |
| products but then buy them offline on Main | | | | the endorsement not so much focused on the |
| Street. This is the major obstacle for online | | | | product but on your ability to deliver the product, |
| retailers (etailers) looking to maximize sales from | | | | how you are price competitive and the |
| their eCommerce websites and tackling this buyer | | | | guarantees of satisfaction that come with doing |
| mentality in a positive and constructive fashion will | | | | business with you. |
| lead to breakthrough success for their online sales | | | | Transaction Security & Privacy Standards |
| activities. | | | | Never hide your site security accreditations they |
| It is easy to see why potential buyers are lured | | | | are a major selling point for your eCommerce |
| by the great research potential of the internet it | | | | website, so if you have a secure server for |
| is quick and easy to obtain product and pricing | | | | processing credit card payments, highlight this |
| comparisons from a huge number of sources and | | | | together with the range of payment options you |
| all from the comfort of their own home or office. | | | | cater for. This should be visible on every single |
| To perform the same job in Main Street would be | | | | web page wherever possible. |
| a practical impossibility, but why should buyers | | | | Have a web page dedicated to your site security |
| who are prepared to trust the internet for | | | | and integrate this with a FAQ page (frequently |
| information then refuse to trust it to make a | | | | asked questions); also include a statement on |
| purchase? | | | | privacy because many online customers are |
| Reasons why buyers go offline to make a | | | | concerned over how their private information will |
| purchase | | | | be used. If you are not going to use the private |
| The reasons for buyers choosing to shop offline | | | | information for other purposes, then tell the |
| are innumerable but the primary reasons are:lack | | | | customer you won't do this and make it a buying |
| of trust and confidence;concerns over sharing | | | | benefit for dealing with you. |
| financial and personal information; andinability to | | | | Lack of Real Life Sensation |
| see and touch the product for real. | | | | Some products, especially big ticket items, |
| Tackling these objections in a practical, positive | | | | demand that the buyer have seen the product in |
| and constructive fashion can lead to breakthrough | | | | real-life. Big ticket items in particular present a |
| success for eCommerce sales revenues and it is | | | | major challenge for etailers which can be |
| crucial for etailers fundamental, web success. | | | | overcome by extensive use of graphics, images |
| Tackling the ROBO Mentality | | | | and video the key is that this should be done |
| There are a number of things you can do to | | | | professionally, as amateurish efforts will |
| overcome any online buying objections the | | | | undermine confidence in your site. |
| customer may have: | | | | You can also gain the trust and confidence of the |
| Instil Confidence and Trust | | | | buyer by offering a generous returns policy and |
| The product should always be visible and the | | | | no-quibble guarantees or refunds again, make this |
| center of your web page designs set the product | | | | a buying benefit for transacting the deal with you. |
| in various settings if possible, so the surfer can | | | | In addition, you can also emphasize that you hold |
| see it in action or within the lifestyle setting they | | | | this in stock and shipping times so the buyer |
| may aspire to. You cannot saturate the potential | | | | knows they will be getting the product fast (and |
| customer with enough imagery of the product. | | | | hopefully faster and more conveniently than if |
| Your eCommerce site should also make use of as | | | | they buy on Main Street). |