COMMENTARY
7:30 am
Wed January 22, 2014

It's All About Easy, Easier, Easiest

Credit @madgooch / fotolia.com

Among all the other benefits of the Internet is how the Internet re-affirms principles we should already know.

For instance, one of my favorites is that people do more business with people who make it easy to do business with them. It’s not just that the Internet is there and is omni-present. It’s that the Internet is crowded with E-tailers who make it easier to do business with them than with most RE-tailers.

It’s easier to buy a pair of shoes on-line from Zappos than it is to go to a shoe store, then hope they have the right model, in the right color, and in your size. If they have to order it, forget it.You want an obscure book of letters from a Confederate soldier. Chances are very good that Amazon has it.

Smart Internet merchants discovered right off the bat that they had weaknesses. You can’t touch and feel the merchandise. You can’t talk face-to-face with a sales person.

Acknowledging those weaknesses, they worked that much harder to make other things easier. Greater on-line selection. Easier return policies. Pre-printed return labels.

So what’s obvious here? To compete with the Internet, brick-and-mortar retailers must acknowledge their weaknesses and find other ways to be easier to do business with.

To reach Mr. Malmo, hear and read more of his commentaries, or to ask him your own marketing question, go to http://askmalmo.com.